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KSU - MKTG 45082 - Study Guide - Midterm

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KSU - MKTG 45082 - Study Guide - Midterm

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background image CH. 1 Introduction to Services Marketing 1.1 Why Study Services
- Services dominate most economies and are growing rapidly
- Account for more than 60% GDP 
- Almost all economies have a substantial  service sector
- Most new employment is provided by services
- Strongest growth area for marketing 
- Understanding= personal competitive advantage 
1.2 Powerful Forces 
- Social change
- Business trends
- Advances in IT
- Globalization
- Government Policies
o Changes in regulation
o Privatization
o New rules for protection
o New agreement on trade
- Social o Higher consumer expectations
o Personal outsource
o Easier access
o Migration
o Growing/aging population
- Business Trends o Higher shareholder value
o More strategic alliances
o Higher franchising
- IT Advances o Internet is faster 
o Bandwidth is higher and better
- Globalization o Transnational
o Mergers/ alliances
o “offshore”
1.3 What are Services?
- An act or performance offered by one part to another
- Economic activity – no transfer of ownership
- Process that creates benefits by facilitating a desired change in 
customers physical possessions or intangible assets - Services
background image o Economic services offered by one party to another
o Time-based performance
o Money, time, effort
Goods, labor, environment o No ownership - Examples o Rent goods/services
o Space and place rentals (reception)
o Labor and expertise rental (DJ)
o Shared physical environment (Resort)
o Usage of systems and networks (IT)
1.4 4 Services Who/ what is the Direct Recipient of the Service? Figure 1.9  People - People processing (directed at their body)
- Hairstylist
- Passenger transport
- Health care
Possessions - (directed- phusical)
- Freight trains
- Laundry/cleaning
- Repair/ maintenance
Mental Stimulus - (directed for the mind)
- Education
- Advertising/ Public Relations
- Psychotherapy
Information Processing - (intangible asset)
- Accounting
- Banking
- Legal services
People - Physically enter the service factory
- Co-operate actively with the service operation 
background image - Process/output o Time, mental effort, physical effort Possession - Customers are less involved
- Drop off possession 
- Production and consumption- separate 
Mental Stimulus  - Ethical standards
- Customers potentially manipulated
- Physical presence of recipient – not required
- Information bases
- Inventoried
Information Processing - Intangible form of service output 1.5 Challenges
- Most service products- no inventory
- Difficult to visualize and understand
- Time factor
- Distribution – electronic 
1.6 7 P’s 
- Product elements     (core product= primary need)
- Place/ time                 (control/convenience)
- Price                           (time- physical effort)
- Promotional/ education        (provide, persuade, encourage)
- Process                         (how)
- Physical evidence        (appearance) 
- People                          (customer/ employee)
1.7 Effective Services Marketing Strategy 
- Understand 
- Apply
- Design
- Develop
- Strive
Chapter 2  Consumer Behavior in a Service Context
background image Consumer Decision making: 3 Stage Model 2.1 Pre-Purchase Stage 2.2 Service Encounter Stage 2.3 Post-Purchase Stage Goods:  Pre-Purchase: awareness consumption- Buy        Post-purchase Search                use satisfaction Awareness dispose evaluation Services: Pre-Purchase Encounter - Product/ consumption
- Post- purchase
Figure 2.3     3 Stage Model 2.1 Pre- Purchase Stage Overview -new awareness - Information search Evaluation of Alternatives a.) Service attributes
b.) Multi-attribute model
c.) Perceived risks
d.) Service expectations
Purchase Decision Need Awareness - Triggered by an underlying need (need arousal) 
- Unconscious minds (aspirations)
- Physical conditions (chronic back pain)

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School: Kent State University
Department: Marketing
Course: Services Marketing
Professor: Eileen Bridges
Term: Fall 2016
Tags: services and Marketing
Name: Study Guide Ch. 1-3
Description: Chapters 1-3 Service Marketing
Uploaded: 09/19/2016
13 Pages 13 Views 10 Unlocks
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