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

Chapter 12 - Services marketing. After reading chapter 12, you should be able to: 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. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 12-3 LO 12-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-1 LO 12-4 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. 12- LO 12-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-5 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. 12- NEW SERVICES CAN HELP YOU BECOME PART OF THE SHARING ECONOMY 12- FIGURE 12-1 Services are a larger part of the . GDP than goods 12- THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES LO 12-1 Services Four I’s of Services | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 12-3 LO 12-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-1 LO 12-4 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. 12- LO 12-6 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: LO 12-5 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. 12- NEW SERVICES CAN HELP YOU BECOME PART OF THE SHARING ECONOMY 12- FIGURE 12-1 Services are a larger part of the . GDP than goods 12- THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES LO 12-1 Services Four I’s of Services Intangibility Inconsistency 12- THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES LO 12-1 Four I’s of Services Inseparability Inventory Self-Service Technologies Idle Production Capacity 12- FIGURE 12-2 Inventory carrying costs of services depend on the cost of employees and equipment 12- THE UNIQUENESS OF SERVICES THE CONTINUUM AND CLASSIFICATION OF SERVICES LO 12-2 Service Continuum Classifying Services Delivery by People or Equipment Government Sponsored For-Profit or Nonprofit Organizations 12- FIGURE 12-3 The service continuum shows how offerings can vary in their balance of products and services 12- FIGURE 12-4 Services can be classified as equipment-based or people-based 12- MARKETING MATTERS Social Marketing is a Must for Nonprofits LO 12-2 12- HOW CONSUMERS PURCHASE SERVICES THE PURCHASE PROCESS LO 12-3 Experience Properties Credence Properties Search Properties 12- FIGURE 12-5 Consumers use search, experience, and credence properties to .