Download Technology and online business models Customer service

Services Defined
The benefits provided by an organization
that satisfy a buyer’s needs without
conferring ownership of tangible goods.
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Growth in Services
The service sector is growing due to:

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Technology and online business models

Customer service orientations

Time-pressed consumers

Outsourcing
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Characteristics of Services
Intangibility
Variability of Quality
Services
Inseparability
Perishability of Demand
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Consumer Behaviour
Attitudes
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An impression is a strong
influencer. People seek advice
from current users.
Needs and
Motives
Convenience, expertise, and
personal attention helps sell
a service.
Purchase
Behaviour
People pay more attention to
marketing information when
they are ready to buy
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Services Marketing Mix
• Consistency
Product
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Attitude
• Completeness
• Environment
• Availability and Timing
• Supplementary Services
•
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Services Marketing Mix
Price
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• Regulated Pricing
•
Traditional Pricing
•
Negotiated Pricing
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Services Marketing Mix
Distribution
• Direct
• Personal Contact
Delivery of services is becoming more
automated. There is much less personal
contact online.
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Services Marketing Mix
Marketing
Communications
• Mass advertising for
awareness
• Personal selling and
direct response
techniques
• Web site for detailed
information
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Not-for-Profit Marketing
•Goods & Services
•People
•Places
•Ideas
•Organizations
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NFP Marketing embraces a
variety of situations.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Objectives of Not-for-Profit
Marketing
The goal is to promote social consciousness.
Social
Marketing
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Using marketing to
increase the acceptability
of social ideas.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Characteristics of Not-for-Profit
Marketing
Not-for-Profit
Profit
Philosophy
Emphasis on people,
causes and ideas.
Emphasis on goods
and services
Targets
Donors and clients
Clients
Exchange
Money, time, and
expertise
Money
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Characteristics of Not-for-Profit
Marketing
Not-for-Profit
Profit
Objectives
Financial and nonfinancial (attitudes)
Financial: sales,
profit, ROI.
Benefits
Many contribute but
few benefit directly
Buyers benefit
directly
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Types of Not-for-Profit Marketing
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Organization
Strives to gain acceptance
of an organization’s
objectives and services.
People
Creates a favourable
impression of an individual
or group.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Types of Not-for-Profit Marketing
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Place
Fosters a favourable
attitude toward a
destination.
Ideas
To win public acceptance
of a viewpoint.
Corporations employ
advocacy advertising.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Marketing Strategy
Product
NFP organizations believe they provide what the
public needs. The public simply needs to be
made aware of a certain viewpoint.
Price
Money may change hands (donation) but time
and expertise are volunteered.
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.
Marketing Strategy
Distribution
Channels are direct (organization to donor).
Intermediaries such as professional fund
raisers may be used.
Marketing Communications
Mass advertising for awareness and direct
response techniques for action are crucial.
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Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.