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To accompany A Framework for Marketing Management, 2nd Edition

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Presentation on theme: "To accompany A Framework for Marketing Management, 2nd Edition"— Presentation transcript:

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


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