1. Copyright © 2007 Pearson Education Canada
Services Defined
The benefits provided by an organization that satisfy a buyer’s needs without conferring ownership of tangible goods.
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2. Copyright © 2007 Pearson Education Canada
Growth in Services
The services industry is growing due to:
Technology and online business models
Changing customer characteristics
Marketing and customer service orientations in business
Outsourcing
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3. Characteristics of Services
Intangibility
Quality Variability
Services
Inseparability
Demand Perishable
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Consumer Behaviour
An impression is a strong influencer. People seek advice from current users.
Attitudes
Convenience, expertise and personal attention helps ell a service.
Needs and
Motives
Purchase
Behaviour
People pay more attention when they are ready to buy.
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5. Services Marketing Mix
Consistency
Attitude
Completeness
Environment
Availability and timing
Supplementary Services
Product
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6. Services Marketing Mix
Regulated Pricing
Traditional Pricing
Negotiated Pricing
Price
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7. Services Marketing Mix
Distribution
Direct Channel
Personal Contact
Delivery of services is becoming more automated. There is much less personal contact online.
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8. Services Marketing Mix
Mass advertising for awareness
Personal selling and direct response for action
Web site for detailed information
Marketing
Communications
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9. Characteristics of N-F-P Marketing
Not-for-Profit
Profit
People, causes and ideas
Goods and services
Philosophy
Targets
Donors and clients
Clients
Money, time and expertise
Money
Exchange
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10. Characteristics of N-F-P Marketing
Not-for-Profit
Profit
Financial and non-financial (attitudes)
Financial: sales, profit, ROI
Objectives
Many contribute but few benefit directly
Buyers benefit directly
Benefits
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11. Goal of Not-for-Profit Marketing
The goal is to promote social consciousness.
Effective marketing will increase the acceptability of social ideas.
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12. Types of N-F-P Marketing
Not-for-profit marketing embraces a variety of situations:
Organizations
People
Places
Ideas
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13. Types of Not-for-Profit Marketing
Strives to gain acceptance of an organization’s objectives and services.
Organization
Creates a favourable impression of an individual or group
People
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14. Types of Not-for-Profit Marketing
Place
Creates a favourable attitude toward a destination
Ideas
To win public acceptance of a viewpoint
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15. Copyright © 2007 Pearson Education Canada
Marketing Strategy
Product
NFP organizations believe they provide what the public needs. The public simply needs to be made aware of a certain viewpoint.
Price
Money may change hands (donation) but time and expertise are volunteered.
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Marketing Strategy
Distribution
Channels are direct (organization to donor) but professional fund raisers may be used.
Communications
Mass advertising for awareness and direct response for action.
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