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Reading 10: The Marketing Mix for Services and Non-Profit Marketing -…
Reading 10: The Marketing Mix for Services and Non-Profit Marketing
SPECIAL CHARACTERISTICS OF SERVICES
intangibility
not physical offerings but may offer physical elements
inseparability
production and consumption are simultaneous
variability
service quality may vary depending on who is performing the service
perishability
cannot be stored in the same way some physical goods can
non-profit marketing tends to be service-based but also often includes a blend of goods and services
PEOPLE
people play a key role in serving customers and representing the brand
they influence subsequent interactions and improve effectiveness and efficiency
staff need the skills to identify customer needs accurately
human resources plays a role in selecting and training staff
PROCESS
processes for delivering the service may be visible to customers
process becomes part of the service experience and customers are described as co-producers
some customers don't want to be co-producers
processes are important for maintaining the efficiency of services
the operations management function is central to ensuring that companies processes contribute to the delivery of customer value
PHYSICAL EVIDENCE
indicates service quality and service experience
affects purchase selection and future patronage
important for representing the brand and provides tangible cues to support and offering
needs to be appropriately tailored to the target segment(s)
offers the opportunity for differentiation and adding value