Académique Documents
Professionnel Documents
Culture Documents
Rushen Chahal
Page 1
Page 2
Time, labor, equipment and facilities Optimal versus maximal use of capacity
Charting demand patterns Predictable cycles Random demand fluctuations Demand patterns by market segment
Page 3
Figure 14-3
Use signage to communicate busy days and times Offer incentives to customers for usage during non-peak times Take care of loyal or regular customers first Advertise peak usage times and benefits of non-peak use Charge full price for the service--no discounts
Use sales and advertising to increase business from current market segments Modify the service offering to appeal to new market segments Offer discounts or price reductions Modify hours of operation Bring the service to the customer
Page 4
Figure 14-4
Stretch time, labor, facilities and equipment Cross-train employees Hire part-time employees Request overtime work from employees Rent or share facilities Rent or share equipment Subcontract or outsource activities
Perform maintenance renovations Schedule vacations Schedule employee training Lay off employees
Page 5
Table 14-1
What is the Nature of Demand Relative to Supply? Extent of demand fluctuations over time
Extent to which supply is constrained Wide Narrow
2 Insurance Legal services Banking Laundry and dry cleaning Peak demand can 1 usually be met Electricity without a major Natural gas delay Telephone Hospital maternity unit Police and fire emergencies Peak demand regularly exceeds capacity 4 Accounting and tax preparation Passenger transportation Hotels and motels Restaurants Theaters
3 Services similar to those in 2 but which have insufficient capacity for their base level of business
Source: Christopher H. Lovelock, Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing, 47, 3 (Summer 1983): 17.
Page 6
Table 14-2
Type of service
Legal Consulting Accounting Medical Law firm Accounting firm Consulting firm Health clinic Delivery services Telecommunication Utilities Health club Hotels Restaurants Hospitals Airlines Schools Theaters Churches
Labor
Equipment
Facilities
Page 7
Page 8