kotler13_im_Marketing management笔记.doc

此文档收集于网络，如有侵权，请联系网站删除DESIGNING AND MANAGING SERVICES13 C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know how services are defined and classified, and how do they differ from goodsq Know how services are marketedq Know how service quality can be improvedq Know how service marketers create strong brandsq Know how goods-producing companies can improve customer support servicesCHAPTER SUMMARY A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It may or may not be tied to a physical product. Services are intangible, inseparable, variable, and perishable. Each characteristic poses challenges and requires certain strategies. Marketers must find ways to give tangibility to intangibles; to increase productivity of service providers; to increase and standardize the quality of the service provided; and to match the supply of services with market demand. Service industries lagged behind manufacturing firms in adopting and using marketing concepts and tools, but this situation has now changed. Service marketing must be done holistically; it calls not only for external marketing but also for internal marketing to motivate employees and interactive marketing to emphasize the importance of both “high tech” and “high touch.”Customers expectations play a critical role in their service experiences and evaluations. Companies must manage service quality by understanding the effects of each service customer.Top service companies excel at the following practices: a strategic concept, a history of top-management commitment to quality, high standards, self-service technologies, systems for monitoring service performance and customer complaints, and an emphasis on employee satisfaction. To brand a service organization effectively, the company must differentiate its brand through primary and secondary service features and develop appropriate brand strategies. Effective branding programs for services often employ multiple brand elements. They also develop brand hierarchies and portfolios and establish image dimensions to reinforce or complement service offerings. Even product-based companies must provide postpurchase service. To provide the best support, a manufacturer must identify the services customers value most and their relative importance. The service mix includes both presales services (facilitating and value-augmenting services) and postsale services (customer service departments, repair and maintenance services). OPENING THOUGHT The teaching of “services marketing” can pose a challenge to the instructor by the very nature of a “service”its intangibility, inseparability, variability, and perishability. Challenges to the instructor in teaching this course lies in connecting these concepts to the students in ways that they will relate to and understand. Students use services everyday, in their role as a student, it means that they are receiving a serviceinstruction. The instructor is encouraged to use the example of “instruction” or the university setting to demonstrate the four dimensions of services that differentiates it from a physical product: intangible, inseparable, variability, and perishability. Most students will understand that a service cannot be felt, touched, or inventoried; some students will not fully understand the interconnectiveness between the service provider and the service “receiver” or consumer. Students may have some difficulty in conceptualizing the service dimensions of reliability, responsiveness, assurance, empathy, and tangibles as part of the service marketing dimensions. The instructor is encouraged to use multiple examples of excellent service companies, guest speakers, and personal or student real life examples to illustrate the challenges facing the marketing of services to the public. The interaction or role that the customer plays in the delivery of a service may pose a barrier because many students (and of course actual consumers) do not fully understand their part in the service process or maximize their participation in the process. This topic is a good one for an in-class discussion or outside assignment. Students, as well as instructors, can and do like to tell service stories (positive or negative) that can illustrate and/or demonstrate good and bad service marketing. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. At this point in the semester-long project, those students who have selected a “service” idea for the marketing plan must submit their offering. Students whose project is a “product based” component do not have anything to submit for this chapter. 2. Using the information on marketing research covered in this text, ask the students to prepare a teaching SERQUAL form to be administered in all the classes taught in your department. This SERQUAL survey should focus on evaluating the students understanding of their role in the service delivery process of teaching. If your college or university has a standardized form for evaluating students perceptions of learning, ask the students to compare and contrast these two measures. Why is a difference and where are they similar?3. Sonic PDA Marketing Plan All marketers need to develop a service strategy when preparing their marketing plans. Marketers of intangible products must consider how to manage customer expectations and satisfaction. Marketers of tangible products must create suitable support services. You are planning product support services for Sonics PDA. The following questions will help you map your service strategy: What support services do buyers of PDA products want and need? Consider what Sonics competitors are doing in this area. How can Sonic identify and manage gaps between expected and perceived service to satisfy customers? What post-sale services must Sonic make available to customers who buy the Sonic PDA? What internal marketing does Sonic need to do to implement its service strategy?Summarize your recommendations in a written marketing plan or enter the information in the Product Offering and Service section of Marketing Mix heading in Marketing Plan Pro.ASSIGNMENTSSmall Group Assignments1. As the opening vignette indicated, IBM has transformed itself from a hardware seller to a service provider. In small groups, students should undertake to provide three additional examples of firms that have changed their product/service mix and now receive most (or a great increase in percentage) of its revenue from providing services. 