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Diennstleistungsmarketing

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Markus Stoffel

Kartei Details

Karten	18
Sprache	Deutsch
Kategorie	Marketing
Stufe	Mittelschule
Erstellt / Aktualisiert	27.09.2012 / 08.11.2012
Weblink	https://card2brain.ch/box/dm
Einbinden	<iframe src="https://card2brain.ch/box/dm/embed" width="780" height="150" scrolling="no" frameborder="0"></iframe>

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What is functional service marketing?

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conducted by industrial

companies as an additional

function for the purpose of sales

promotion

(value adding services)

What is institutional service marketing?

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conducted by service institutions

of the

tertiary sector as a "main" function

Characteristics of Service?

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- Simultaneous production and

consumption

- Variable

- Intangible

- Perishable

What are Challenges for services?

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- Defining and improving quality

- Communicating and testing new services

- Communicating and maintaining a consistent image

- Motivating and sustaining employee commitment

- Coordinating marketing, operations and HR efforts

- Setting prices

- Standardization versus personalization

7 P's

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Price

Promotion

Place

Product

Personnel

Physical facilities

Process management

Which skills should the employees have for offer the best possible service?

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Motivation, Competence and KnowHow

SW03 Business modell: Key points of the Service Star Core modell?

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- Customers

- Employees / Organization

- Positioning

- Partners

- Technology / Internet

- Operations

- Profit model

SW03: What are the KEY ELEMENTS of a Business Model?

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Productions: - key processes, - key resources

Customer value proposition: - customer value, - proplem solving

Profit model: - profit generation, - contribution profit margin, -cost structure, -demand of resources

SW03: Which 3 questions should the service star core business model answer?

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1 Layer: Attributes of the service process and the service outcome

2. Layer: Benefits - What customer benefits do these attributes provide?

3. Layer: Customer value - How are those benefits linked to the customer values

SW03: Of which person is the consumer goods logic?

Alfred Krupp

Adam Smith

Joseph Schumpeter

John Maynard Keynes

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Alfred Krupp

Adam Smith

Joseph Schumpeter

John Maynard Keynes

SW04: Explain the Service Profit Chain! What are the stages?

Employee satisfaction

Service quality

Customers satisfaction

Customers loyalty

Success

SW04: Service Star; What are the 7 Raise?

Customers:

Employees organization:

Positioning:

Partners:

Technology / Internet:

Operations:

Profit models:

SW04: Service Star; Explain the raise Employees and organization.

Describe the culture, the leadership style

SW04: Service Star; Explain the raise Partners.

- Describe the partners, their critical resources and how they exchange those resources.

SW04: Service Star; Explain the raise Positioning.

- Describe the value proposition and how is differs from the competition

SW08: Complaint Mgmt

What is the direct complaint management process?

Complaint stimulation

Complaint acceptance

Complaint processing

Complaint reaction

SW08: Complaint Mgmt

What is the indirect complaint management process?

Complaint analysis

Complaint mgmt controlling

Complaint reporting

Complaint information use

SW08: Complaint Mgmt

What is the indirect complaint management process?

Complaint analysis

Complaint mgmt controlling

Complaint reporting

Complaint information use

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