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Lecture Marketing (11/e): Chapter 12 – Kerin, Hartley, Rudelius

Chapter 12 describe four unique elements of services, recognize how services differ and how they can be classified, explain how consumers purchase and evaluate services, develop a customer contact audit to identify service advantages, explain the role of the seven Ps in the services marketing mix, discuss the important roles of internal marketing and customer experience management in service organizations. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Describe four unique elements of services. LO1 Recognize how services differ and how they can be classified. Explain how consumers purchase and evaluate services. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: Develop a customer contact audit to identify service advantages. LO4 Discuss the important roles of internal marketing and customer experience management in service organizations. Explain the role of the seven Ps in the services marketing mix. LO6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO5 SERVICES: CONSUMERS WANT AUTHENTIC EXPERIENCES FIGURE 12-1 Services are a larger part of the U.S. GDP than goods THE UNIQENESS OF SERVICES THE FOUR I’S OF SERVICES LO1 Services Four I’s of Services Intangibility Inseparability Inconsistency Inventory Idle Production Capacity Singapore Airlines and American . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Describe four unique elements of services. LO1 Recognize how services differ and how they can be classified. Explain how consumers purchase and evaluate services. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: Develop a customer contact audit to identify service advantages. LO4 Discuss the important roles of internal marketing and customer experience management in service organizations. Explain the role of the seven Ps in the services marketing mix. LO6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO5 SERVICES: CONSUMERS WANT AUTHENTIC EXPERIENCES FIGURE 12-1 Services are a larger part of the U.S. GDP than goods THE UNIQENESS OF SERVICES THE FOUR I’S OF SERVICES LO1 Services Four I’s of Services Intangibility Inseparability Inconsistency Inventory Idle Production Capacity Singapore Airlines and American Express Which Four I’s of services element? LO1 FIGURE 12-2 Inventory carrying costs of services depend on the cost of employees and equipment THE UNIQENESS OF SERVICES THE CONTINUUM & CLASSIFICATION OF SERVICES LO2 Service Continuum Classifying Services Delivery by People or Equipment Profit or Nonprofit Organizations Government Sponsored FIGURE 12-3 The service continuum shows how offerings can vary in their balance of products and services FIGURE 12-4 Services can be classified as equipment-based or people-based Merrill Lynch and The American Red Cross What is the classification of each service? LO2 MARKETING MATTERS Social Marketing is a Must for Nonprofits LO2 HOW CONSUMERS PURCHASE SERVICES The Purchase Process Search Properties Experience Properties Credence Properties LO3 FIGURE 12-5 Consumers use search, experience, and credence properties to evaluate services HOW CONSUMERS PURCHASE SERVICES LO3 Assessing Service Quality Gap Analysis Monitoring