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1、People & PlanningHow product qualities affect ease of evaluationThe service business as a systemThe service marketing system for a low-contact serviceThe service marketing system for a high-contact serviceTherefore, an expanded marketing mix for services (= “the 7 Ps”)CustomersPricePlace & TimePromo
2、tionProduct (Service)PeopleProcessPhysical EvidenceCustomersPricecustomersPlace, Cyber- space & TimeService MarketingMarketing MixProduct PricePlace Participants Promotion Process Physical EvidencePersonnel CustomersEnvironmentPolicies Procedures Customer involvement Flow of customers(Booms & Bitner
3、, 1981)Expanded Marketing Mix for ServicesnThe new marketing mix for services would additionally include three supplementary Ps basically refer to the comprehensive coverage of services marketing :Participants (skills, attitudes, commitment of employees and customers), Physical evidence (tangible ev
4、idences such as materials, equipment, and uniforms), Process (activities required in producing the services such as customer involvement, demand/quality control, and customer follow up) The Additional Marketing Mix Elements for ServicesnPeople: direct contact between customers and service personnel,
5、 some services involve high levels of contact, high levels of trust and dependency.nPhysical evidence: this may be an actual physical component or a cue to indicate or represent the existence of quality of the service purchased (often referred to as Servicescape).nProcess: the order and/or system of
6、 service delivery.Expanded Marketing Mix for ServicesWays to Use the 7 PsOverall Strategic AssessmentHow effective is a firms services marketing mix?Is the mix well-aligned with overall vision and strategy?What are the strengths and weaknesses in terms of the 7 Ps?Specific Service ImplementationWho
7、is the customer?What is the service?How effectively does the services marketing mix for a service communicate its benefits and quality?What changes/ improvements are needed?Peoplenare the firm in the customers eyenare a critical part of the productnmay be involved in productionncan facilitate or inh
8、ibit service performancencan impact service encounters via their attitude, behavior, or degree of involvementRelative value added by physical versus intangible elements in goods and servicesService as a process nTangible actions to peoples bodies (people processing)nTangible actions to goods and oth
9、er physical possessions (possession processing)nIntangible actions directed at peoples minds (mental- stimulus processing)nIntangible actions directed at intangible assets (information processing)Categorising service processes (p21)The MIO Key ConceptsMARKETINTERACTIONORGANIZATIONPRESENT SITUATIONAN
10、ALYSIS OF THE FUTURESTRATEGIC CHOICESCAMPAIGNSCUSTOMERS COMPETITORSPRODUCTS, PRICES, PROMOTION, PLACESCAPACITY COMPETENCE CAPABILITYPEST-ANALYSISOFFERINGS? WILLINGNESS TO PAY MESSAGES?VALUE PROCESSES VALUE CHAINPOSITIONING SEGMENTS MARKET COVERAGEBRANDS, NETWORKS INNOVATIONS PRICE MODELINVESTMENTS,
11、ALLIANCES INTERNAL MARKETINGTARGET GROUPMARKETING MIX ACTIVITIESTEAM, BUDGET AND TIME PLANMIO ConclusionsMARKETINTERACTIONORGANIZATIONOUR MISSIONOUR SWOT ASSESSMENTOUR BUSINESS MODELOUR CAMPAIGN ACTIVITIESTHE MIO SUMMARYPRESENT SITUATIONFUTURE ANALYSISSTRATEGIC CHOICESTACTIC CHOICESThe MIO Questions
12、MARKETINTERACTIONORGANIZATIONPRESENT SITUATIONANALYSIS OF THE FUTURESTRATEGIC CHOICESCAMPAIGNSWHO IS BUYING FROM US? WHAT ARE THEIR ALTERNATIVES?WHAT MEANS PRODUCTS, PROMOTION, PLACES AND PRICES DO WE USE TODAY?WHAT IS THE CAPABILITY CAPACITY AND COMPETENCE WE ARE OFFERING?HOW WILL POLITICAL, SOCIAL
13、, ECONOMIC AND TECHNOLOGICAL CONDITIONS CHANGE?WHAT NEW OFFERINGS, WAYS TO COMMUNICATE, DELIVER AND PRICE WILL BE OF INTEREST?WHAT WILL BE EFFICIENT WAYS TO STRUCTURE AND PROCESS BUSINESS TOMORROW?WHAT MARKETS ARE WE INTERESTED IN? WHAT MARKET POSITION DO WE AIM AT?HOW WOULD WE LIKE TO FORM OUR CUST
14、OMER RELATIONSHIPS IN THE LONG RUN?WHAT INVESTMENTS AND ALLIANCES WOULD BE OPTIMAL FOR EFFICIENT OPERATIONS?WHOSE INTEREST DO WE WANT TO ATTAIN NOW?WHAT MEANS ARE WE TO USE TO GAIN INTEREST UPCOMING WEEKS?WHO BELONG TO THE TEAM RESPONSIBLE? WHAT IS THE BUDGET AND THE TIME PLAN?The MIO MODELTHE MIO PERSPECTIVESTHE DECISIONSFinal Project Business PlannTitle of your businessOrganization ChartnRationale (ref: brainstorming)nObjectives nFour marketing mix (ref: mind mapping)nStrategic plan/position (ref: SWOT, SIT)
