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    The document discusses key aspects of services marketing. It defines what a service is, noting that services are intangible, perishable, heterogeneous, and produced and consumed simultaneously. It also identifies three additional Ps that are important for services marketing: people, process, and physical evidence. The document outlines characteristics that make services different than goods to market and evaluate. It discusses how services are generally more difficult for customers to evaluate than goods. Finally, it presents some important issues to consider for marketing services.

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    The document discusses key aspects of services marketing. It defines what a service is, noting that services are intangible, perishable, heterogeneous, and produced and consumed simultaneously. It also identifies three additional Ps that are important for services marketing: people, process, and physical evidence. The document outlines characteristics that make services different than goods to market and evaluate. It discusses how services are generally more difficult for customers to evaluate than goods. Finally, it presents some important issues to consider for marketing services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    57 views18 pages

    300 ch11

    Uploaded by

    kiran621974
    The document discusses key aspects of services marketing. It defines what a service is, noting that services are intangible, perishable, heterogeneous, and produced and consumed simultaneously. It also identifies three additional Ps that are important for services marketing: people, process, and physical evidence. The document outlines characteristics that make services different than goods to market and evaluate. It discusses how services are generally more difficult for customers to evaluate than goods. Finally, it presents some important issues to consider for marketing services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 18

    1

    Services Marketing Chapter 11


    Definition of Product Goods vs. Services Characteristics of Services 3 Additional Ps for Services Evaluating Services Some Services Marketing Issues

    - Dwayne D. Gremler

    Product Definition

    Product

    generally thought of in terms of goods or services

    - Dwayne D. Gremler

    Goods vs. Services

    Examples of goods:

    Examples of services:

    - Dwayne D. Gremler

    What are services?

    Services are Services

    - Dwayne D. Gremler

    In The Market Place:

    There are very few pure goods or pure services in the marketplace.
    example:
    Do restaurants provide goods or services?

    - Dwayne D. Gremler

    The Goods-Services Continuum


    Salt

    Soft Drinks Detergents Automobiles Cosmetics Fast-food outlets

    Intangible dominant Tangible dominant


    Fast-food outlets Advertising Agencies Airlines Investment Management Consulting Teaching

    - Dwayne D. Gremler

    Goods vs. Services

    Goods
    production separate from consumption
    standardized tangible nonperishable

    Services
    S

    H I P

    - Dwayne D. Gremler

    Characteristics of Services

    Intangibility

    Perishability

    Heterogeneity

    - Dwayne D. Gremler

    Characteristics of Services

    Simultaneous Production & Consumption

    Co-Production

    - Dwayne D. Gremler

    10

    The Services Marketing Mix: 3 More Ps

    People

    Process
    Physical Evidence

    - Dwayne D. Gremler

    11

    People

    The Service Employees


    Customers

    Other Customers

    - Dwayne D. Gremler

    12

    Process

    includes:
    the operational flow of the series of actions required to produce the service and complete the process policies, level of customer involvement, customer direction, employee discretion, flow of activities

    - Dwayne D. Gremler

    13

    Physical Evidence
    includes: (1)

    (2)
    examples:
    bank statements, travel brochures, business cards

    - Dwayne D. Gremler

    14

    Customer Evaluation

    attributes a consumer can determine prior to purchase of a product

    attributes a consumer can determine after purchase (or during consumption) of a product

    characteristics that may be impossible to evaluate even after purchase and consumption

    - Dwayne D. Gremler

    15

    Evaluating Services

    Easy to evaluate

    Most Goods

    Most Services

    Difficult to evaluate

    High in search qualities

    High in experience qualities

    High in credence qualities


    - Dwayne D. Gremler

    16

    Service Encounters in a Shopping Trip


    End cycle
    Unload cart Greet security guard

    Begin cycle
    Enter parking lot
    Find space Enter store

    Exit store Watch sacker Meet cashier

    Customer service desk


    Get cart Select groceries Ask clerk for help Visit pharmacy Check store directory
    - Dwayne D. Gremler

    Wait turn
    Enter check-out lane

    17

    How to Judge Service Quality

    Empathy

    SERVICE QUALITY

    Assurance

    Responsiveness

    - Dwayne D. Gremler

    18

    Issues for Marketing of Services

    - Dwayne D. Gremler

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