C7.services.strategy (ii)
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The document discusses the differences between goods and services. It defines goods as tangible things that can be touched, while services are intangible and involve acts or performances. The document outlines four key characteristics of services: 1) intangibility, as they cannot be touched, stored, or protected with patents. 2) inseparability of production and consumption, as services are performed and consumed simultaneously. 3) heterogeneity, as quality and delivery can vary. 4) perishability, as services cannot be inventoried and stored for later use. Marketing strategies for services focus on emphasizing quality training and multiple access points to address these challenges of intangibility, variability, and perishability.
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C7.services.strategy (ii)
- 1. g o o d s and s e r v i c e s Page 257-258
- 2. Consumer Goods Consumer Services Industrial Goods Industrial Services Industrial = Business
- 3. g o o d s and s e r v i c e s Goods - things you can touch - “tangible” Services - things you can’t touch - but you can see their effect “intangible” “… services are not physical, they are intangible…”
- 4. A Service is a type of a product. “… a deed performed by one party for another…” Discussions about the marketing of goods apply to services as well. Services have special characteristics that make them different than products. Service
- 5. A product without physical characteristics; a bundle of performance and symbolic attributes designed to produce consumer want satisfaction. Service Not in the text
- 6. Tangible touch see taste smell Intangible can’t see can’t touch can’t smell can’t taste Tangible / Intangible Attributes GOODS SERVICES Not in the text
- 7. Goods and Services: Scale of Elemental Dominance Not in the text
- 8. 1. Intangibility - “u can’t touch this” 2. Production (or performing the service) and Consumption (using the service) - happens at the same time 3. Heterogeneity - services are not always delivered the same way 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts 4 Characteristics of Services Not in the text
- 9. 1. Intangibility - “u can’t touch this” Services cannot be stored Services cannot be protected through patents - therefore a really great travel package and service can be copied a really great physical object can be patented, and NOT allowed to be copied Characteristics of Services Not in the text
- 10. 1. Intangibility - “u can’t touch this” Hard to explain and display Services if you can’t see them Prices are difficult to set - depends on customers expectations Characteristics of Services Not in the text
- 11. 1. Intangibility - “u can’t touch this” Marketing Strategies stress tangible cues, eg. Smiling face use personal information, sources, references use word-of-mouth contact customers after they buy to stimulate continued enthusiasm and hope they “talk it up” Characteristics of Services Not in the text
- 12. 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services Many people involved in delivering a service mass production of services is hard to do Not in the text
- 13. 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services Marketing Strategies Emphasize how much you train your people - so their ability to give you good service will be high Have many locations so customers can get to you ie. Insurance sales come to your home Not in the text
- 14. 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A machine can make ice cream cones a standard size 100% of the time A person filling an ice cream cone with a scoop cannot do it the same amount each time, unless you use a machine to dispense the ice cream Characteristics of Services Not in the text
- 15. 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A Taxi driver cannot drive you to the office in exactly the same time each day because the traffic patterns change eg. A travel agent can sell you a vacation package - but cannot guarantee you will like the trip exactly the same way another tourist did. Characteristics of Services Not in the text
- 16. 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts Demand fluctuates and changes, sometimes depending on the season, or weather eg. Taxi in the rain, vacation in summer Characteristics of Services Not in the text
- 17. Service Providers service providers have product lines and product mixes as well examples Mastercard insurance telephone services cable services ISPs - internet service providers airlines, first class, economy class banks Not in the text