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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 1 in Chapter 12

Pemasaran JasaPemasaran Jasa

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 2 in Chapter 12

Nature of ServicesNature of Services

The Service Industry includes the:

Government sector

Private nonprofit sector

Business sector

Manufacturing sector

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 3 in Chapter 12

Nature of ServicesNature of Services

Service Mix Categories:

Pure tangible good: no services

Tangible good with accompanying

services

Hybrid: equal parts service and goods

Major service with accompanying minorgoods and services

Pure service

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 4 in Chapter 12

Nature of ServicesNature of Services

Characteristics

ntangibility

nseparability

!ariability

Perishability

Cannot be touched,seen, tasted, heard, orsmelled before purchase

Konsumenmengandalkan isyaratuntuk menarikkesimpulan kualitas

Marketers must try totangibili!e theintangible"

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide in Chapter 12

Nature of ServicesNature of Services

Characteristics

ntangibility

nseparability

!ariability

Perishability

Services are produced

and consumed at thesame time #air travel$

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide ! in Chapter 12

Nature of ServicesNature of Services

Characteristics

ntangibility

nseparability

!ariability

Perishability

Service providers vary

%ith respect to attitudes,

skills, mood, etc& 'ven

the same provider may

give different service on

a different day&

(uality control is critical:

Hiring the right people

"tandardi#ing service

Monitoring satisfaction

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide " in Chapter 12

Nature of ServicesNature of Services

Characteristics

ntangibility

nseparability

!ariability

Perishability

Services can not be

inventoried or

other%ise stored Capacity ) demand

management is

critical:

$emand side

strategies

"upply side strategies

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide # in Chapter 12

Nature of ServicesNature of Services

*emand+side strategies

Guna%an perbedaanharga

Permintaan yangtida% tinggi dapatdimuncul%an

Mengembang%anjasa peleng%ap

$apat di%embang%ansistem pemesanan

Supply+side strategies

"ewa %aryawan part&time

'e%rut %aryawandengan tugas pentinghanya pada saatpermintaan tinggi

Partisipasi %onsumendapat diting%at%an

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide $ in Chapter 12

Marketing StrategiesMarketing Strategies

People,physical evidence, and

processmust be considered in

addition to the -.s" %hen creatinge(ternal mar%etingplans&

Successfully delivering a service

often depends on staff being trainedvia internal mar%etingefforts&

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 10 in Chapter 12

Marketing StrategiesMarketing Strategies

nteractive mar%etingrefers to theemployees. skill in serving the client&

Search /ualities, experience /ualitiesand credence /ualities are evaluatedby customers&

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 11 in Chapter 12

Marketing StrategiesMarketing Strategies

Marketing Tasks

Managing

differentiation

Managing service

quality

Managing

productivity

)an not differentiate

on price alone

Innovative features

*elivery system

'eliability

'esilience

nnovativeness

Image and branding

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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 12 in Chapter 12

Marketing StrategiesMarketing Strategies

0 strategic concept

Commitment from

top+management

1igh standards

2irm and customer

monitoring systems

3ell+Managed Service 2irms

Share These Characteristics

Satisfaction of employees

and customers