Slide 2:
Government sector
Private non-profit sector
Business sector
Manufacturing sector
Service
The Nature of Services :
Categories of Service Mix
Pure tangible good
Tangible good with accompanying services
Hybrid
Major service with accompanying minor goods and services
Pure service The Nature of Services
The Nature of Services :
Characteristics of Services and Their Marketing Implications
Intangibility
Service positioning strategy can be made tangible through:
Place
People
Equipment
Communication material
Symbols
Price The Nature of Services
The Nature of Services :
The Nature of Services Carbone and Haeckel purpose the following for customer experience engineering
Performance and context clues
Humanics
Mechanics
Experience blueprint
The Nature of Services :
The Nature of Services Inseparability
Variability
Quality control by:
Good hiring and training procedures
Service blueprint
Monitoring customer satisfaction
The Nature of Services :
Perishability
Strategies for better matching between demand and supply in a service business
Differential pricing
Nonpeak demand
Complementary services
Reservation systems
Part-time employees
Peak-time efficiency
Increased consumer participation
Shared services
Facilities for future expansion The Nature of Services
Slide 8:
Marketing Strategies for Service Firms Three Additional Ps
People
Physical evidence
presentation
Process
Figure 15.3: Three Types of Marketing in Service Industries :
Figure 15.3: Three Types of Marketing in Service Industries