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Services MKTG Lect 6.......
Services MKTG Lect 6.......
Resource Allocation analysis Operating Assets Statement Physical facilities Equipment Human Resources Financial resources Alliances & partnerships Information Technology
YKG/ SM / 2011-12
User Costs a) Monetary cost / Price b) Time cost c) Energy cost d) mental effort
Key steps in service planning:1. Defining corporate goals & objectives. 2. Matching the opportunities with the resources available. * The marketing assets statement includes details regarding the firms existing customers, knowledge of the market, competitors & product. * The operating assets statement the marketing opportunities revealed by market and competition analysis are matched against the operating assets like , facilities design and layout, equipment, Human Resources (numbers & skills), information technology etc.
YKG/ SM / 2011-12
Key steps in service planning:3. Creating a service marketing concept * This is a step wherein the opportunity is converted in reality which includes clarifying the benefits offered to customers & the cost to be bourn by the customers. * A parallel step is to establish service operations concept which specifies the nature of processes involved , how & when the various types of operating assets should be deployed to perform specific tasks.
4. Service delivery .
YKG/ SM / 2011-12
Molecular model
YKG/ SM / 2011-12