MKTG 3000 Lecture Notes - Lecture 17: Geek Squad, Homeaway, Qualtrics
Class update:
-project grades part 1 unmuted Wednesday
- peer eval sent out as qualtrics Wendesday at 1pm
-quiz sunday night-Chp 19, Pricing Myths, couple of squares
- part 2 of project due nov 2
-mid-term November 8; 6:30-8, ID’s eeded, roo assignment
I. Service sector
a. Only growing sector in economy
i. Services:
1. getting car fixed
2. food services
3. hotels, banks
b. what is a service
i. intangible product involving a deed, performance, or effort that cannot be
physically possessed
ii. application of human and/or mechanical effort directed at people or objects
c. product/service continuum
i. every exchange has a service compenent
d. why are consumer services growing?
i. More demand for financial services, travel, entertainment, personal care
ii. Changes in society and lifestyles- more demand for child care, domestic
services, quick meals, home repairs, pet services
iii. Changes in technology- give rise to google, ebya, online dating, geek squad, anti-
virus, Netflix, hulu and itunes
e. Technology and service growth
i. Price/category- aggregregate, sort and sell
ii. Tangible goods turned into services, information—books, newspaper
encycloperias, dictionaries; music media
1. ACCESS TRUMPS OWNERSHIP
iii. Technology is a service
iv. App for everything- to compare price, facilitate retail, entertainment, and work
experiences
v. Tangible good sellers adding more services that replace or supplement their sale
of goods- retail advantage
vi. Technology enables rapid growth in collaborative consumption model
vii. VRBO, shared spaces- use trumps ownership
II. B2B service sector growth
a. Growing faster than consumer
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Peer eval sent out as qualtrics wendesday at 1pm. Quiz sunday night-chp 19, pricing myths, couple of squares. Part 2 of project due nov 2. Mid-term november 8; 6:30-8, id"s (cid:374)eeded, roo(cid:373) assignment. B2b service sector growth: growing faster than consumer, cincreasingly complex, specialized business environment, efficient to focus on core competency. Inseperable- production and consumption are simultaneous, meaning the consumer takes part in production. Inconsistency (heterogeneity)- services depend on their employees for quality, which makes consistency difficult to achieve: perishable- services cannot be saved, and it is challenging to synchronize supply and demand, makes it challenging. Dimensions of service quality: reliability, tangibles, responsiveness, assurance, empathy. Product strategies for services: product: people processing, possession processing, mental stimuls, information, core and supplementary services, hotel, core=room that people can sleep in, supplemtnary: free breakfast, restaurant and bar, etc, customization or standardization, service mix relationships. Experience and experience economy: want to buy experiences, have done vs have.
