Chapter 13 Services Marketing An intangible product that involves a deed a performance or an effort that 1 Service cannot be physically possessed 2 Characteristics of Services Intangibility good by customers Perishability future use Heterogeneity i The major characteristic that distinguishes a service from a Inseparability of Production and Service i Production of a service cannot be separated from its consumption i Unused service capacity from one time period cannot be stored for i Service has variations in quality Client Based Relationships i Interactions resulting in satisfied customers who use a service repeatedly i The level of interaction between provider and customer needed to Close Customer Contact deliver the service 3 Services Distribution Services i Customers go to service provider facility ii Services may be provided at customer s home or business iii No face to face contact Promotion Services i Price ii Guarantees iii Performance Documentation iv Availability v Training certification of personnel Pricing Services 4 Service Quality expectations Customers perceptions of how well a service meets or exceeds 5 Service Quality Search Qualities i Tangible attributes of a product that can be evaluated prior to purchase color style size feel fit Experience Qualities i Attributes that can be assessed only during purchase and consumption of a service taste satisfaction pleasure Credence Qualities i Attributes that customers may be unable to evaluate even after purchasing and consuming a service Marketing activities conducted to achieve some goal other than ordinary 6 Non profit Marketing business goals 7 Target Markets Target Public i A collective of individuals who have an interest in or concern about an organization product or social cause i Direct consumers of a product of a nonprofit organization Client Publics General Publics i Indirect consumers of a product of a nonprofit organization
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