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Week 1 Chapter 1-Introduction to Services Marketing

hi welcome again to bps 370 assistances sell this is the firstly named of PowerPoint slithers I am trying the first week and we’ll see how this works posting a subset of PowerPoint slips and really discussing some of the highlights from the chapters that you should read or how let’s use me of extents that you are able to reap from the chapters that you read one of the things that we will be talking about in class is to what magnitude you want to see narrated PowerPoint slithers on our blackboard place this is material that you will be responsible for reading okay and you’ll be responsible for anything that is in the textbook however I will exactly be giving some foregrounds in this PowerPoint so let’s start with period 1 understanding assistances selling this chapter is going to be the introductory assembly in the textbook will help you understand the definition of services and how services differ from more tangible or physical goods okay the present chapter will likewise explain the characteristics of services and group the various types of services you will find in this chapter definition of services where your text will define a service as a deed you’re really talking about something that’s intangible meaning that it is something that you can’t put your hands on and give a nurse of right it may or may not be attached to a physical make so we can think of things such as a dinner at a eatery whether it’s a fine dining restaurant or McDonald’s in which case “were having” the physical concoction the food but a good constituent of that produce render is a service the customer service you is obtained from the waitstaff or in the instances of McDonald’s from the person who is behind the counter taking your order and so those are some of the one of the things actually they meet business a bit more challenging than concoctions is the fact that it isn’t something oftentimes that you can put your hand and to determine the quality or how good it is because it’s intangible okay so that’s one of the key concepts we want you to understand from this first assembly in your textbook equips this is an interesting figure 1.2 is a very good example of the distinctions or the differences among assistances marketing and physical goods selling and now we evidence a continuum that presents concoctions that are more dominant with what your tip with your verse refers to here is definite prevailing such as salt soft drink detergent you’ll notice that those are parts that you can put in your hand and viewed them right versus intangible reigning components which include learning consulting financing management but these are things where there’s really not a discernible component so if you think about teaching there’s really nothing that you can put your hands on if you’re trying to judge the quality of your education it is something that you can’t put your hands on it is much more subjective liberty in terms of what are the elements or the things that we need to look at to determine what is a good teaching experience a good consulting booking right so that’s one of the things that draws the marketing of services far more challenging than the commercialization of physical goods although admittedly both are challenging okay and that’s one of the key ideas and theories that I demand you to take away from reading chapter one chapter one will too define five key characteristics of services okay services are intangible and that is a concept that I’ve just discussed or mentioned repeatedly with the previous moves and that is that these services cannot be touched seen held in the way that a tangible produce such as salt a soft drink can be held some of the other key concepts we talked about characteristics of service include separate e in for many cases if you think about service the production processes that services and the intake of the service occur at the same time so think about if you go to a hair salon or a barber patronize the make and intake of that haircut are simultaneous another key characteristic of services is the variability so it’s really hard when we think about something like business it’s really difficult to standardize the quality of a service performance do you think about when you go into a restaurant I’m going to use again McDonald’s as two examples to ordering a meal depending on the kind of day the person on the other side of the counter is having and depending on the kind of day that you are having that busines suffer may be very different if you both are having a wonderful day and the weather is pleasant you might be both very pleasant and it might be a very good experience if on the other hand it’s like it was last week when we had the really heavy rainfall and you’ve walked in and you’re drenched and you’re depleted even if the person on the other side of the bar is very pleasant you may not be an experience that you perceive may be very different okay so one of the things that your text will talk about when we define some of the specific features services is that unlike that can of coca-cola that you might buy where we can standardize that and ensure that that can of coke is the same regardless of where it is sold and who’s buying it we can’t undoubtedly standardize services to the same extent so then there variable another key concept is idea perishability I go back to the example of coca-cola we know that we can employed a can of coke in a warehouse and store it on a rack although it doesn’t have an unlimited life it is something that can be accumulated after it is produced stored on a shelf before someone consumes it and with assistances they are perishable and that they only exist at the time of production so we think about things like a hairdressing salon our barber shop one of their challenges is trying to figure out how do you planned your staff to be there when you’re going to have the most demand what are most people going to come in to the Sun or the barbershop to get a haircut because if you have stylists and barbers who are available that day and you don’t have clients that service that you’re accommodating is perishable it’s not something that are able placed for later degree in time okay and then finally the fifth characteristic