Chapter 13 Lecture Notes
Chapter 13 Lecture Notes 86498 - MKT 3010 - 006
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86498 - MKT 3010 - 006
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This 5 page Class Notes was uploaded by Alexis Cone on Sunday October 18, 2015. The Class Notes belongs to 86498 - MKT 3010 - 006 at Clemson University taught by Amanda Cooper Fine in Spring 2015. Since its upload, it has received 41 views. For similar materials see Principles of Marketing in Marketing at Clemson University.
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Date Created: 10/18/15
Chapter 13 Services The Intangible Product 10152015 Service 0 Customer service 0 Human or mechanical activities that help to satisfy a customers needs and wants 0 Hybrid products 0 Combination of goods and services Most products in the market are hybrid some sort of good with a service added on 0 Ex smart phones Economic Importance of Services Developed economies are increasingly services oriented economies 0 Production of goods is cheaper in other countries 0 Household maintenance became much more specialized 0 High value placed on convenience and leisure Service Marketing Differs From Product Marketing 0 Services are intangible 0 Many times marketers try to put something tangible on an intangible object Diploma at graduation Souvenir cup from a sporting event 0 Quality evaluation Harder to try out a service like you can a product Experience quality cant gage the quality of a service before you experience it Credence quality some services that even after they are experienced we still cant evaluate them we don t have the knowledge to understand if the service was good or not 0 Convey bene ts Cues Atmosphere 0 Promotion Advertising social media ect Symbols Images 0 Inseparable Production and consumption are simultaneous you consumer the service while its being produced Employee dependence Guarantees and warranties a Make customers feel better about the situation 0 Variable Heterogeneity Each service experience varies a You can have your favorite restaurant but occasionally there is an outlier bad experience a Quality control and consistency are very hard Standardization o What in the service can be standardized 0 Ex Hilton Hotels can train their front desk workers to give the same statement to every customer or clean all the rooms in the same way 0 Training 0 Initiative has to be on training employees so they know what to do 0 Micromarketing o Is there a way to use the fact that we are variable to create a one on one marketing strategy Machines 0 Can we enter in technology to make processes and procedures the same 0 Have to make sure that the experience with machines will make the process better for customers 0 Perishable Cannot be stored warehoused or inventoried n Ex Clemson vs North Carolina game has already happened we cant go back and reexperience it Impacts supply and demand a Want to match supply and demand 0 Excess demand and not enough supply raise the price or you can require that if they are to buy this one service that is so heavily demanded they must buy another service that isn t as heavily demanded Excess supply and not enough demand lower the price this is hard for marketer though because they don t want customers to get used to the price being low and they don t want customers to think that the service isn t really worth what the original price was Providing Great Service The GAPS Model 0 Systematic way to see if we are achieving what we are supposed to when it comes to consumers Each gap builds on the gap before it o 1 The knowledge gap 0 0 Customer expectation vs rm s perception of customer expectations There is gap if the rm doesn t know what the customer expects of them Firm must know what the customer wants Research Variety of tools that allow the rm to gure out what the customer expects wants Knowledge and experience the customer has can greatly in uence the customer expectation Type of service expectation Situation a Can buy the same type of service but it s a different situation customer has different expectations for different situations Service quality Reliability ability to perform a service in a dependable and accurate way Responsiveness willingness to help the customer and provide prompt service Assurance ability to convey trust and con dence Empathy do you have a relationship with your service provider Tangibles facilities equiptiment staff how they are dressed ect These things can change based on what type of service you are getting 0 Voiceofcustomer program Only works if management makes decisions and changes based on the feedback received 0 Zone of tolerance How much can service fall short of your expectation before you leave and nd the service elsewhere Ex boiling points on MTV test how long people stay for a service 0 2 The standards gap 0 rm s perception of customer expectations vs service standards service standards are internal to the rm and have not been communicated to the customer 0 Gap is created when management is not able to translate customer needs into managerial policy Training 0 Commitment Make sure there is commitment by upper management to uphold the set service standards 0 Ex Container Store have some of the highest number of hours to train employees and this has led them to achieve their standards 0 3 The delivery gap 0 Service standards the company set vs the actual service 0 Gap occurs if management cant get employees to do what they need to do 0 Employee empowerment Can front line employees employees that deal directly with customers below managers actually help the customer 0 Emotional and instrumental support 0 Technology 0 4 The communications gap 0 the actual service provided vs the service promised Services promised to the customer through advertising are external to the rm 0 How do we overcome the gap Manage expectations I Don t set unrealistic expectations I Customer can be 3 things after a service is completed Dissatis ed O Satis ed o Railed Service Recovery after a service failure 0 Listening to the customer 0 Finding a fair solution to the customers problem 0 Distributive fairness What bene t you get from a rm when a service failure happens what did you get from what you gave up 0 Procedural fairness What is the process to get retribution what did you have to do to get that bene t after a service failure Resolving problems quickly 0 Keep problems from becoming bigger problems
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