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Chapter 13:DESIGNING and MANAGING

Ronald M. MacapinlacMD-MBA 2012Ateneo School of Medicine and Public Health

Marketing Management 12 May 2010

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Outline:

Designing and Managing1. Introduction2. The 10 concepts3. Summary4. Conclusion

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Outline: Designing and Managing

1. Service 2. Intangibility3. Inseparability4. Variability5. Perishability6. Improving Service Quality7. Simplifying Service Encounters8. Holistic Marketing9. Customer Expectations10. Best Practices

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The 10 concepts

Introduction: Designing and Managing

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Kotler Example:

Local Example:

Medical Application:

Concept 1: A

Concept 2:

Intangibility Kotler Example:

Local Example:

Medical Application:

Concept 3:

Inseparability Kotler Example:

Local Example:

Medical Application:

Concept 4:

Variability

Kotler Example:

Local Example:

Medical Application:

Concept 5:

Perishability Kotler Example:

Local Example:

Medical Application:

Concept 6:

Improving Service Quality

Kotler Example:

Local Example:

Medical Application:

Concept 7:

Simplifying service encounters Kotler Example:

Local Example:

Medical Application:

Concept 8:

Holistic Marketing

Kotler Example:

Local Example:

Medical Application:

Concept 9:

Customer Expectations

Kotler Example:

Local Example:

Medical Application:

Concept 10:

Best practices of service-quality management

Kotler Example:

Local Example:

Medical Application:

Summary:

Designing and Managing

Services- acts or performances- intangible, inseparable, variable,

perishable- holistic marketing- best practices needed

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Conclusion:

Designing and Managing

Customers play a crucial role in the over-all experiences and evaluations of a service. e.g. patients

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Designing and Managing

References: Google.com for images Marketing Management, 12th ed, by

Kottler for texts

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Chapter 13:DESIGNING and MANAGING

Ronald M. MacapinlacMD-MBA 2012Ateneo School of Medicine and Public Health

Marketing Management 12 May 2010

S