Beruflich Dokumente
Kultur Dokumente
Organization Marketing
Objectives:
• Discuss the importance of services to the
economy.
• Discuss the differences between services and
goods.
• Describe the components of service quality
and the gap model of service quality.
• Develop marketing mixes for services.
• Discuss relationship marketing in services.
• Explain internal marketing in services.
• Discuss global issues in services marketing.
• Describe nonprofit organization marketing. 1
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
1 Service
2
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
1 The Importance of Services
3
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
1 Service-Producing Industries
and Job Growth
4
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
How Services Differ from
2
On Line Goods
http://www.nationalamusements.com
http://www.amctheatres.com
http://www.movietickets.com
Services
Are Intangible Performances
7
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Marketing Mixes for Services
People
Processing
Possession
Product Processing
(Service)
Strategy Mental Stimulus
Processing
Information
Processing
8
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Core and Supplementary
4
Services
9
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Core and Supplementary
4
Services
for FedEx FedE
x
Problem Advice and
solving information Order taking
Overnight
Billing transportation
and delivery Supplies
statements
of packages
Tracing Pickup
Documentation
10
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Mass Customization
11
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Mass Customization
Customization
Mass Customized
High
Customization Focus
Low
Standardized
Focus
Low High
Cost
12
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Service Mix Strategy
13
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Distribution Strategy Issues
Convenience
Number of Outlets
Focus for
Direct vs. Indirect
Distribution Distribution
Strategies
Location
Scheduling
14
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
VIS A
4 Promotion Strategy Issues
Use personal
Service information sources
Promotion
Strategies Create a strong
organizational image
Engage in postpurchase
communication
15
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Price Strategy
Define unit of
service consumption
Trends have
made pricing an
active component
16
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
4 Pricing Objectives
Revenue-Oriented
Pricing
Categories of Operations-
Pricing Oriented
Objectives Pricing
Patronage-
Oriented
On Line
Pricing
http://www.etrade.com
http://www.ameritrade.com
http://www.schwab.com
17
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Relationship Marketing in
5
Services
Level 3
Financial, Social, Structural
Three Levels
of Level 2
Relationship Financial, Social
Marketing
Level 1
Financial
18
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
6 Internal Marketing
Treating employees as
customers and developing
systems and benefits that
satisfy their needs.
19
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
6 Internal Marketing Activities
Knowing
Empowerment Rewarding
Employees’
Performance
Needs
Internal
Marketing
Activities
20
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Global Issues in Services
7
Marketing
Financial
Construction
Engineering
Insurance
U.S. is world’s
largest Hotel Chains
exporter of services
21
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Nonprofit Organization
8
Marketing
22
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Nonprofit Organizations
Government
Private Museums
Theaters
Schools
Nonprofit
Organizations Churches
Other Non-Government
23
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Nonprofit Organization
8
Marketing
24
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
Nonprofit Organization An tidru
8 g
Marketing Activities
Identify Desired Customers
Specify Objectives
Set prices
Schedule events
On Line
http://www.peta.com
26
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Market Objectives
Provide Services
to:
27
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Target Markets
Pressure to adopt
undifferentiated
segmentation
Complementary
positioning
28
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Product Decisions
Distinctions between
Benefit Business and Nonprofit
Complexity Organizations
Weak
Benefit Strength
Low
Involvement
29
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Promotion Decisions Un it ed
Way
Professional
Volunteers
Sales Promotion
Activities
Public Service
Advertising
On Line
http://www.adcouncil.org
30
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning
8 Pricing Decisions
Pricing Objectives
Nonfinancial Prices
Characteristics
Distinguishing
Pricing Decisions Indirect Payment
of Nonprofit
Organizations
Separation Between
Payers and Users
Below-Cost Pricing
31
Chap. 11 Marketing 7e Lamb Hair McDaniel
©2004 South-Western/Thomson Learning