products elements productivity and quality    place and time
marketing mix
price
process
^ physical environment
promotion and education
people
distinctive marketing chalenges
when customer rents goods rather than buying them, what happens?
therefore marketing management
laskstn manufacturingsecteiran« service differ
9; H/erii'icd
Perspectives on marketing in the service economy
1. What are the implications for customers?
2. What arc the marketing related tasks?
market transformations
services
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what are they?
Perspectives on marketing in the service economy
market transformations
services
characteristics of services affects customer behavior and marketing strategy
services
characteristics of services affects customer behavior and marketing strategy
nonseparability perishablility durable value nonownership
form of rentals ^
nownership
form of rentals
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nownership
form of rentals
Rented goods services
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Defined space and place rentals
Labor and expertise rentals
Labor and expertise rentals
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Access to shared physical environments
V
Access to shared physical environments
Systems and networks: access and usage
nownership
form of rentals
How does the distinction between ownership and nonownership affect the nature of marketing tasks and strategy? «
1. there is a market for renting durable goods instead of selling them
*fng Portion of a ,
<S ica market tor i
<^ 2. renting portions of a larger physical ( • entity can form the basis for services
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3. customers need to be more closely engaged with service suppliers
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4. time plays a central role in most services
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U 4. time plays a central J       r0le in most services
5. customer choice criteria may differ between rentals and outright pruchases
6- Se^ces offer
ror fes00rce
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6. services offer opportunities for resource sharing
services
characteristics of services affects customer behavior and marketing strategy
economic activities
what are
Who: Ford, Fiat, Rolls Royce, IBM,...
economic activities
most commonly time-based
most commonly time-Dasea
consumers are looking for desired result
expect to obtain value in exchanage fortneir money, time, and effort
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Dnsumers are looking for desired res
expect to obtain value in exchanage forTheir money, time, and effort
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3 does not come from > transfer of ownership!
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Who: Ford, Fiat, Rolls Royce, IBM,
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when talking about services and marketing services, distinguish
marketing through services
marketing of services
marketing through services
serving customers well and adding supplementary service elements to the core product
serving customers well and adding supplementary service elements to the core product
marketing of services
s
stand-alone services, therefore is possible to target NEW customers
vv customers
le
distinctive marketing chalenges
when customer rents goods rather than buying them, what happens?
therefore marketing management tasks in manufacturing sector and
distinctive marketii
when customer rents goods rather than buying them, what happens?
therefore marketing management tasks in manufacturing sector and
service differ
EXPECT
TIONS
Expectation lead to
sappointment
Is rattier than buying i, what happens?
therefore marketing management tasks in manufacturing sector and service differ
s-last service products cannot
be inventoried
natngible elements usually
Inatngible elements usually d am i n ate va I u e ere ati an
ierv" ces are often difficult tc
ervices are often difficult to visualize and understand
Customers may be involved
Customers may be involved
in co-product!on
Pople may be part of the
Pople may be part of the service experience
Operational inputs and
Ope rati an a I inputs and outputs tend to vary more
widely
The time factor often assumes great importance
Distribution nay take place
Distribution may take place through nonphysical
channels
Most service products cannot be inventoried
_
Inatngible elements usually d o m i n ate va I u e ere ati o n
ices are often difficult to ualize and understand
Customers may be involved in co-production
pie may be part of the service experience
Operational inputs and outputs tend to vary more widely
The time factor often assumes great importance
1. What are the implications for customers?
2. What are the marketing related tasks?
3. Do these individual differences apply equally to all services
Distribution may take place through nonphysical channels
place and time
marketing mix
environment
products elements
productivity and quality     place and time
price
marketing mix
process
f [wl     physical environment
people
promotion and education