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A Note on the PowerPoint Slides...

These PowerPoint slides contain selected exhibits, figures, and tables from the chapters as well as objectives for the chapters. For some chapters, we include extra lecture slides and in-class exercises that we have compiled and used in our classes. The lecture slides are not intended to provide full outlines or complete lectures for the chapters, but rather may be used selectively to enhance class sessions.

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Part 1

FOUNDATIONS FOR SERVICES MARKETING

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Chapter

Introduction to Services
What are services? Why services marketing? Service and Technology Characteristics of Services Compared to Goods Services Marketing Mix Staying Focused on the Customer

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Objectives for Chapter 1: Introduction to Services

Explain what services are and identify important trends in services.
Explain the need for special services 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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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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Figure 1.1

Contributions of Service Industries to U.S. Gross Domestic Product

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Source: Inside Sams $100 Billion Growth Machine, by David Kirkpatrick, Fortune, The McGraw-Hillp 86. 2006 June 14, 2004, Companies, Inc. All rights reserved.

Figure 1.2

Tangibility Spectrum
Salt

Soft Drinks Detergents Automobiles Cosmetics Fast-food Outlets

Intangible Dominant

Tangible Dominant

Fast-food Outlets Advertising Agencies Airlines Investment Management Consulting Teaching

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Figure 1.3

Percent of U.S. Labor Force by Industry

Percent of U.S. Labor Force 80

70
60 50 40

30
20 10 0 1929 1948 1969 1977 1984 1999 Year
Services Manufacturing Mining & Agriculture

Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, The Service Sector of the U.S. Economy, Scientific American, 244,3 (1981): 31-39.
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Figure 1.4

Percent of U.S. Gross Domestic Product by Industry

80
70 Percent of GDP 60 50 40 30 20

10
0 1948 1959 1967 1977 1987 1999 Year
Services Manufacturing Mining & Agriculture

Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli Ginzberg and George J. Vojta, The Service Sector of the U.S. Economy, Scientific American, 244,3 (1981): 31-39.
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Table 1.1

Eight Central Paradoxes of Technological Products

Source: D. G. Mick and S. Fournier, Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies, Journal of Consumer Research 25 (September 1998), pp. 12347.
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Table 1.2

Goods versus Services

Source: A. Parasuraman, V.A. Zeithaml, and L. L. Berry, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing 49 (Fall 1985), pp. 4150.
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Why study Services Marketing?

Service-based economies
Service as a business imperative in manufacturing and IT

Deregulated industries and professional service needs

Services marketing is different Service equals profits

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Characteristics of Services Compared to Goods

Intangibility

Heterogeneity

Simultaneous Production and Consumption

Perishability

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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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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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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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Implications of Perishability
It is difficult to synchronize supply and demand with services
Services cannot be returned or resold

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Challenges for Services

Defining and improving quality Designing and testing new services Communicating and maintaining a consistent image Accommodating fluctuating demand Motivating and sustaining employee commitment Coordinating marketing, operations, and human resource efforts Setting prices Finding a balance between standardization versus personalization Ensuring the delivery of consistent quality
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Traditional Marketing Mix

All elements within the control of the firm that communicate the firms capabilities and image to customers or that influence customer satisfaction with the firms product and services:
Product Price Place Promotion

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Expanded Mix for Services -The 7 Ps

Product Price Place Promotion People
All human actors who play a part in service delivery and thus influence the buyers perceptions: namely, the firms 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 deliveredthe service delivery and operating systems.
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Table 1.3

Expanded Marketing Mix for Services

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Ways to Use the 7 Ps

Overall Strategic Assessment How effective is a firms services marketing mix? Is the mix well-aligned with overall vision and strategy? What are the strengths and weaknesses in terms of the 7 Ps? Specific Service Implementation Who is the customer? What is the service? How effectively does the services marketing mix for a service communicate its benefits and quality? What changes/ improvements are needed?

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