13:  Services Marketing

Royal Caribbean’s Smooth Sailing Service.  How so?

A.  The Importance of Services

            What are services, what is the impact of services on the US economy, what services are growing the fastest, and what are some examples of outstanding service?

B.  Characteristics of Services (what is unique about each?)

            1.  Intangibility

            2.  Inseparability of Production and Consumption

            3.  Perishability

            4.  Heterogeneity

            5.  Client-based Relationships

            6.  Customer Contact

            Marketing Citizenship?  Is it ethical? (327)

 C.  Developing and Managing Marketing Mixes for Services (explain each)

            1.  Development of Services

            2.  Distribution of Services

            3.  Promotion of Services

            4.  Pricing of Services

                        USAA’s Personalized Service

D.  Service Quality:  customers’ perception of how well a service meets or exceeds

                                    their expectations.

            1.  Customer evaluations?  How is this done?

                        Note:  Table 13.2

            2.  Delivering Exceptional Service Quality

                        Analysis of Customer Expectations

                        Service Quality Specifications

                        Employee Performance

                        Management

E.  Nonprofit Marketing

                        What is it and how is it different?

                        Objectives?

                        How are target markets and the marketing mix handled differently?

Video Case

            Merrill Lynch

            AARP