Copyright © 2007 Pearson Education Canada Services Defined The benefits provided by an organization that satisfy a buyer’s needs without conferring ownership of tangible goods. Copyright © 2007 Pearson Education Canada

Copyright © 2007 Pearson Education Canada Growth in Services The services industry is growing due to: Technology and online business models Changing customer characteristics Marketing and customer service orientations in business Outsourcing Copyright © 2007 Pearson Education Canada

Characteristics of Services Intangibility Quality Variability Services Inseparability Demand Perishable Copyright © 2007 Pearson Education Canada

Copyright © 2007 Pearson Education Canada Consumer Behaviour An impression is a strong influencer. People seek advice from current users. Attitudes Convenience, expertise and personal attention helps ell a service. Needs and Motives Purchase Behaviour People pay more attention when they are ready to buy. Copyright © 2007 Pearson Education Canada

Services Marketing Mix Consistency Attitude Completeness Environment Availability and timing Supplementary Services Product Copyright © 2007 Pearson Education Canada

Services Marketing Mix Regulated Pricing Traditional Pricing Negotiated Pricing Price Copyright © 2007 Pearson Education Canada

Services Marketing Mix Distribution Direct Channel Personal Contact Delivery of services is becoming more automated. There is much less personal contact online. Copyright © 2007 Pearson Education Canada

Services Marketing Mix Mass advertising for awareness Personal selling and direct response for action Web site for detailed information Marketing Communications Copyright © 2007 Pearson Education Canada

Characteristics of N-F-P Marketing Not-for-Profit Profit People, causes and ideas Goods and services Philosophy Targets Donors and clients Clients Money, time and expertise Money Exchange Copyright © 2007 Pearson Education Canada

Characteristics of N-F-P Marketing Not-for-Profit Profit Financial and non-financial (attitudes) Financial: sales, profit, ROI Objectives Many contribute but few benefit directly Buyers benefit directly Benefits Copyright © 2007 Pearson Education Canada

Goal of Not-for-Profit Marketing The goal is to promote social consciousness. Effective marketing will increase the acceptability of social ideas. Copyright © 2007 Pearson Education Canada

Types of N-F-P Marketing Not-for-profit marketing embraces a variety of situations: Organizations People Places Ideas Copyright © 2007 Pearson Education Canada

Types of Not-for-Profit Marketing Strives to gain acceptance of an organization’s objectives and services. Organization Creates a favourable impression of an individual or group People Copyright © 2007 Pearson Education Canada

Types of Not-for-Profit Marketing Place Creates a favourable attitude toward a destination Ideas To win public acceptance of a viewpoint Copyright © 2007 Pearson Education Canada

Copyright © 2007 Pearson Education Canada 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. Copyright © 2007 Pearson Education Canada

Copyright © 2007 Pearson Education Canada Marketing Strategy Distribution Channels are direct (organization to donor) but professional fund raisers may be used. Communications Mass advertising for awareness and direct response for action. Copyright © 2007 Pearson Education Canada