Chapter 11 - Designing and Managing Services

11 Designing and Managing Services

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Chapter Questions 

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How are services defined and classified? How are services marketed and how can service quality be improved? How do service marketers create strong brands? How can goods marketers improve customer support services?

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What is a Service? A service is any act of performance that one party can offer another, that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.

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Services are Everywhere 

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Government Private non-profit Business Retail Manufacturing

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Categories of Service Mix Pure Pure tangible tangible good good Good Good with with accompanying accompanying services services

Hybrid Hybrid Service with accompanying

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Service Distinctions 

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Equipment-based Equipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership

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Continuum of Evaluation for Different Types of Products

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Distinctive Characteristics of Services Intangibility

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Physical Evidence and Presentation Place People

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How to Increase Quality Control Invest in good hiring and training procedures

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Increasing Quality Control: An Overnight Hotel Stay

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