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MKTG

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swann
24 diapositives · 458 Views · Aug 08, 2014

MKTG. Lamb, Hair, McDaniel 2007-2008. 11. Services and Nonprofit Organization Marketing. CHAPTER. Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University. Learning Outcomes. Discuss the importance of services to the economy

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  1. MKTG Lamb, Hair, McDaniel 2007-2008 11 Services and Nonprofit Organization Marketing CHAPTER Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian University

  2. Learning Outcomes Discuss the importance of services to the economy Discuss the differences between services and goods Describe the components of service quality and the gap model of service quality LO1 LO2 LO3

  3. Learning Outcomes Develop marketing mixes for services Discuss relationship marketing in services Explain internal marketing in services Discuss global issues in services marketing Describe nonprofit organization marketing LO4 LO5 LO6 LO7 LO8

  4. The Importance of Services LO1 Discuss the importance of services to the economy

  5. The result of applying human or mechanical efforts to people or objects. Service Service LO1

  6. Deed Performance Effort Services Services as a percentage of GDP 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% Services as a percentage of employment 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 81% REVIEW LEARNING OUTCOME LO1 The Importance of Services

  7. How Services Differ from Goods LO2 Discuss the differences between services and goods

  8. Intangible Inseparable Heterogeneous Perishable How Services Differ from Goods LO2

  9. http://www.webmd.com Online How Services Differ from Goods Intangibility • Search Qualities • Experience Qualities • Credence Qualities LO2

  10. Service Quality LO3 Describe the components of service quality and the gap model of service quality

  11. Components of Service Quality Reliability The ability to perform the service right the first time. Responsiveness The ability to provide prompt service. Assurance The knowledge and courtesy of employees. Empathy Caring, individualized attention to customers. Tangibles The physical evidence of a service. LO3

  12. CoreService The most basic benefit the consumer is buying. Supplementary Service A group of services that support or enhance the core service. The Service Offering LO4

  13. Problem solving Advice and information Order taking Overnight transportation and delivery of packages Billing statements Supplies Tracing Pickup Documentation Core and Supplementary Services for FedEx LO4

  14. Nonprofit Organization Marketing LO8 Describe nonprofit organization marketing

  15. NonprofitOrganization Marketing An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment. Nonprofit Organization Marketing LO8

  16. Nonprofit Organization Marketing • Government • Museums • Theaters • Schools • Churches LO8

  17. Market intangible products Shared Characteristics with Service Organizations Production requires customer’s presence Services vary greatly Services cannot be stored Nonprofit Organization Marketing LO8

  18. Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes LO8

  19. Provide services that respond to the wants of : • Users • Payers • Donors • Politicians • Appointed officials • Media • General Public Objectives LO8

  20. Apathetic or strongly opposed targets Pressure to adopt undifferentiated segmentation Complementary positioning Target Markets Unique Issues of Nonprofit Organizations LO8

  21. Product Decisions • Benefit complexity • Weak or indirect benefit strength • Low involvement Distinctions between Business and Nonprofit Organizations LO8

  22. Professional volunteers Sales promotion activities Public service advertising http://www.adcouncil.com Online Promotion Decisions LO8

  23. Pricing objectives Nonfinancial prices Characteristics Distinguishing Pricing Decisionsof Nonprofit Organizations Indirect payment Separation betweenpayers and users Below-cost pricing Pricing Decisions LO8

  24. Benefitcomplexity PRODUCT PLACE Special facilities Benefitstrength • TARGET • Apathetic or strongly opposed • Undifferentiated segmentation • Complementary positioning Involvement Nonfinancial Professional volunteers Indirect payment Sales Separation PROMOTION PRICE Below costpricing Public Service Advertising REVIEW LEARNING OUTCOME LO8 Nonprofit Organization Marketing