Samenvatting
Summary Services Marketing
- Instelling
- Cork Institute Of Technology
summary of the entire module "Services Marketing"
[Meer zien]Voorbeeld 3 van de 38 pagina's
Voorbeeld 3 van de 38 pagina's
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1.
5 Ws of MC planning
Antwoord: Who is the target audience? What do we need to communicate and achieve? How should we achieve this? Where should we communicate this? When do the communications need to take place?
2.
adapability
Antwoord: how adaptable the service delivery system is when the customer has special needs or requests that place demand on the process
3.
assurance
Antwoord: employee's knowledge and courtesy and their ability to inspire trust and confidence
4.
attributes of goods and services
Antwoord: search attributes, experience attributes, credence attributes
5.
benefits of e-commerce
Antwoord: low cost, wide distribution, customer convenience, quick customer feedback
6.
bundling
Antwoord: the practice of marketing two or more products and services in a single package
7.
cash discount
Antwoord: price reduction when bill paid promotly
8.
categories of services
Antwoord: people processing (tangible), possession processing (tangible), mental stimulus processing (intangible), information processing (intangible)
9.
characteristics of services
Antwoord: intangibility, inseparability, heterogeneity, perishability, non-ownership
10.
compatibility management
Antwoord: firms must target the right customer at the right times and shape behaviour (ensure that other customers are not negatively affected)
Voorbeeld van de inhoud
Summary ANIKA OCHELServices Marketing
(MRKT 7003)
,CONTENT
Foundations of Services Marketing ......................................................................................................................... 4
Definition and Meaning of Services Marketing ................................................................................................... 4
Services ........................................................................................................................................................... 4
Service Industries ............................................................................................................................................ 4
How Marketing of Services differs from Goods .................................................................................................. 4
Difference between Services and Good .......................................................................................................... 4
Scale of Market Entities .................................................................................................................................. 5
Servuction Model .................................................................................................................................................... 6
Triangle of Services Marketing ................................................................................................................................ 7
Distinctive Characteristics of Services ..................................................................................................................... 8
Intangibility ......................................................................................................................................................... 8
Inseparability (of Production and Consumption) ................................................................................................ 8
Heterogeneity / Variability .................................................................................................................................. 9
Perishability ......................................................................................................................................................... 9
Non-Ownership ................................................................................................................................................. 10
Extended Marketing Mix – 7Ps ............................................................................................................................. 11
Product .............................................................................................................................................................. 11
Price .................................................................................................................................................................. 11
Place .................................................................................................................................................................. 11
Promotion ......................................................................................................................................................... 11
People ............................................................................................................................................................... 12
Process .............................................................................................................................................................. 12
Physical Evidence .............................................................................................................................................. 12
Consumer Behaviour in a Services Context .......................................................................................................... 13
Categories of Service ......................................................................................................................................... 13
Three-Stage Model of Services Consumer Behaviour ....................................................................................... 13
Pre-Purchase Stage ....................................................................................................................................... 13
Service Encounter Stage ................................................................................................................................ 15
Summary Services Marketing – Anika Ochel
1
, Post-Encounter Stage .................................................................................................................................... 16
Service Perception ............................................................................................................................................ 16
Compatibility Management .......................................................................................................................... 16
Service Quality .............................................................................................................................................. 17
ServQual Survey ............................................................................................................................................ 17
Moments of Truth ......................................................................................................................................... 17
Critical Incident Technique ............................................................................................................................ 18
The Service Product .............................................................................................................................................. 19
Core Product ..................................................................................................................................................... 19
Supplementary Services .................................................................................................................................... 19
Distributing Services.............................................................................................................................................. 20
Distribution in a Service Context ....................................................................................................................... 20
Distribution Options for Serving Customers ..................................................................................................... 20
E-Commerce and Online Services ..................................................................................................................... 20
Franchising ........................................................................................................................................................ 21
Company-Owned Channels ........................................................................................................................... 21
Service Intermediaries .................................................................................................................................. 21
Service Pricing ....................................................................................................................................................... 22
Factors in Service Price Setting ......................................................................................................................... 22
Internal Factors Affecting Pricing .................................................................................................................. 22
External Factors Affecting Pricing ................................................................................................................. 23
Foundations Underlying Pricing Strategy ...................................................................................................... 23
Pricing Strategy ................................................................................................................................................. 23
Cost-Based Pricing Strategy .......................................................................................................................... 23
Value-Based Pricing Strategy ........................................................................................................................ 23
Competition-Based Pricing Strategy ............................................................................................................. 24
New-Service Pricing Strategy ........................................................................................................................ 24
Prestige Pricing Strategy ............................................................................................................................... 24
Price Adjustment Strategies .......................................................................................................................... 25
Time-Dependent Capacity and its Impact on Pricing ........................................................................................ 25
Summary Services Marketing – Anika Ochel
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