1 / 19

SERVICE FOR BUSINESS MARKETS

SERVICE FOR BUSINESS MARKETS. CHAPTER 9. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013. 1. Classifying Services. Cross-border supply. Consumption abroad. Commercial presence. Movement of natural persons.

jaimin
Download Presentation

SERVICE FOR BUSINESS MARKETS

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. SERVICE FOR BUSINESS MARKETS CHAPTER 9 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 1

  2. Classifying Services • Cross-border supply. • Consumption abroad. • Commercial presence. • Movement of natural persons. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 2

  3. Leading Exporters of Services Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 3

  4. The Goods/Services Continuum Fig. 9.1 The goods/services continuum Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 4

  5. Service and Physical Product • Pure tangible good. • Tangible good with accompanying services. • Hybrid. • Major service with supporting goods and services. • Pure service. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 5

  6. Unique Characteristics of Services Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 6

  7. Management Implications Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 7

  8. Interactive vs. Invisible Aspects Fig. 9.2 Interactive vs. invisible aspects of service Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 8

  9. Customer Needs-Support Services • Frequency of failure. • Downtime experienced. • Cost of downtime. • Uncertainty about these aspects. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 9

  10. Service Quality Dimensions Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 10

  11. E-Service Quality Dimensions Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 11

  12. Blueprinting Fig. 9.3 Flow chart of rental car process Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 12

  13. New Service Development Enhancement Steps • Establish a culture for entrepreneurship. • Create an organization to foster new service development. • Test ideas in the marketplace. • Monitor results. • Reward risk takers. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 13

  14. Rules for the Development of a New Service • Give people a good reason to change. • Start strong. • Market to employees. • Make the service real. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 14

  15. Types of Service Projects • Successful Projects: • The Customized Expert Service • The Planned Pioneering Venture • The Improved Service Experience • Failure Categories: • The Peripheral Low Market Potential Service • The Poorly Planned Industrialized Clone Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 15

  16. Transitioning from Product to Service • Offer warranties and service options. • Seek to become a customer value provider rather than a product provider. • Sales redesign: move to consultative selling. • Change sales incentive program. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 16

  17. Services Trade Barriers 17 Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013

  18. Overcoming Barriers to Global Services • Embodying. • Superior management. • Customizing. • Technology. • Micromarketing. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 18

  19. Summary • Services are intangible, consumed when produced, perishable, and variable in quality. Users participate in production. • There are few pure services, or pure physical products. • Managing service aspects can be profitable and helps secure a favorable position. • Marketing, operations and human resources must cooperate for success. • Moving from product-centred to service-centred organization requires leadership from management, changes in corporate culture. • New “me-too” services often result in failure. • Governments have erected many barriers to services trade. Many suggestions for overcoming – long-term view essential. • The Internet allows services to cross borders relatively easily. Use with BUSINESS TO BUSINESS MARKETING MANAGEMENT: A GLOBAL PERSPECTIVE ISBN 978-0-415-53702-5 Published by Routledge 2013 19

More Related