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R10: marketing mix for service and non-profit marketing (3 physical…
R10: marketing mix for service and non-profit marketing
intro
intangibility
non-physical offering (but may include physical elements)
inseparability
simultaneous production & consumption
variability
service qual depends on person performing service - so varies
perishability
service is at certain point in time; stock can be stored
1 people
service
represent the brand
anchor pricing
customer facing need to understand client needs from beginning otherwise risk losing the sale and relationship (future sales) by ignoring the need and going for the anchor pricing product that is unsuitable
ergo reliance on recruitment skills to employee appropriately skilled ees
2 processes
can be part of the service experience
(services) may be visible to customers
e.g. coffee being made, food being cooked
or customer is involved in the process
e.g. self checkout
must u/stand where customer segment may demand NOT a part of co-production process
e.g. banks incl auto teller and desk teller; rail station counter & machines
processes to ensure efficiency of service
queuing systems
appointments
numbering system
pre-order/collection
multiple queues for difference services
roving ees providing alternative service routes
3 physical evidence
a cue to service quality and component of service experience
affects purchase selection
affects future patronage
taxi/aircraft: cleanliness and condition restaurant: physical quality of premise; pub: ambiance
represents the brand
tangible cues to support an offering
must be tailored to target segment(s)
opportunity for differentiation & adding value
service: complimentary beverages; original art for sale; Vegas and themed hotels