Bài giảng Marketing - Chapter 12
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: Describe four unique elements of services. Recognize how services differ and how they can be classified. Explain how consumers purchase and evaluate services. Develop a customer contact audit to identify service advantages.
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 12-3LO 12-2LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO:LO 12-1LO 12-4Describe four unique elements of services.Recognize how services differ and how they can be classified.Explain how consumers purchase and evaluate services.Develop a customer contact audit to identify service advantages.12-*LO 12-6LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO:LO 12-5Explain the role of the seven Ps in the services marketing mix.Discuss the important roles of internal marketing and customer experience management in service organizations.12-*NEW SERVICES CAN HELP YOU BECOME PART OF THE SHARING ECONOMY12-*FIGURE 12-1 Services are a larger part of the U.S. GDP than goods12-*THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICESLO 12-1ServicesFour I’s of ServicesIntangibilityInconsistency12-*THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICESLO 12-1Four I’s of ServicesInseparabilityInventorySelf-Service TechnologiesIdle Production Capacity12-*FIGURE 12-2 Inventory carrying costs of services depend on the cost of employees and equipment12-*THE UNIQUENESS OF SERVICES THE CONTINUUM AND CLASSIFICATION OF SERVICESLO 12-2Service ContinuumClassifying ServicesDelivery by People or EquipmentGovernment SponsoredFor-Profit or Nonprofit Organizations12-*FIGURE 12-3 The service continuum shows how offerings can vary in their balance of products and services12-*FIGURE 12-4 Services can be classified as equipment-based or people-based12-*MARKETING MATTERS Social Marketing is a Must for NonprofitsLO 12-212-*HOW CONSUMERS PURCHASE SERVICES THE PURCHASE PROCESSLO 12-3Experience PropertiesCredence PropertiesSearch Properties12-*FIGURE 12-5 Consumers use search, experience, and credence properties to evaluate services12-*HOW CONSUMERS PURCHASE SERVICES ASSESSING SERVICE QUALITYLO 12-3Dimensions of Service QualityService FailuresGap Analysis12-*FIGURE 12-6 The five dimensions of service quality12-*MARKETING INSITE How Can You Learn about Service Failures? Media Monitoring!LO 12-3Google BlogsTechnoratiReputationDefender12-*HOW CONSUMERS PURCHASE SERVICES CUSTOMER CONTACT AND RELATIONSHIP MARKETINGLO 12-4A Customer’s Car Rental ActivitiesRelationship MarketingCustomer Contact AuditService EncountersService Blueprint12-*FIGURE 12-7 Customer contact audit for a car rental agency (green boxes = customer activity; orange boxes = employee activity)12-*MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICESLO 12-5PriceProduct (Service)Seven Ps of Services MarketingBrandingOff-Peak Pricing12-*MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICESLO 12-5PromotionPlace (Distribution)PublicityPublic Service Announcement (PSA)12-*MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICESLO 12-5Physical EnvironmentPeopleCapacity ManagementInternal MarketingCustomer Experience Management (CEM)Process12-*FIGURE 12-8 Different prices and packages help match demand to capacity12-*USING MARKETING DASHBOARDS Are JetBlue’s Flights Profitably Loaded? LO 12-5Airline Operating Income (Loss) per Available Seat Flown One Mile (ASM)12-*SERVICES IN THE FUTURELO 12-6Technological AdvancesMobilityConvergencePersonalizationSustainability12-*LA GALAXY: WHERE SPORTS MARKETING IS A KICK!VIDEO CASE 1212-*
