shaping the market offerings -- Chapter 13 -- summary
A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It may or may not be tied to a physical product.
Services are in tangible, inseparable, variable, and perishable. Each characteristic poses challenges and require certain strategies. Marketers must find ways to give tangibility to intangibles; to increase the productivity of service providers; to increase and standardize the quality of the service provided; and to match the supply of services with market demand.
In the past service industries lagged behind manufacturing firms in adopting and using marketing concepts and tools, but the situation has not changed. Service marketing must be done holistically. It calls not only for external marketing but also for internal marketing community employees, and interactive marketing to emphasize the importance of both high-tech and high-touch.
Customers expectations play a critical role in their service experiences and evaluations. Companies must manage service quality by understanding the effects of each service encounter.
Top service companies excel at the following practices:
Even product-based companies must provide post purchase service. To provide the best support, and manufacturer must identify the services customers value most and the relative importance. The service mix includes both pre-sale services (facilitating and value augmenting services) and post sales services (customer service departments, repair and maintenance services).
Technorati Tags: management, marketing, services
A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It may or may not be tied to a physical product.
Services are in tangible, inseparable, variable, and perishable. Each characteristic poses challenges and require certain strategies. Marketers must find ways to give tangibility to intangibles; to increase the productivity of service providers; to increase and standardize the quality of the service provided; and to match the supply of services with market demand.
In the past service industries lagged behind manufacturing firms in adopting and using marketing concepts and tools, but the situation has not changed. Service marketing must be done holistically. It calls not only for external marketing but also for internal marketing community employees, and interactive marketing to emphasize the importance of both high-tech and high-touch.
Customers expectations play a critical role in their service experiences and evaluations. Companies must manage service quality by understanding the effects of each service encounter.
Top service companies excel at the following practices:
- a strategic concept
- history of top management commitment to quality
- hi standards
- self-service technologies
- systems for monitoring service performance and customer complaints
- emphasis on employee satisfaction
Even product-based companies must provide post purchase service. To provide the best support, and manufacturer must identify the services customers value most and the relative importance. The service mix includes both pre-sale services (facilitating and value augmenting services) and post sales services (customer service departments, repair and maintenance services).
Technorati Tags: management, marketing, services
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