of services is this idea of rental access they’re only temporary control because you don’t own it not in the same way that you are able to a physical tangible produce okay so the five characteristics of services that you need to be familiar with are one intangibility to inseparability 3 variability for perishability and 5 rental access ok now your verse is also going to define categories of service and their variety of ways of grouping assistances one is going to be as you examine on this chart based on the field and so I’ll just let you read over these both in your textbook and on the slither but this is one way of grouping assistances we can look at the service field entertainment professional services etc another way of grouping works is based on the customers that are served we can look at consumer assistances parties looks just like you and me or business-to-business services if we have corporations they’re providing services to other companies or organizations ok and then finally we have Lovelock’s classification which looks at not only the at will looks at two things right if you look at this 2×2 matrix let’s look across the top right now where we have parties and self-possessions that is who or what is a direct recipient of the service now if you look down the side where it says what is the nature of the service act it can be a tangible activity or it can be an intangible act so Lovelock has basically made a 2×2 matrix so for example if we is currently considering the first think of the people as the first column on your left so we can have people who are the recipients of a service and it can be a discernible act such as going to a hair salon or it can be an intangible war where there is something for example assistances sent at people’s minds like education the second column when we look at controls this is the what is the direct recipient of the service and you can have again discernible acts directed toward properties such as laundry or baked cleaning you have a very tangible action being be done in order to a concoction or belonging like robe or we can have an intangible war aimed at a belonging so for example legal services which is not something you put your hands on guided at an intangible asset or wealth okay so I hope that concludes sense likewise look at the four bullets on the Left which given the same definition but again think of this as a two by two matrix if it helps draw a casket with four squares in it and if that helps you think about and at the opening of the firstly box you would have beings top of the second largest wealths and on the left you would have the discernible acts and below that intangible wars if that helps okay but if you have any questions about that we can talk about that when we meet on Wednesday another key concept introduced in Chapter one is this idea of the services offered market triangle and the idea here is that when we talk about marketing of services that are there are three key components and that is the organization the providers and the customers so one way of thinking about this if we make Robert Morris as an example we need a Robert Morris is the organization Robert Morris does internal marketing with providers and in this case the providers would be employees of the institution so in order to ensure that any hopes that Robert Morris is fixing it has to engage in internal marketing with their employees so those are some of the things that it does to ensure that they communicate and convey to their employees that this is really a great place to work in some of the reasons why you know the opportunities for professional proliferation and occurrence on the benefits having other colleagues who have similar interests and flairs as you et cetera right now I’m going to move to the other side of the triangle the right side where we look at the external market and this is where an organization and again if I stay with the Robert Morris example where Robert Morris offsets external promises to its purchasers so in this case say that you and the employers where we as federal institutions Robert Morris if you promising that we will provide an accelerated grade planned give you an opportunity to gain hands-on experiential real-world experience so that’s the promise the external market that the united nations is Robert Morris provides to student “the consumers ” now if we look at the bottom part of the triangle we watch providers and customers and that’s the interactive marketing component if you think about that to the extent that individual organizations or an institution holds its employees happy well trained and well prepared they are able to deliver on the promise the external market that an institution an organization does or renders or imparts to its patrons so the providers and the customers at interactive relation in such cases staff members and the faculty at RM you keep the promise that the relevant institutions acquires to its students as two examples so let’s see if that induces gumption is hoped that the government does and again have questions about the concept we can talk about that when we meet face-to-face okay so these are just this triangle simply shows how these three components internal marketing external marketing and the interactive sell are relation and tied together okay and then finally one of the other I think it would be helpful I believe it’s at the beginning of your period they stipulate an overview of the book so this will give you a sense of some of the main topics that we’ll be covering in the book and as you ascertain the first 3 sections we’ll be looking at the foundations of services marketing and a great deal of that will be focused on explanations and helping you understand some of the key representations in the field okay so make sure to read chapter 1 the chapters are short they’re very fun to read and there are some immense illustrations and vignettes that are in the chapters and to help reinforce some of the notion I likewise urge you to read some of the review questions and practises that are at the end of the chapter ok great look forward to seeing you on on Wednesday and if you have any questions fetching them to class and we will discuss them there again look forward to meeting you thanks

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