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Enhancing Service Quality: Strategies for Marketing Success

Learn the importance of services to the economy, characteristics of services, and how to manage service quality effectively. Understand the marketing mix, relationship marketing, and nonprofit organization marketing. Discover key insights and strategies to excel in the competitive service industry.

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Enhancing Service Quality: Strategies for Marketing Success

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  1. Marketing 11 Services and Nonprofit Organization Marketing

  2. Services & Nonprofit Organization Marketing-11 • Importance of Services to the Economy • Characteristics of Services • Marketing Services • Relationship Marketing and Services • Nonprofit Organization Marketing 11.1

  3. Importance of Services • Define a Service • Importance • 76% of US GDP • 79% of US Employment 11.2

  4. Characteristics of Services • Intangible • Cues • Inseparable • From customer and provider • Perishable • Can’t save a haircut • Variable • Degrees 11.3

  5. How to Manage Service Quality Examine Customer Expectations Develop a Service Strategy Train, Empower, & Support Employees Research Service Performance Communicate With Customers 11.4

  6. Service Quality • Reliability • Responsiveness • Assurance • Empathy • Tangibles 11.5

  7. Marketing Mix • Product • Process (people, possessions, stimulus) • Core and Supplementary • Customized/Standardized; Mix • Place • Your place or ours? • Convenience • Promotion • Stress tangible cues • Organizational image is key • Price • Unit? Hourly? Bundled?

  8. Relationship Marketing and Services • Promotions • Quality • Loyalty Programs • Build Social Bonds 11.6

  9. Nonprofit Organization Marketing • Nonprofits • attempt to bring about mutually satisfying exchanges with target markets 11.7

  10. Unique Challenges of Nonprofit Services Marketing • Funding is often received from one group while services are given to another group. • Services provided are often controversial. • Setting goals and measuring success is less straightforward • Often have little to spend on marketing • Often rely heavily on volunteers 11.8

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