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  1. Managing Services Chapter 12

  2. Services • Intangible items for which consumers exchange something of value • 4x larger than goods industry

  3. 4 I’s of Service • Intangibility • Inconsistency • Inseparability • Inventory • Idle production capacity Source: http://www.clipart-waiter-1.html

  4. Services Continuum • A range of the services-oriented and goods-oriented available in the marketplace

  5. Service Classification • People delivery v. Equipment delivery • Profit v. Nonprofit • Government sponsored v. Non-government Sponsored

  6. Assessing Purchase Process and Service Quality • Properties • Search • Experience • Credence • Assessing Service Quality • Gap analysis • Four factors • Servicescape • Service providers • Other customers • Invisible organization and systems Source: http://quickandunique.com

  7. Relationship Marketing and Services • Customer Contact Audit • Marks “contact points”

  8. Marketing Services • Internal Marketing • Employee-focus • Product • Exclusivity • Branding • Capacity Management

  9. Marketing Services • Pricing • Off-peak pricing • Place • Promotion • Publicity