POSITIONING AND MARKETING SERVICES - CHAPTER 6

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POSITIONING AND MARKETING SERVICES - CHAPTER 6

• Interaction between operations and marketing (and
  human resources)
• Operations objectives output, operational
  efficiency, costs p. 126
• Marketing objectives sales, customer
  satisfaction p. 126
• See Exhibit 6-1 p. 128
• In services, these measures are inter related

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POSITIONING AND MARKETING SERVICES

• Appeal to intangible aspects 127-
• Functional v. service interface marketing 129-
• Depends on nature of service encounter
  product-service proportion technical-human
  proportion
• Ownership (products) v. use/experience (services)
  130
• Marketing mix 4 Ps v. 7 Ps (participants,
  physical attributes, process) Also pp. 131-135
• Marketing search, experience and credence
  qualities 131

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POSITIONING AND MARKETING SERVICES

• Market segmentation 135
• Recall focus in porters generic business level
  strategies in mgt. 339
• Remember that it goes together with either cost
  leadership or differentiation
• Taken together, these three define your
  positioning
• Characteristics of effective segmentation p. 136
• Measurable, accessible, substantial, actionable
• Marketing for customer retention 139
• Customer loyalty and the service profit chain
  139
• Service customer switching p. 141 Area for
  research

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ROLE OF TECHNOLOGY IN SERVICESChapter 7

• Process technology and information technology
  (Recall that in Mgt. 339, you had product
  technology too)
• Examples of technology in services p. 158 exhibit
  7-1
• Identification of technology needs p. 159-
• Customer relations area 159- Also customer
  participation
• Internal service processing area 160- Also
  materials management, MIS, ERP 165-
• Knowledge management area 163-
• Supplier relations/SCM area
• Sources of technology development, buy/lease,
  sharing/alliances
• Justification of technology use in services
• Implementation issues

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SERVICE DESIGNChapter 8

• Information sources
• QFD 184- Customer requirements, evaluating
  competition
• Benchmarking 187-
• Competitive strategy leads to process choice 190
• Cross functional teams in design 183-
• Elements of design
• Contact level 191
• Employee selection 190
• Equipment-people balance
• Reliability 191
• Customer participation level 191
• Tangibles 190
• Service standards
• Measurement systems 191
• Design process p. 194-
• Documentation. Process charts/blueprints 201
  Failure Mode Analysis 185