MARKETING MANAGEMENT

12th edition

13
Designing and
Managing
Services

Kotler Keller
Chapter Questions
• How do we define and classify services and
how do they differ from goods?
• How do we market services?
• How can we improve service quality?
• How do service marketers create strong
brands?
• How can goods marketers improve
customer support services?
Copyright © 2009 Pearson
Education, Inc. Publishing
as Prentice Hall
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IBM has moved
from a goods
business to a
service business

Bisnis berdasarkan
permintaan

TH 2010 Lowongan
kerja : 20,5% Vs
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Service

Any act of performance that one

party can offer another that is
essentially intangible and does not
result in the ownership of anything;
its production may or may not
be tied to a physical product.

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Service Sectors

Private
Government
nonprofit

Business Retail
Manufacturing

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General Motors’ OnStar Service

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Categories of Service Mix
Pure tangible good
(sabun, pasta gigi, garam.dll)

Good w/ accompanying services

(mobil, computer,dll)

Hybrid
(restoran,dll)

Service w/ accompanying goods

(transport via pesawat terbang, kapal,dll)

Pure service
(pijat, psikoterapi, pb rmh tangga,dll)
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 Service Distinctions
• Equipment-based or people-based
– cuci mobil otomatis, ATM Vs akuntan, cleaning
sevice
• Service processes
– fast food, swalayan, cafe,dll
• Client’s presence required or not
– operasi, reparasi mobil, salon,dll
• Personal needs or business needs
• Objectives and ownership
– Profit, nonprofit Vs swasta, pemerintah 13-8
Figure 13.1 Continuum of Evaluation for
Different Types of Products

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Distinctive Characteristics of Services

Intangibility

Inseparability

Variability

Perishability
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Intangibility : Physical Evidence and
Presentation
Place

People

Equipment

Communication material

Symbols

Price
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 Mayo Clinic’s Tangible Cues

 Pasienlah yang utama

 Lebih enak sebelum
bertemu dokter
 Air terjun indoor
 Jendela : melihat gunung

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 Inseparability : Blue Man Group
includes 33 different performers

 Pementasan
 Album nominasi grammy award
 Iklan

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Variability : How to Increase Quality
Control

Invest in good hiring and training procedures

Standardize the service-performance process

Monitor customer satisfaction

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Perishability: Matching Demand
and Supply
Demand side Supply side
• Differential pricing • Part-time employees
• Nonpeak demand • Peak-time efficiency
• Complementary • Increased consumer
services participation
• Reservation systems • Shared services
• Facilities for future
expansion

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Figure 13.2 A Service-
Performance Process Map

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Consumer-Friendly Services

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Figure 13.3 Holistic Marketing for
Services

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Table 13.1 Factors Leading to
Customer Switching Behavior
• Pricing
• Inconvenience
• Core Service Failure
• Service Encounter Failures
• Response to Service Failure
• Competition
• Ethical Problems
• Involuntary Switching
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Figure 13.4 Service-Quality Model

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Gaps that Cause Unsuccessful
Service Delivery
• Gap between consumer expectation and
management perception
• Gap between management perception and
service-quality specifications
• Gap between service-quality specifications
and service delivery
• Gap between service delivery and external
communications
• Gap between perceived service and
expected service
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Determinants of Service Quality

Reliability

Responsiveness

Assurance

Empathy

Tangibles

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Best Practices
• Strategic Concept
• Top-Management
Commitment
• High Standards
• Self-Service
Technologies
• Monitoring Systems
• Satisfying Customer
Complaints
• Satisfying Employees
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Figure 13.5 Tracking Customer
Service Performance

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Table 13.3 Customer Importance and
Performance Ratings for an Auto Dealership

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Figure 13.6
Importance-Performance Analysis

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Developing Brand Strategies for
Services

Choosing
Brand Elements
Establishing Image
Dimensions
Devising Branding
Strategy

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Customer Worries

Failure frequency

Downtime

Out-of-pocket costs

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Marketing Debate

 Is Service Marketing Different

From Product Marketing?

Take a position:
1. Product and service marketing are
fundamentally different.
2. Product and service marketing are highly
related.

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Marketing Discussion

 Colleges and universities 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 it could become
a better service marketer?

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