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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