2. Search and experience qualities are two characteristics of service providers. Yet each provides consumers with differing “clues” as to the competency of the service provider. In this assignment, students are to identify two different service providers one that is high in search qualities and one that is high in experience qualities. Using the consumer expectancy-value model and non-compensatory models of consumer choice covered in Chapter 6 of this text, the students should outline their understanding of how consumers select a service high in search qualities and high in credence qualities.Individual Assignments1. Additional readings may be necessary for students to understand fully the scope and the importance of marketers providing excellent service to their customers. It is recommended that students should choose two articles found in the endnotes of this chapter and after reading the articles selected, prepare a paper detailing the information found pertaining to the marketing of services. 2. In the Marketing Memo entitled, Assessing E-Service Quality, the authors identify a 14-item scale that forms the basic building blocks of a “compelling online experience.” Students should be directed to find Web sites (one or more) that meet all or a majority of these 14 items and those that do not meet a majority of the items mentioned. In preparing their papers, students should include rationale for their characterizations of these Web sites. Think-Pair-Share1. In the Marketing Memo entitled, A Services Marketing Checklist, the authors list six major questions areas that good service providers have to ask and answer if they wish to manage and exceed expectations with their customers. Students should undertake to interview a minimum of three service providers, asking these questions, and then record the answers. Students should come to class ready to share their findings with their other classmates. 2. We all have “service failure” stories to tell. As a matter of fact, most people love to tell about the time that such and such firm provided sub-par service to us as consumers. Sometimes these stories are humorous and other times they are sad. Ask the students to think about such stories and prepare to tell these stories in class. These stories can be either their own stories or that of a close friend or family member. In preparing to recount the story line, students should first analyze the incident in terms of the concepts and tenants presented in this chapter. For example, the restaurant that did not address a customers “cold food” is a service failure. However, was that service failure due to insufficient training, inadequate hiring practices, or an inability of the restaurant to monitor customer expectations? Students should come to class prepared to identify (as close as possible) the causes of the service failure. MARKETING TODAYCLASS DISCUSSION TOPICSBusiness Week, in its October 23, 2000, issue, carried a cover story called “Why Service Stinks,” based in part on the fact that from 1994 to 2000 customer satisfaction in the United States dropped for some major service categories, specifically airlines, banks, stores, and hotels. Class discussion should be focused on answering this question: Has service and service satisfaction by consumers improved or has it declined since this article was published? (Limit the answers to one of these aforementioned service providers.)Each student is to take one of the two positions and the instructor should encourage the students to do an Internet search of the appropriate journal articles, published papers, and mass-media news reporting to support their position.For exceptional students, the instructor can ask them to direct or “frame” their responses to the service-quality “gaps” model shown in Figure 13.4 of the chapter. In other words, if the students position is that service quality has decreased since 2000 (in the airline business for example), is this because of an increase in the “customer gap,” or “gaps” 25? END-OF-CHAPTER SUPPORT MARKETING DEBATEIs Service Marketing Different From Product Marketing? Some services marketers vehemently maintain that service marketing is fundamentally different from product marketing and that different skills are involved. Some traditional product marketers disagree, saying, “good marketing is good marketing.” Take a position: Product and services marketing are fundamentally different versus product and services marketing are highly related. Pro: Marketing is marketing. Consumers buy a product or use a service to answer a particular need or want. The customers value hierarchy: The customers decision-making process and their own consumption system does not change when purchasing a service versus a product. How the consumer comes to understand the core benefit, potential product, or the functionality of the service is based upon branded marketing theory. The differences between marketing a service versus marketing a product lies in the execution of the marketing process for the service. Product, place, price, and promotion concepts are still