DM
Diennstleistungsmarketing
Diennstleistungsmarketing
Fichier Détails
| Cartes-fiches | 18 |
|---|---|
| Langue | Deutsch |
| Catégorie | Marketing |
| Niveau | Collège |
| Crée / Actualisé | 27.09.2012 / 08.11.2012 |
| Lien de web |
https://card2brain.ch/box/dm
|
| Intégrer |
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|
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?
Motivation, Competence and KnowHow
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
SW03: Which 3 questions should the service star core business model answer?
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?
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
