Beruflich Dokumente
Kultur Dokumente
Introduction to
Services Marketing
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 1
Overview of Chapter 1
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 2
Why Study Services?
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 3
Why Study Services?
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 4
Contribution of Services Industries to
Global GDP
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 5
Estimated Size of Service Sector in
Selected Countries
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 6
Powerful Forces Are
Transforming Service
Markets
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 7
Forces Transforming the Service Economy
Government
Globalization
Policies
New markets and product categories
Increase in demand for services
More intense competition
Government
Globalization
Policies
Changes in regulations
Privatization
New rules to protect customers,
employees, and the environment
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 9
Forces Transforming the Service Economy (2)
Government
Globalization
Policies
Rising consumer expectations
More affluence
Personal Outsourcing
Increased desire for buying experiences vs.
things
Rising consumer ownership of high tech
equipment
Easier access to more information
Immigration
Growing but aging population
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 10
Forces Transforming the Service Economy (3)
Government
Globalization
Policies
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 11
Forces Transforming the Service Economy (4)
Government
Globalization
Policies
Growth of Internet
Greater bandwidth
Compact mobile equipment
Wireless networking
Faster, more powerful software
Digitization of text, graphics, audio, video
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 12
Forces Transforming the Service Economy (5)
Government
Globalization
Policies
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 13
What Are Services?
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 14
What are Services? (1)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 15
What are Services? (2)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 16
What are Services? (3)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 17
Four Broad Categories
of Services
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 18
Four Broad Categories of Services
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 19
Four Categories Of Services (Fig 1.10)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 20
Four Categories Of Services
People Processing
Customers must:
physically enter the service
factory
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 21
Possession Processing
Possession Processing
Involvement is limited
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 22
Mental Stimulus Processing
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 23
Information Processing
Information Processing
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 24
Value Added by Physical, Intangible Elements
Helps Distinguish Goods and Services (Fig 1.16)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 25
Defining Services
Services
Are economic activities offered by one party to another
Most commonly employ time-based performances to bring about
desired results in:
- Recipients themselves
- Objects or other assets for which purchasers have responsibility
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 26
Challenges Posed by
Services
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 27
Services Pose Distinctive Marketing Challenges
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 28
Differences, Implications, and
Marketing-Related Tasks (1) (Table 1.1)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 29
Differences, Implications, and
Marketing-Related Tasks (2) (Table 1.1)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 30
Expanded Marketing
Mix for Services
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 31
Services Require An Expanded Marketing Mix
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 32
The 7 Ps of Services Marketing
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 33
Traditional 4 Ps Applied to Services (1)
Product elements
Service products are at the heart of services marketing strategy
Marketing mix begins with creating service concept that offers
value
Service product consists of core and supplementary elements
-Core products meet primary needs
-Supplementary elements are value-added enhancements
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 34
Traditional 4 Ps Applied to Services (2)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 35
Traditional 4 Ps Applied to Services (3)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 36
Traditional 4 Ps Applied to Services (4)
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 37
Extended Mix for Managing the Customer
Interface (1)
Process
How firm does things may be as important as what it does
Customers often actively involved in processes, especially when acting as co-
producers of service
Operational inputs and outputs vary more widely
-Quality and content varies among employees, between employees
-Variations can be with different customers
-Variations from time of the day
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 38
Extended Mix for Managing the Customer
Interface (2)
Physical environment
Design servicescape and provide tangible evidence of service
performances
Create and maintain physical appearances
-Buildings/landscaping
-Interior design/furnishings
-Vehicles/equipment
-Staff grooming/clothing
-Sounds and smells
-Other tangibles
Manage physical cues carefully can have profound impact on customer
impressions
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 39
Extended Mix for Managing the Customer
Interface (3)
People
Interactions between customers and contact personnel strongly
influence customer perceptions of service quality
Well-managed firms devote special care to selecting, training and
motivating service employees
Other customers can also affect ones satisfaction with a service
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 40
Framework for
Effective Service
Marketing Strategies
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 41
Framework For Developing Effective Service
Marketing Strategies - Overview
Part I: Chapters 1 - 3
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 42
Framework for Developing Effective Service
Marketing Strategies- Part I
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 43
Framework for Developing Effective Service
Marketing Strategies Part II
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 44
Framework for Developing Effective Service
Marketing Strategies Part III
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 45
Framework for Developing Effective Service
Marketing Strategies Part IV
Slide by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 46
Chapter 1 Summary: Introduction to Services
Marketing (1)