validalbeit with some changes in either their weight in the consumer-decision process or their means of communication to the consumers.Con: The dimensions that distinguish a product from a service vary: intangibility of the service (that it does not contain physical properties for the consumer to feel, touch, smell, or “try-on”). The inseparability of the service provider from the consumer; the variability of service from encounter to encounter; and the fact that the service is perishable all create new and different marketing challenges for the service marketer. The service marketer must make an “intangible” tangible, make variability consistent, tell the customer that you, the customer, have a role in this process, participate in the successful outcome, and that the service marketer must adjust for fluctuating demand and supply timing, are different from product marketers. Finally, the service marketer must ensure that customer expectations are matched by customer perceptions after the service is performed. The service provider can either communicate lower expectations for their customers or develop processes to deliver to the customers expectations each time. Less than a 100 percent “match” between expectations and performance for the service provider leads to dissatisfied consumers who use past experiences, word-of-mouth (mouse), and physical clues with assigned higher degree of importance than for physical products. MARKETING DISCUSSIONColleges, universities, and other educational institutions can be classified as service organizations. How can you apply the marketing principles developed in this chapter to your school? Do you have any advice as to how they could become better service marketers? Student answers will differ. However, the following marketing principles developed in the chapter were: A service differs from a product in its intangibility, inseparability, variability, and perishability. Service marketing must be done holistically and calls for external, internal, and interactive marketing. Service marketers must manage service quality by understanding the effects of each service encounter. To brand a service, the company must differentiate its brand through primary and secondary service features and often employs multiple brand elements. Service companies that excel in service have the following practices: A strategic concept toward service, top-managements commitment to quality, high standards, self-serving technologies, systems to monitor service performance and customer complaints, and an emphasis on employee satisfaction. Product-based firms must provide postpurchase service by identifying the “services” customers value the most and the relative importance of each.MARKETING SPOTLIGHTSouthwest AirlinesDiscussion Questions:1)What have been the key success factors for Southwest Airlines?a. It has a strategic concept.b. A history of top-management commitment to quality.c. High standards.d. Systems for monitoring service performance and customer complaints. e. An emphasis on employee satisfaction.2)Where is Southwest Airlines vulnerable?a. Other airlines duplicating the low-cost concept.b. Other airlines trying to duplicate Southwests commitment to customer service. 3)What should it watch out for?a. New or existing airlines efforts to duplicate their strategic direction.b. Increases in self-service technologies in the airline business.c. Internal complacency in meeting its high standards of customer service. 4)What recommendations would you make to senior marketing executives going forward?a. First, do not rest on past successescontinue your strategic direction.b. Second, monitor changes in your target markets definition of “service” and adapt to those changes. DETAILED CHAPTER OUTLINE As a company finds it harder and harder to differentiate physical products, it turns to service differentiation. Companies seek to develop a reputation for superior performance in on-time deliveries, better and faster answering of inquiries, and quicker resolution of complaints. Service businesses increasingly fuel the world economy.THE NATURE OF SERVICES The Bureau of Labor Statistics reports that the service-producing sector will continue to be the dominant employment generator in the economy, adding 20.5 million jobs by 2010. Service Industries Are Everywhere A) Government sector.B) Private nonprofit sector.C) Business sector.D) Manufacturing sector.E) Retail sector.F) We define service as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or not be tied to a physical product. G) Manufacturers, distributors, and retailers can provide value-added services or simply excellent customer service to differentiate themselves. H) Many pure service firms are now using the Internet to reach customers. Review Key Definition here: serviceCategories of Service MixA) Pure tangible goods.B) Tangible goods with accompanying services.C) Hybrid.D) Major service with accompanying minor goods and services.E) Pure service.F) Because of this varying goods-to-services mix it is difficult to generalize about services with further distinctions:1)Services vary as to whether they are:a.Equipment-based.b.People-based.2) Service companies can choose among different processes to deliver their service. 3) Some services require the clients presence and some do not. 4) Services differ as to whether they meet a personal need or a business need. Service providers typically develop different marketing programs for personal and business markets. 5) Service providers differ in their objectives and ownership. G) The nature of the service mix also has implications for how consumers evaluate quality. H) For some services, customers cannot judge the technical quality even after they have received the service. Figure 13.1 shows various p