service marketing

Applying the Flow Model of Distribution to Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distinguishing between distribution of Supplementary and Core Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Information and Physical Processes of Augmented Service Product Exceptions Billing Payment Information processes Information Consultation Safekeeping Physical processes Order- taking Core Hospitality

Using Websites for Service Delivery Safekeeping Track package movements Check repair status Core: Use Web to deliver information-based core services Consultation Conduct e-mail dialog Use expert systems Order-taking Make/confirm reservations Submit applications Order goods, check status Hospitality Record preferences Billing Receive bill Make auction bid Check account status Exceptions Make special requests Resolve problems Payment Pay by bank card Direct debit Information Read brochure/FAQ; get schedules/ directions; check prices Core

Distribution Options for Serving Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Six Options for Service Delivery Customer goes to service organization Service organization comes to customer Customer and service organization transact remotely (mail or electronic communications) Theater Barbershop Bus service Fast-food chain House painting Mobile car wash Credit card company Local TV station Mail delivery Broadcast network Telephone company Type of Interaction between Customer and Service Organization Single Site Multiple Sites Availability of Service Outlets

Channel Preferences Vary among Customers ,[object Object],[object Object],[object Object],[object Object]

Places of Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Places of Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Time of Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Delivering Services in Cyberspace ,[object Object],[object Object],[object Object],[object Object],[object Object],Courtesy of Swissôtel Hotels & Resorts

Service Delivery Innovations Facilitated by Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

e-Commerce: Move to Cyberspace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

e-Commerce: Move to Cyberspace ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Splitting Responsibilities For Supplementary Service Elements ,[object Object],[object Object],[object Object],As created by originating firm As enhanced by distributor As experienced by customer + Core = Core Core product Supplementary services Total experience and benefits

Franchising (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Franchising (2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dunkin’ Brands Distributes Its Branded Service Concepts through Franchisees Dunkin’ brands: Dunkin’ Donuts (coffee and backed goods), Baskin Robbins (ice cream), Togo’s (sandwiches)

The Challenge of Distribution In Large Domestic Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Distributing Services Internationally

How Service Processes Affect International Market Entry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Service Processes Affect International Market Entry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Barriers to International Trade in Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Factors Favoring Adoption of Transnational Strategies ,[object Object],[object Object],[object Object],[object Object],Fig 4.6 Courtesy of DHL International Ltd.

Factors Favoring Adoption of Transnational Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Modes of Internationalization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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