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Marketing mix SERVICES & Non-PROFIT - B207, block 1, reading 10…
Marketing mix SERVICES & Non-PROFIT - B207, block 1, reading 10
People
Key role
Serving customers
Under
Over
Representing the brand
Favourable
Off-putting
Customers
Differing needs
Individual
HRM
Empathetic
Effective
Selection & training
Hall et al., 2015
Accurate first impressions
Tailoring sales approaches
Homburg et al., 2009
Customer-orientated training
Skills
Customer needs
Process
Feature
Food preparation
Coffee preparation
Self scan
Customers
co-Producers
Alternative process
Match customer segments
e.g. Banking
Online
Telephone
Branch
e.g. Train tickets
Ticket offices
Trainline app
Ticket machines
Queue management
Appointments
Numbered tickets
Open additional checkouts
Click and collect
Staff to assist
OPERATIONS MANAGEMENT - KEY
Physical evidence
Atmosphere
Quality
Decor
Cleanliness
Staff appearance
Stylishness
Lavishness
Added value
Free refreshments
Display art for sale
Themes
Service
Inseparability
Simultaneous
Production
Consumption
Variability
Human factor
Variable service
Intangibility
Not physical
May contain physical elements
Perishable
Point in time
Can't be stored