PowerPoint Slides to accompany Rix Marketing: A Practical Approach 7e

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PowerPoint Slides to accompany Rix Marketing: A Practical Approach 7e. What is a Product A product is something you can touch What is a Service? A service is an action performed by someone (labour). If you buy a new battery for your car, that's a product. - PowerPoint PPT Presentation

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  • PowerPoint Slides to accompany Rix Marketing: A Practical Approach 7e

  • Rix Marketing: A Practical Approach 7e Next: The Special Characteristics of Services Chapter Nine: Services Marketing Strategies Learn more on page 317

    What is a ProductA product is something you can touch

    What is a Service?A service is an action performed by someone (labour).

    If you buy a new battery for your car, that's a product.

    The installation of that battery is a service.

  • Rix Marketing: A Practical Approach 7e Next: The Special Characteristics of Services Chapter Nine: Services Marketing Strategies Learn more on page 317The scope of the services marketCommunicationProfessionalPersonal careHealth careEducation HouseholdAccommodationRecreation & entertainmentTravel and transportPlus a huge range of B2B services

  • Rix Marketing: A Practical Approach 7e Next: Distinctive Colour Adds Tangibility to a Service Chapter Nine: Services Marketing Strategies Learn more on pages 317 - 322The Special Characteristics of Services Intangibility customer cannot experience prior to purchase need to add physical evidence Variability customer receives a different product each time need to either standardise or customise service allows for market segmentation by customising service Perishability and fluctuating demand real time services are lost if not used demand has peaks and troughs need to use marketing mix to manage supply and demand allows for segmentation through pricing and promotion Inseparability hard to separate service from service provider customer is involved in service delivery need to manage moments of truthServices marketing requires some different strategies because of:

  • Distinctive Colour Adds Tangibility to a ServiceRix Marketing: A Practical Approach 7e Next: Managing Inseparability & Fluctuating Demand Chapter Nine: Services Marketing Strategies

  • Rix Marketing: A Practical Approach 7e Next: Another way of Promoting to Add Tangibility Chapter Nine: Services Marketing Strategies Learn more on pages 322 - 332Developing a Marketing Mix for Services Distribution making the service accessible is the key task convenient location short channel length technology (Net) is critical Product to add tangibility, a services brand should highlight the service benefit must manage quality service gaps Promotion adding tangibility is the main task show the service encounter avoid over-promising build relationships Pricing customers are often unaware of service provision costs pricing is often based on inputs such as hours spent changing prices in response to demand levels is commonMany of the mix strategies are the same as for physical goods. Some differences are:

  • Another way of promoting to add tangibilityRix Marketing: A Practical Approach 7e Next: Additional Mix Elements for Services Chapter Nine: Services Marketing Strategies Learn more on pages 317 - 322

  • Rix Marketing: A Practical Approach 7e Next: NFP Marketers Chapter Nine: Services Marketing Strategies Learn more on pages 332 - 339Additional Mix Elements for Services Physical evidence strategies used to add tangibility use visuals, aromas, sounds, textures exterior/interior of premises ads, brochures, uniforms map servicescapes People strategies identify boundary spanning roles recruit service-oriented people empower front-line staff reward and motivate Process strategies manage service activities identify moments of truth construct service blueprints

  • Five Minute QuizDefine servicesList five ways of classifying servicesList four characteristics of services that differentiate them from physical goodsList the three additional elements of the marketing mix (Ps) for servicesList three target markets that NFP organisations need to appeal toRix Marketing: A Practical Approach 7e Chapter Nine: Services Marketing Strategies

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