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Services & Non-Profit marketing (PHYSICAL EVIDENCE (associated to the…
Services & Non-Profit marketing
PEOPLE
providing service = key
servicing customers
representing brand
able to influence customers
tailoring sales approach is more effective
customer oriented training
B2B
relationship quality v. important
performance management important
HR important
recruitment of individuals
right skills
right attitudes
PROCESSES
becomes part of service experience
delivery of service
visible or not
watch food/ coffee being made
customer involement
self scan checkout
customers become 'co-producers'
understanding customer preferences
customer happy to becoming co-producers
yes
no
e.g. ticket machines vs counter services @ train stations
maintains efficiency of services
Ops function central to processes leading to customer value
PHYSICAL EVIDENCE
associated to the service
linked by consumers to quality
part of service experience
atmosphere
cleanliness
product options
impacts purchases
represents brand
provides tangible attributes to support offering
need effective and appropriate tailoring for target market
may need updating & reviewing over time
offers differentiation
adds value
Characteristics of services
intangible
inseperable
production & consumption are simultaneous
variability
quality dependent on person offering service
perishable
provide at a point in time (not stored)
Non profit marketing
achieve goals other than profit making, market share increase, return on investment
fund raising
marketing is service based but includes goods
e.g. teaching = service + books (goods)