Summary
Summary BEM 120: CHAPTER 1 NOTES
- Module
- Institution
- Book
BEM 120 CHAPTER 1 NOTES :)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
BEM 120 NOTES/SUMMARY
-
BEM 120: CHAPTER 5 NOTES
-
BEM 120: CHAPTER 6 NOTES
Seller
Follow
saaymanzante
Reviews received
Content preview
3. Ease of doing businessCHAPTER 1 • amount of effort customer must put in to
service marketing in perspective realise desired outcome must be minimized
4. Experience
SERVICE MARKETING EXCHANGE PROCESS
• customers have experiences when they’re
• complex process where organisation
involved in service encounters
identifies expectations of target market + find
• manage customer experience to ensure
innovative ways to satisfy important needs of
customer satisfaction & loyalty
customers
5. Equilibrium
• consumers will exchange money for service if
they believe it represents value for their • create equilibrium between supply &
money demand, ensure satisfied customers and
profitable business
ORGANISATION ENVIRONMENTS 6. Exception management
• micro-environment: include organisation’s: • keep variability in service delivery to
o mission + vision minimum, manage exceptions successfully
o competencies + capabilities
o objectives SERVICE MARKETING MIX
• market environment: include organisation’s: Product anything offered to potential customers
o customers
Place channels to distribute services
o competitors
o suppliers price to be charged, discount structures
Pricing
o intermediaries and terms of payment
• macro-environment: shifts in economic, marketing strategies to communicate
Promotion
political, legal, social, natural, technological benefits of services
and international environments Physical
expected quality of service provided
evidence
ANALYSIS OF MARKET ENVIRONMENT People staff and customers
• SWOT analysis
how service is provided to satisfy
• Strenghts Process
customer’s needs
Weaknesses
Opportunities
Threats SERVICES
• act/performance that one party can offer
SIX E’S OF SUCCESFUL SERVICE MARKETING another that’s essentially intangible +
doesn’t result in ownership of anything
1. Expectations
• production may/may not be tied to physical
• actively managing customers’ experience
product
• expectations change – organisations need to
align service with what is communicated and
DEGREES OF TANGIBILITY
promised to customers
• pure tangible goods - toothpaste
2. Education
• tangible goods with accompanying services
• companies need to educate customers on
o tangible product + service element
what they need to do
o car sold with maintenance plan
• to achieve optimal outcome, service provider
• hybrid service offers
& customer must know what their roles are
o tangible product+ intangible services
o meal – food & service offered
1
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 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 saaymanzante. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for £2.27. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67096 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy revision notes and other study material for 14 years now