24306 Lecture Notes - Lecture 1: Marketing Myopia, Shared Experience, Intangibility
Document Summary
Services = an experience (seen as a performance) Marketing myopia: short sided (focused too much on core service) Lack of focus on services has lead to marketing myopia. Supplementary services can be added to enhance/facilitate core service. E. g. coles: core = grocery shopping, supp = car insurance/late night trade: distinguishing goods from services. Heterogeneity (each experience is different for each customer) Difficult to standardise service/quality control (employee moods) Other customers are also involved (distraction affects experience) Solutions: customisation (trade off = takes longer to produce/higher price, standardise (through intensive training to decrease variations, ideal approach = blend of human and technology elements. Inseparability (customers are involved in the service provision) Service providers becomes a tangible cue (e. g. dentist uniform) Services sold first, then produced & consumed simultaneously (airline) Shared experience: good/bad (happy crowd at concert = pleasurable) Issues with mass production (e. g. doctor appointments max capacity) Can(cid:495)t see it, difficult to evaluate (cid:523)credentials for physical evidence(cid:524)
