název prezentace v zápatí1 principles of marketing chapter 1
TRANSCRIPT
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Název prezentace v zápatí 1
Principles of marketing
Chapter 1
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Definition
Marketing is defined by the American Marketing Association [AMA] as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
Název prezentace v zápatí 2
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Part 1
FOUNDATIONS FOR SERVICES MARKETING
FOUNDATIONS FOR SERVICES MARKETING
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Introduction to Services
What are services?Why services marketing?Service and TechnologyCharacteristics of Services Compared to GoodsServices Marketing MixStaying Focused on the Customer
ChapterChapter
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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives for Chapter 1:Introduction to Services
Explain what services are and identify important trends in services.
Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating.
Explore the profound impact of technology on service.
Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses.
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Examples of Service Industries
Health Carehospital, medical practice, dentistry, eye care
Professional Servicesaccounting, legal, architectural
Financial Servicesbanking, investment advising, insurance
Hospitalityrestaurant, hotel/motel, bed & breakfast ski resort, rafting
Travelairline, travel agency, theme park
Othershair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design
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Contributions of Service Industries toU.S. Gross Domestic Product
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Tangibility Spectrum
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Overview: Why Services Matter
Services dominate U.S. and worldwide economiesServices are growing dramaticallyService leads to customer retention and loyaltyService leads to profitsServices help manufacturing companies differentiate themselves
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Percent of U.S. Labor Force by Industry
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Percent of U.S. Gross Domestic Product by Industry
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Eight Central Paradoxes of Technological Products
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Comparing Goods and Services
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Why do firms focus on Services?
Services can provide higher profit margins and growth potential than products
Customer satisfaction and loyalty are driven by service excellence
Services can be used as a differentiation strategy in competitive markets
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Why study Services Marketing?
Service-based economies
Service as a business imperative in manufacturing and IT
Deregulated industries and professional service needs
Services marketing is different
Service equals profits
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What is Service? The Old View
Service is a technical after-sale function that is provided by the service department.
Old:Service =wrench time
Old view of service =Customer Service Center
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What is Service? The New View
Service includes every interaction between any customer and anyone representing the company, including:
Customer
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Service Can Mean all of TheseService as a product
Customer service
Services as value add for goods
Service embedded in a tangible product
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Characteristics of ServicesCompared to Goods
Intangibility
Perishability
SimultaneousProductionandConsumption
Heterogeneity
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Implications of Intangibility
Services cannot be inventoried
Services cannot be easily patented
Services cannot be readily displayed or communicated
Pricing is difficult
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Implications of Heterogeneity
Service delivery and customer satisfaction depend on employee and customer actions
Service quality depends on many uncontrollable factors
There is no sure knowledge that the service delivered matches what was planned and promoted
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Implications of Simultaneous Production and Consumption
Customers participate in and affect the transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
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Implications of Perishability
It is difficult to synchronize supply and demand with services
Services cannot be returned or resold
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Challenges for Services
Defining and improving qualityEnsuring the delivery of consistent qualityDesigning and testing new servicesCommunicating and maintaining a consistent imageAccommodating fluctuating demandMotivating and sustaining employee commitmentCoordinating marketing, operations, and human resource effortsSetting pricesFinding a balance between standardization versus customization
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Examples of Goods Companies that are Expanding into Services
Boeing Kodak
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Název prezentace v zápatí 26
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