10-1 MARKETING MANAGEMENT Designing and Managing Services

11-2 Chapter Questions How are services defined and classified? How are services marketed, and how can service quality be improved? How do services marketers create strong brands? How can goods-producing firms improve customer support services?

11-3 Service A service is an act of performance that one party can offer another that is intangible (does not result in the ownership of anything); Its may or may not be tied to a physical product © Copyright 2008 Pearson Education Canada

13-4 Distinctive Characteristics of Services Intangibility Inseparability Variability Perishability

Service In Canada Service industry in Canada now accounts for 69% of GDP (2005) Employs more than 12 million people –(4 million working in goods- producing sector) Basis of competition shifted to superior performance, on-time delivery, and quicker resolution of complaints 11-5 © Copyright 2008 Pearson Education Canada

11-6 Continuum of Evaluation for Different Types of Products © Copyright 2008 Pearson Education Canada

13-7 Service-Quality Model

13-8 SERVQUAL Topics

13-9 Activity Design a better evaluation form for the Faculty of Management

13-10 SERVQUAL Topics