200915 Lecture Notes - Lecture 6: User Friendly, Co-Creation, Marketing Mix
Chapter 8-Marketing in the service economy-
1.1)Explain how services contribute to a country’s economy
1.2)Define ‘services’
1.3)Explain how services create value for consumers
1.4)Describe the key characteristics that distinguish services from manufactured goods
1.5 )Identify the forces that are transforming service markets
1.6)Describe ways of categorising services
1.7)Identify the key components of service operations, delivery and marketing systems
1.8)Describe the expanded ‘marketing mix’ for service
1.1-services dominate economy in Aus,UK,US,Germany,Switzerland
developing economies-Vietnam,Thialand,Indian
Service firms—be they large or small, for profit or not for profit—often face competition (from
global as well as local competitors) and have myriad operational concerns
some service companies that know how to please their customers while also running a
productive, profitable operation, staffed by pleasant and competent employees, and
accessible through user-friendly self-service technology.
-customers are outsourcing more and more tasks (e.g. accounting functions, customer
service and sales via call centres, printing, market research and so on) to external service
suppliers in order to focus on their core business.
1.2-services-A service is any act, performance or experience that one party can offer to another
and that is essentially intangible and does not result in the ownership of anything, but
nonetheless creates value for the recipient. Its production may or may not be tied to a physical
product.
2 Services are processes (economic activities) that provide time, place, form, problem
solving or experiential value to the receiver. More humorously, services have also been
described as ‘something that may be bought and sold but cannot be dropped on
Service dominant logic-
S-D logic suggests that all products are valued for the services they provide, and that the
value derived from a physical good, for example, is not the good itself but value created only by
value-in-use.
customers engage or participate during production, delivery and consumption of the service
that customer value is co-created.
Document Summary
1. 1)explain how services contribute to a country"s economy. 1. 4)describe the key characteristics that distinguish services from manufactured goods. 1. 5 )identify the forces that are transforming service markets. 1. 7)identify the key components of service operations, delivery and marketing systems. Customers are outsourcing more and more tasks (e. g. accounting functions, customer service and sales via call centres, printing, market research and so on) to external service suppliers in order to focus on their core business. 1. 2-services-a service is any act, performance or experience that one party can offer to another and that is essentially intangible and does not result in the ownership of anything, but nonetheless creates value for the recipient. Its production may or may not be tied to a physical product. 2 services are processes (economic activities) that provide time, place, form, problem solving or experiential value to the receiver .
