1. To accompany A Framework for Marketing Management, 2nd Edition
Pemasaran Jasa
To accompany A Framework for Marketing Management, 2nd Edition

2. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
The Service Industry includes the:
Government sector
Private nonprofit sector
Business sector
Manufacturing sector
To accompany A Framework for Marketing Management, 2nd Edition

3. To accompany A Framework for Marketing Management, 2nd Edition
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
To accompany A Framework for Marketing Management, 2nd Edition

4. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
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

5. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
Services are produced and consumed at the same time (air travel)
To accompany A Framework for Marketing Management, 2nd Edition

6. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
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

7. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
Characteristics
Intangibility
Inseparability
Variability
Perishability
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

8. To accompany A Framework for Marketing Management, 2nd Edition
Nature of Services
Demand-side strategies
Gunakan perbedaan harga
Permintaan yang tidak tinggi dapat dimunculkan
Mengembangkan jasa pelengkap
Dapat dikembangkan sistem pemesanan
Supply-side strategies
Sewa karyawan part-time
Rekrut karyawan dengan tugas penting hanya pada saat permintaan tinggi
Partisipasi konsumen dapat ditingkatkan
To accompany A Framework for Marketing Management, 2nd Edition

9. To accompany A Framework for Marketing Management, 2nd Edition
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.
To accompany A Framework for Marketing Management, 2nd Edition

10. To accompany A Framework for Marketing Management, 2nd Edition
Marketing Strategies
Interactive marketing refers to the employees’ skill in serving the client.
Search qualities, experience qualities and credence qualities are evaluated by customers.
To accompany A Framework for Marketing Management, 2nd Edition

11. To accompany A Framework for Marketing Management, 2nd Edition
Marketing Strategies
Marketing Tasks
Managing differentiation
Managing service quality
Managing productivity
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

12. Well-Managed Service Firms Share These Characteristics
Marketing Strategies
Well-Managed Service Firms Share These Characteristics
A strategic concept
Commitment from top-management
High standards
Firm and customer monitoring systems
Satisfaction of employees and customers
To accompany A Framework for Marketing Management, 2nd Edition