Services marketing. The 7 P’s of Services Marketing презентация

Marketer

The 7 P’s of
Services Marketing

offer
To appreciate the effects of inseparability on the role of service intermediaries
To understand the bases for models of service location
To apply all we’ve learned so far to MacDonalds
Reminder about industry guest speakers next week

consumer?
To whom is to be made available?
Where should it be made available?
Who should be involved in making the service available – which intermediaries?
How are any ancillary tangible goods to be made available to final consumers?

access
Is it cost effective to satisfy these expectations?
What are the effects of 24/7 culture on employees and society?

segments
But should some segments be actively discouraged?
Different to goods – customer becomes part of the production process
Increasing use of marketing to access disadvantaged groups

STUDENTS?

May be costly to “process” abnormal consumers
May harm consumer-consumer dynamics
An opportunity or a problem?
Important social responsibilities for many service providers, e.g. health and education

distribution
Helps to separate production and consumption
Usually lower costs than conventional methods
Many examples of “Hub and Spoke” systems – e.g. centralised mortgage processing centres making mortgages available through local branches, telephone and mail

CHAIN IN YOUR TOWN?

Near to other coffee shops?
In a quieter suburb?
Near to a college?

How would you go about deciding?

help to distribute leisure and tourism services
Many types of intermediary

with final consumers
May take risk
Can free up service principal’s capital
Provide a local point of contact

of entrepreneur with brand management of franchisor
Rapid growth of franchising
Also applicable to public sector services
But boundary between franchisor and franchisee needs to be carefully managed

many travel operators (e.g. EasyJet, Ryanair) sell directly to customers without intermediaries

they use it?
- is it useful?

schemes:
The Logic-Group (Google them to find out more)

Topic: Loyalty and relationship marketing