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Pemasaran Jasa
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 0 in Chapter 12
Nature of Services
 The Service Industry includes the:
– Government sector
– Private nonprofit sector
– Business sector
– Manufacturing sector
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 1 in Chapter 12
Nature of Services
 Service Mix Categories:
– Pure tangible good: no services
– Tangible good with accompanying
services
– Hybrid: equal parts service and goods
– Major service with accompanying minor
goods and services
– Pure service
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 12
Nature of Services
Characteristics
 Intangibility
 Inseparability
 Variability
 Perishability
©2003 Prentice Hall, Inc.
 Cannot be touched,
seen, tasted, heard, or
smelled before purchase
 Konsumen
mengandalkan isyarat
untuk menarik
kesimpulan kualitas
 Marketers must try to
“tangibilize the
intangible”
To accompany A Framework for Marketing Management, 2nd Edition
Slide 3 in Chapter 12
Nature of Services
Characteristics
 Intangibility
 Services are produced
and consumed at the
same time (air travel)
 Inseparability
 Variability
 Perishability
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 4 in Chapter 12
Nature of Services
Characteristics
 Intangibility
 Inseparability
 Variability
 Perishability
©2003 Prentice Hall, Inc.
 Service providers vary
with respect to attitudes,
skills, mood, etc. Even
the same provider may
give different service on
a different day.
 Quality control is critical:
– Hiring the right people
– Standardizing service
– Monitoring satisfaction
To accompany A Framework for Marketing Management, 2nd Edition
Slide 5 in Chapter 12
Nature of Services
Characteristics
 Intangibility
 Inseparability
 Variability
 Perishability
©2003 Prentice Hall, Inc.
 Services can not be
inventoried or
otherwise stored
 Capacity / demand
management is
critical:
– Demand side
strategies
– Supply side strategies
To accompany A Framework for Marketing Management, 2nd Edition
Slide 6 in Chapter 12
Nature of Services
 Demand-side strategies
– Gunakan perbedaan
harga
– Permintaan yang
tidak tinggi dapat
dimunculkan
– Mengembangkan
jasa pelengkap
– Dapat dikembangkan
sistem pemesanan
©2003 Prentice Hall, Inc.
 Supply-side strategies
– Sewa karyawan parttime
– Rekrut karyawan
dengan tugas penting
hanya pada saat
permintaan tinggi
– Partisipasi konsumen
dapat ditingkatkan
To accompany A Framework for Marketing Management, 2nd Edition
Slide 7 in Chapter 12
Marketing Strategies
 People, physical evidence, and
process must be considered in
addition to the 4 “P’s” when creating
external marketing plans.
 Successfully delivering a service
often depends on staff being trained
via internal marketing efforts.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 8 in Chapter 12
Marketing Strategies
 Interactive marketing refers to the
employees’ skill in serving the client.
 Search qualities, experience qualities
and credence qualities are evaluated
by customers.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 9 in Chapter 12
Marketing Strategies
Marketing Tasks
 Managing
differentiation
 Managing service
quality
 Managing
productivity
©2003 Prentice Hall, Inc.
 Can not differentiate
on price alone
 Innovative features
 Delivery system
– Reliability
– Resilience
– Innovativeness
 Image and branding
To accompany A Framework for Marketing Management, 2nd Edition
Slide 10 in Chapter 12
Marketing Strategies
Well-Managed Service Firms
Share These Characteristics
 A strategic concept
 High standards
 Commitment from
top-management
 Firm and customer
monitoring systems
 Satisfaction of employees
and customers
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 11 in Chapter 12