1. Services Defined
The benefits provided by an organization that satisfy a buyer’s needs without conferring ownership of tangible goods.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

2. Growth in Services The service sector is growing due to:
Technology and online business models
Customer service orientations
Time-pressed consumers
Outsourcing
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

3. Characteristics of Services
Intangibility
Variability of Quality
Services
Inseparability
Perishability of Demand
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

4. Consumer Behaviour
An impression is a strong influencer. People seek advice from current users.
Attitudes
Convenience, expertise, and personal attention helps sell a service.
Needs and
Motives
People pay more attention to marketing information when they are ready to buy
Purchase
Behaviour
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

5. Services Marketing Mix
Consistency
Attitude
Completeness
Environment
Availability and Timing
Supplementary Services
Product
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

6. Services Marketing Mix
Price
Regulated Pricing
Traditional Pricing
Negotiated Pricing
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

7. Services Marketing Mix
Distribution
Direct
Personal Contact
Delivery of services is becoming more automated. There is much less personal contact online.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

8. Services Marketing Mix
Communications
Mass advertising for awareness
Personal selling and direct response techniques
Web site for detailed information
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

9. Not-for-Profit Marketing
Goods & Services
People
Places
Ideas
Organizations
NFP Marketing embraces a variety of situations.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

10. Objectives of Not-for-Profit Marketing
The goal is to promote social consciousness.
Social
Marketing
Using marketing to increase the acceptability of social ideas.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

11. Characteristics of Not-for-Profit Marketing
Philosophy
Emphasis on people, causes and ideas.
Emphasis on goods and services
Targets
Donors and clients
Clients
Exchange
Money, time, and expertise
Money
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

12. Characteristics of Not-for-Profit Marketing
Objectives
Financial and non-financial (attitudes)
Financial: sales, profit, ROI.
Benefits
Many contribute but few benefit directly
Buyers benefit directly
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

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
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

14. Types of Not-for-Profit Marketing
Place
Fosters a favourable attitude toward a destination.
To win public acceptance of a viewpoint. Corporations employ advocacy advertising.
Ideas
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

15. Marketing Strategy Product Price
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.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.

16. Marketing Communications
Marketing Strategy
Distribution
Channels are direct (organization to donor). Intermediaries such as professional fund raisers may be used.
Marketing Communications
Mass advertising for awareness and direct response techniques for action are crucial.
Canadian Marketing in Action, 6th ed. Keith J. Tuckwell
©2004 Pearson Education Canada Inc.