Chapter 12: Services and Nonprofit Organization Marketing (Components of…
Chapter 12: Services and Nonprofit Organization Marketing
The importance of Services
are the result of applying human or mechanical effort to people or subjects (Can't be physically process)
account for around 80% of U.S jobs and GDP
How Service differ from Goods
: no physical object makes it hard to communicate benefit
: Production and consumption are simultaneous (đồng thời), meaning the consumer take part in
(ko đồng nhất) Service depend on their employees for quality, which makes consistency difficult to achieve
(dễ hư, bỏ đi): Services cannot be saved, and it is challenging to synchronize (đồng bộ hoá) supply and demand . ex: airline, hotel at the specific time if customer dont buy the service, company lose that money and it can't be saved and sell it tomorrow like a product.
Components of Service Quality
: The ability to perform the service right the first time
The ability to provide prompt service
: The knowledge and courtesy of employees and ability to convey trust
: Caring, individualized attention to customers.
: The physical evidence of the service
Mental Stimulus Processing
when service directed at people's minds. Ex: theater performance and education.
when the service is directed at a customer. Ex: transportation and health care.
when service is directed at customer's physical possession. Ex: lawn care, dry cleaning, veterinary services.
service that use technology or brainpower directed at a customer's assets. Ex: insurance and consulting.
Core and Supplymentary
: Most basic benefit the customer is buying
Group of services that support or enhance the core service
Standardization and Customization
*mô hình Customization/Standardization
Same ideas line and mix as product mix
Relationship Marketing in Services
Build social bonds
: using pricing incentive as well as building social bonds with customers. Keeps in touch with customers.
Provide pricing incentives
: uses pricing incentive to encourage the customer to continue doing business. Least effective because its price-based advantage is easily imitated (copy) by competitive firms.
Design service to meet customer need
: encourage customer loyalty through intimate (thân mật) knowledge of individual customers.
Many service involves ongoing to interaction between service organization and customers. They can benefit from the relationship marketing: attracting, developing, and retaining customer relationships.
Offer value - added services
: the firms add structure bonds to the formula. This offer value-added services that are not available by competitive firms.
Internal Marketing in Service Firms
: Treating employees as customer and developing system and benefits that satisfy their needs
Non-profit Organization Marketing
: An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment.
Apathetic or strongly opposed targets
Pressure to adopt undifferentiated segmentation