Slide 1*
*
Four I’s of Services
Intangibility – Cannot perceive
with 5 senses
Inventory – in people based services,
inventory goes home each night
The result - Idle Production Capacity
*
What 4 I’s of services element?
*
*
Service Continuum
Classifying Services
Profit or Nonprofit Organizations
*
*
*
*
*
*
Relationship Marketing
*
*
Product (Service)
Place (Distribution)
*
the pricing of services:
2. To be used in capacity management.
Off-peak pricing consists of charging different prices during different times of the day or days of the week to reflect variations in demand for the service.
MANAGING THE MARKETING
OF SERVICES -PRICING
Place or distribution is a major factor in developing a service marketing strategy because of the inseparability of services from the producer.
As competition grows, the value of convenient location becomes more important.
The availability of electronic distribution through the World Wide Web now provides global coverage for travel services, banking, entertainment, and many other information-based services.
MANAGING THE MARKETING
OF SERVICES -PLACE
In most cases promotional concerns of services are similar to those of products.
The value of promotion (advertising) is to stress:
availability
location
A Supreme Court case in 1976 struck down constraints by professional organizations to constrain the advertising of professional services, specifically the American Medical Association and the American Bar Association.
*
MANAGING THE MARKETING
OF SERVICES -PROMOTION
Publicity has played a major role in the promotional strategies of nonprofit services and some professional services.
Many nonprofit groups have relied on Public Service Announcements (PSAs) as the foundation of their media plan because they are free.
USING MARKETING DASHBOARDS
Are JetBlue’s Flights Profitably Loaded?
Airline Operating Income (Loss) per Available Seat Flown One Mile (ASM)
LO6