Summary
Summary MNM3713 Services Marketing Revision Notes
- Course
- Institution
Notes on MNM3713 as per study guide and textbook page references.
[Show more]
13 reviews
By: mkotiah40 • 1 year ago
Good information, points well structured
By: morwesiqhu • 4 year ago
By: ycamps • 5 year ago
By: dawn94 • 5 year ago
By: talya • 6 year ago
By: russellroux • 6 year ago
Love it. Thanks :D
By: jnmahabeer • 6 year ago
Seller
FollowDubst3ph
Reviews received
Content preview
MNM3713 Services Marketing-2017 Exam Preparation Notes and Summary. By: Dubst3phs
NB: Do not use bullet points in long questions.
Don’t take personal knowledge when approaching case studies- only use information in the case study.
TOPIC 1
Study Unit 1: Introduction to Services Marketing
1.1 THE IMPORTANCE OF SERVICE IN THE DELIVERY OF NEED-SATISFYING PRODUCTS
Known as the Tertiary Sector of the Economy. Primary being agriculture, fishing and extracting (mining) and the
secondary being manufacturing. Tertiary is referred to as a soft product.
Services are a dead, a process or performance which is required by the customer.
5 Different characteristics of services marketing.
I. Intangibility- can’t be touched, tasted, smelt or felt. Challenge is pricing as no one sees the cost of goods
yet there is time as cost of good. Branding is easier for tangible goods and services are seen as a riskier
product because it can’t be expected until completed.
II. Inseparability- production and delivery take place at the same time
III. Heterogeneity- variation in consistency between different service transactions. Quality measure controls
on tangible products differ from that of services.
IV. Perishability- tangible products have a can be stores while services can’t.
V. Lack of ownership- Services can’t be owned. Customers can purchase the right to a service but as there is
no physical exchange of goods it’s never owned.
Classification of services: 2 Groups
- Equipment based
- People based
1.2 THE NATURE OF SERVICES AND SERVICES MARKETING (DEFINING SERVICES & SERVICES MARKETING)
Over and above the characteristics there are 2 other perspectives on services:
A. Palmers Product/Service Continuum
Pure Tangible Product- raw materials
Tangible products with peripheral services- what consumer buys (physical end product)
Physical with an integral service component- Hybrid product such as restaurant.
Pure Service with a peripheral physical component- physical component is used to deliver the service
B. The service/product concept
Service Image- customers general perception
Augmented Servcies- additiona services (pre/post sales services
Tangible Services- delivery of the service
Core Services- what the client originally needed to satisfy their need
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Dubst3ph. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.88. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
82191 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now