Chapter 1-1
Part 1
FOUNDATIONS
FOR SERVICES
MARKETING
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Chapter
Chapter 1-2
Introduction to Services 1
What are Services?
Why Service Marketing?
Service and Technology
Characteristics of Services
Service Marketing Mix
Staying Focused on the Customer
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Chapter 1-3
Objectives for Chapter 1:
Introduction to Services
Explain what services are and identify important trends in services.
Explain the need for special service marketing concepts and
practices and why the need has developed and is accelerating.
Explore the profound impact of technology on service.
Outline the basic differences between goods and services and the
resulting challenges and opportunities for service businesses.
Introduce the expanded marketing mix for services and the
philosophy of customer focus as powerful frameworks and themes
that are fundamental to the rest of the text.
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Chapter 1-4
What are Services?
Services are deeds, processes, and
performances provided, coproduced, or
cocreated by one entity or person for and/or
with another entity or person.
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Chapter 1-5
Examples of Service Industries
Health Care
hospital, medical practice, dentistry, eye care
Professional Services
accounting, legal, architectural
Financial Services
banking, investment advising, insurance
Hospitality
restaurant, hotel/motel, bed & breakfast
ski resort, rafting
Travel
airline, travel agency, theme park
Others
hair styling, pest control, plumbing, lawn maintenance, counseling services,
health club, interior design
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Chapter 1-6
Contributions of Service Industries to U.S.
Gross Domestic Product (Figure 1.1)
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Chapter 1-7
Tangibility Spectrum (Figure 1.2)
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Chapter 1-8
Why Service Marketing?
Services dominate U.S. and worldwide
economies
Service as a business imperative in goods-
focused businesses
Deregulated industries and professional
service needs
Service marketing is different
Service leads to profits
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Chapter 1-9
Percent of U.S. Labor Force by Industry
(Figure 1.3)
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Chapter 1-10
Percent of U.S. Gross Domestic Product
by Industry (Figure 1.4)
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Chapter 1-11
Goods Companies Expanding into
Services
Caterpillar
GE
IB
PetSmart
Procter & Gamble
Xerox
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Chapter 1-12
Service and Technology
Technology…
Is the foundation of many service offerings
Provides new ways to deliver service
Enables both customers and employees.
Extends the global reach of services
The Internet is a service!
Some outcomes may be negative.
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Chapter 1-13
Characteristics of Services
Compared to Goods
Intangibility Heterogeneity
Simultaneous
Production
and Perishability
Consumption
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Chapter 1-14
Comparing Goods and Services
(Table 1.1)
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Chapter 1-15
Implications of Intangibility
Services cannot be inventoried
Services cannot be easily patented
Services cannot be readily displayed or
communicated
Pricing is difficult
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Chapter 1-16
Implications of Heterogeneity
Service delivery and customer satisfaction
depend on employee and customer actions
Service quality depends on many
uncontrollable factors
There is no sure knowledge that the service
delivered matches what was planned and
promoted
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Chapter 1-17
Implications of Simultaneous
Production and Consumption
Customers participate in and affect the
transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
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Chapter 1-18
Implications of Perishability
It is difficult to synchronize supply and
demand with services
Services cannot be returned or resold
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Chapter 1-19
Search, Experience, and Credence
Qualities (Figure 1.5)
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Chapter 1-20
Challenges and Questions for Service
Marketers
Defining and improving quality
Designing and testing new services
Communicating and maintaining a consistent image
Accommodating fluctuating demand
Motivating and sustaining employee commitment
Setting prices
Organizing to facilitate strategic and tactical decision-
making
Finding a balance between standardization and
personalization
Protecting new service concepts from competitors
Communicating quality and value to customers
Ensuring the delivery of consistent quality service
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Chapter 1-21
Traditional Marketing Mix
Elements an organization controls that can
be used to satisfy or communicate with
customers:
Product
Price
Place The 4 Ps
Promotion
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Chapter 1-22
Expanded Mix for Services –
The 7 Ps
The 4 Ps plus…
People
All human actors who play a part in service delivery and thus influence
the buyer’s perceptions: namely, the firm’s personnel, the customer,
and other customers in the service environment.
Physical Evidence
The environment in which the service is delivered and where the firm
and customer interact, and any tangible components that facilitate
performance or communication of the service.
Process
The actual procedures, mechanisms, and flow of activities by which
the service is delivered—the service delivery and operating systems.
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Chapter 1-23
Expanded Marketing Mix for Services
(Table 1.2)
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Chapter 1-24
Customer Focus: A Critical Theme
All strategies should be developed with an eye on
the customer
All implementations should be carried out with an
understanding of their impact on the customer.
All decisions regarding new services,
communications, operations, and human
resources should integrate the customer'
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