1、Chapter 9Marketing of Services1Contents9.1 The Uniqueness of Service 9.1.1The Four Is of Service 9.1.2 The Service Continuum 9.1.3 Classifying Services 29.2 How Consumers Purchase Services 9.2.1 The Purchase Process 9.2.2 Purchase Evaluation 9.2.3 Customer Contact Audit 39.3 Managing the Marketing o
2、f Services 9.3.1 Product(Service)9.3.2 Pricing 9.3.3 Place(Distribution)9.3.4 Promotion 49.1 The Uniqueness of Service Services are performances,acts,expertise,or deeds that consumers pay for with money or with something else of value,such as theirs own time.59.1.1The Four Is of Service There are fo
3、ur unique elements to services:intangibility,inconsistency,inseparability,and inventory.These four elements are referred to as the four Is of services.6nIntangibility Services are intangible;that is,they cant be held,touched,or seen before the purchase decision.nInconsistency Marketing services is c
4、hallenging because the quality of a service is often inconsistent.Since many services depend on people who provide them,their quality of service can vary with each persons capabilities and the day-to-day performance of the same individual.7nInseparability In most cases the consumer cannot(and does n
5、ot)separate the service from the deliverer of the service or the setting in which the service occurs.nInventory With services,inventory carrying costs are more subjective and are related to idle production capacity,or availability of the service provider when there is no demand.The inventory cost of
6、 a service is the cost of reimbursing the person used to provide the service along with any needed equipment.89.1.2 The Service Continuum9.1.3 Classifying Services Delivery by people or equipment Profit and nonprofit organizations Government Sponsored or Not99.2 How Consumers Purchase Services9.2.1
7、The Purchase Process The intangible and inseparable aspects of services affect the consumers evaluation of the purchase.Because services cannot be displayed,demonstrated,or illustrated,consumers cannot make a prepurchase evaluation of all the characteristics of services.Similarly,because services ar
8、e produced and consumed simultaneously,the buyer must participate in producing the service,and that participation can affect the evaluation of the service.109.2.2 Purchase Evaluation Once a consumer tries a service,how does she evaluate it?Primarily by comparing expectations about the service with a
9、ctual experience she has with the service.119.2.3 Customer Contact Audit Consumers judge services on the tangible aspects of experience and on their interaction with the service provider.To focus on these experience or service encounters,a firm can develop a customer contact audit-a flowchart of the
10、 points of interaction between consumer and service provider.This is particularly important in high-contact service such as hotels,educational institutions,and automobile rental agencies.129.3 Managing the Marketing of Services Just as the unique aspects of services necessitate changes in the consum
11、ers purchase process,the marketing management process requires special adaptation.In services marketing,the employee often plays a central role in attracting,building,and maintaining relationships with customers.This aspect of services marketing has led to a new conceptinternal marketing.13 Internal
12、 marketing is based on the notion that a service organization must focus on its employees,or internal market,before successful programs can be directed at customers.14Lets use the four Ps framework of the text for discussing the marketing mix for services.9.3.1 Product(Service)Exclusivity Branding C
13、apacity Management159.3.2 Pricing Setting Prices Two common methods of pricing services are cost plus percentage-of-cost and target ROI pricing.Role of Pricing Pricing plays two essential roles:to affect consumer perceptions and to be used in capacity management.169.3.3 Place(Distribution)Place of d
14、istribution is a major factor in developing service marketing strategy because of the inseparability of services from the producer.Rarely are intermediaries involved in the distribution of a service;the distribution site and service deliverer are the tangible components of the service.179.3.4 Promot
15、ion The value of promotion,specifically advertising,for many services is in showing the benefits of purchasing the service.Public Relations Public relations has played a major role in the promotional strategy of nonprofit services and professional organizations.18Words and Expressions 1.Services服务 2
16、.Four Is of services服务的4 Is 3.service-based economy:服务经济 4.Service continuum服务图谱 5.inseparability:不可分离性 6.heterogeneity:各种各样，异质性 7.Internal marketing内部营销19 8.inconsistency:不确定性 9.low-price provider:低价产品提供者 10.product driven:产品驱动的 11.customer-value driven:顾客价值驱动的 12.intangibility:无形性 13.upgrading their existing products:升级产品20
