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Reading 10 - Marking Mix - Services (People) & Non Profit - Coggle…
Reading 10 - Marking Mix - Services (People) & Non Profit
SPECIAL CHARACTERISTS
Inseparability - Production & consumption are simultaneous
Variability - Quality of service may vary
Intangibility - Not physical offerings
Perishability - Service provided at a certain point and cannot be stored
Non Profit Marketing
Service based
Includes some goods and services
Profit is not the main goal - but will need to fund raise to support the work they do
PEOPLE
Can influence purchases
May be the face of the company - or represent the brand
Customers may be loyal if they've had a positive experience
Customer service training may help staff identify what the customer wants, and assess their budget
Business to business is also important and follows similar paths
HR will ensure that the right staff are selected to represent the business the best
PROCESSES
The experience preferred
Introduction of new technology - make sure customers have the option of both otherwise customers may go elsewhere
Efficiency is also important - long queues
PHYSICAL EVIDENCE
Surroundings and atmosphere
Judgement made on quality & service
How you are greeted
How clean and professional the premises are