Lernkarten
What is functional service marketing?
conducted by industrial
companies as an additional
function for the purpose of sales
promotion
(value adding services)
What is institutional service marketing?
conducted by service institutions
of the
tertiary sector as a "main" function
Characteristics of Service?
- Simultaneous production and
consumption
- Variable
- Intangible
- Perishable
What are Challenges for services?
- 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
Price
Promotion
Place
Product
Personnel
Physical facilities
Process management
Which skills should the employees have for offer the best possible service?
SW03 Business modell: Key points of the Service Star Core modell?
- Customers
- Employees / Organization
- Positioning
- Partners
- Technology / Internet
- Operations
- Profit model
SW03: What are the KEY ELEMENTS of a Business Model?
Productions: - key processes, - key resources
Customer value proposition: - customer value, - proplem solving
Profit model: - profit generation, - contribution profit margin, -cost structure, -demand of resources
