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Marketing Organisations / Services (Marketing the Organization (Activities…
Marketing Organisations / Services
Heterogeneity (variability)
Impossible to standardize output
Marketing the Organization
Activities undertaken to create, maintain or alter attitudes and/or behavior of target audiences Methodology consists of three steps:
Assessing current image of the organization
Determining a desirable image for it
Developing a marketing plan for bringing about the desired image
Image assessment
Visibility- favorability image
Content of the organization’s image
Image choice then Image planning and control
Describe how you would go about establishing a suitable image for your pharmacy*
Perishability
Inseparability
Cannot be separated from the person of the seller
Intangibility
Taste, feel, see, hear or smell
Concentrate on the benefits derived from the service
Difficult for customers to understand what a service means – look for indicators of quality