How important is Brand? Selecting the brand can be as easy as 123... Smile! But what important is to build and maintain that strong brand not only to satisfyneeds wants and demands of customers but also to delight them.
KOTLER'S MARKETING MANAGEMENT 13TH EDITION
Chapter 13 Designing and Managing Services
1. Services Distinguished
Equipment or people based
Choices of process to deliver
Client’s presence
Personal or business need
Objective ( profit or non – profit) and ownership ( private or public)
2. Evaluating Service
Search Qualities – characteristic the buyer can evaluate before the purchase
Experience Qualities - characteristic the buyer can evaluate after the purchase
Credence Qualities - characteristic the buyer finds hard to evaluate even after the purchase
3. Distinctive characteristics that adds value to the product.
Intangibility – manage the evidence and tangibilize the intangible
Thru place, people, equipment, communication materials, symbols and price.
Inseparability – produced and consumed simultaneously
Variability – Invest in good hiring and training procedures
• Standardize the service – performance process throughout the organization.
• Monitor customer satisfaction
Perishability – services cannot be stored, the right services must be available at the right customer.
Example – charging demurrage to customers failure to comply with the requirements.
4. Categories of Service Mix
No services accompany the product
Services are often crucial ( cars , computers, cellphone)
Equal parts of goods and services ( food and preparation)
Major services with additional supporting goods and services
Consists primarily of services.
5. Analysis, Formulation and Implementation of Strategies
Brand Strategies - logo’s, symbols, characters and slogans
Identifying and satisfying customers need and Post Sale Strategy
6. Hollistic Marketing for Services
Internal Marketing – is a means of en culturating practice development, and a commitment to customer service, within an organization and in the context of the organization’s identity.
External marketing - It is the forces outside of an organization that control a market.
Inter Active Marketing – the employees skill in serving the market.
7. Determinants of Service Quality
Reliability
Providing service as promised
Providing services at the promised time
Maintaining error-free records
Employees should have the knowledge to answer the customers questions
Responsiveness
Keeping customers informed as to when services will be performed
Prompt service to customers
Willingness to help customers
Readiness to respond to customer’s request
Assurance
Employees who instill confidence in customers
Making customer feel safe in their transactions
Employees who are consistently courteous
Empathy
Giving Customer individual attention
Employees who deal with customers in caring fashion
Having the customer’s best interests at heart
Employees who understand the needs of the customers
Convenient business hours
Tangibles
Modern Equipment
Visually appealing facilities
Employees who have a neat, professional appearance
Visually appealing materials associated with the service
8. Managing Service
Customer Satisfaction
Achievement of Goals
9. Best Practices of Service-Quality Management
Strategic Concept – developing strategies to meet customers need
Top management commitment – look not only on the financial performance but also on service performance
High Standards – Reliability - on time delivery , resilience – handling product recalls, answering inquiries, innovativeness – marketing insight Chelsea – small , big, oil MGO ADO
Self Service Technologies- ATM’s, vending machine, self puming at gas station etc
10. Customer Interface System
Physical Presence and Appearance
Cognition – be able to recognize pattern, draw conclusions and communicate articulately
Emotion or Attitude – be respectful and attentive
Connectedness – remain well connected to other sources important to customers experience
Choosing the market is the basic proper market analysis starting point for planning, strategies, execution and control action.
Embarking...
" ... to use productively during cruise, my analytical, people and communication skills , to surpass passengers expectation by being resourceful, enthusiastic and creative to maintain trust, respect and integrity with co – workers and the cruise line business community at all times.”
My tickets? SOLAS... Manifest... Docking Papers....
Joining also means doing my tasks on board with passion!
My follow through? Make sure ... strong brand is still strong, be aware of possible Fox sitting around the corner.
The cruise...
I had a better way, if the ship cruise at a smooth premium, with my family, customers and co - workers. Gentle cruising shall not depend on luxury, relaxation and royalty cruise. Having contentment and being thankful for continuous blessings would be the best shot for the world's precious moment.
D:\agsb subjects\markma\my personal marketing plan april
View more presentations from michellelibuit0821.
It has been a good exercise integrating conceptual learning to real business world.
First of importance is to identify your Primary Target Market.
Knowing how big the Company, Customers ( Needs , Wants and Demands) and Competitors ( Direct and Indirect, Variables)
Positioning - two most critical variable , then plot.
Bridging opportunity from the Gap between the three. Selecting the best marketing startegy
Estimate market size- competitior's data, company data and customers data to identify holistic marketing.
Product - description
Pricing- strategy
Promo - means and purposes
Place - where available
Generic winning strategy - Low Cost Producer, Supply and Distribution Leverage, Differentiation, Niche
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
Thank you so much Coach! God Bless!View more presentations from michellelibuit0821.
My Marketing Class