tailieunhanh - Marketing management Chapter 13

CHAPTER 13 DESIGNING AND MANAGING SERVICES. As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Many books point out the significant profitability of companies that manage to deliver superior service. | IN THIS CHAPTER WE WILL ADDRESS THE FOLLOWING QUESTIONS 1. How are services defined and classified and how do they differ from goods 2. How are services marketed 3. How can service quality be improved 4. How do services marketers create strong brands 5. How can goods-preducing companies improve customer support services .LFASSEMBtlW CHIPS t. SEARCHERS AREMMTO PI CHAPTER 13 DEStGNING AND MANAGING SERVICES A priril ad Iran IBM s On DenwniT campaign irrfiicn focuses on customizing hardtoe software and systems to help other companies harness the power of technology vAli IBM products and services. As companies find it harder and harder to differentiate their physical products they turn to service differentiation. Many books point out the significant profitability of companies that manage to deliver superior Companies seek to develop a reputation for superior performance in on-time delivery better and faster answering of inquiries and quicker resolution of complaints. Service becomes the mantra. Perhaps the most dramatic example of how the growth of services has changed the face of business is what has happened to one of the world s most successful companies IBM. Famous for its accomplishments in computer hardware and software IBM has undergone a massive transformation. Currently L-----. J almost half of its 8 brl ion in annual revenues comes from global services. Companies such as American Express are signing up for consulting engagements that involve customized software hardware and systems solutions worth literally billions of dollars to IBM. IBM s e-business on demand initiative is a company-wide effort to help other companies harness the power of technology through IBM products and services. To fulfill its service promises IBM has had to develop new skills and become more customer focused. The billion acquisition of PricewaterhouseCoopers Consulting in October 2002 has provided valuable strategic expertise. To help improve R D designs and service .