10-1 MARKETING MANAGEMENT Designing and Managing Services.

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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 can goods-producing firms improve customer support services? How can services create strong brands?

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

Durability and Tangibility Nondurable goods Services Durable goods © Copyright 2008 Pearson Education Canada 10-4

13-5 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 11-6 © Copyright 2008 Pearson Education Canada

11-7 Continuum of Evaluation for Different Types of Products © Copyright 2008 Pearson Education Canada

13-8 Service-Quality Model

13-9 SERVQUAL Topics

13-10 Case What should Walmart do? What should Blockbuster do?

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