1. Copyright © 2015 McGraw-Hill Education. All rights reserved
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2. Describe four unique elements of services.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO:
Describe four unique elements of services.
LO 12-1
Recognize how services differ and how they can be classified.
LO 12-2
Explain how consumers purchase and evaluate services.
LO 12-3
Develop a customer contact audit to identify service advantages.
LO 12-4
12-2

3. Explain the role of the seven Ps in the services marketing mix.
LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO:
LO 12-5
Explain the role of the seven Ps in the services marketing mix.
Discuss the important roles of internal marketing and customer experience management in service organizations.
LO 12-6
12-3

4. NEW SERVICES CAN HELP YOU BECOME PART OF THE SHARING ECONOMY
12-4

5. FIGURE 12-1 Services are a larger part of the U.S. GDP than goods
12-5

6. THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES
LO 12-1
Services
Four I’s of Services
Intangibility
Inconsistency
12-6

7. THE UNIQUENESS OF SERVICES THE FOUR I’S OF SERVICES
LO 12-1
Four I’s of Services
Inseparability
Self-Service Technologies
Inventory
Idle Production Capacity
12-7

8. FIGURE 12-2 Inventory carrying costs of services depend on the cost of employees and equipment
12-8

9. Service Continuum Classifying Services
THE UNIQUENESS OF SERVICES THE CONTINUUM AND CLASSIFICATION OF SERVICES
LO 12-2
Service Continuum
Classifying Services
Delivery by People or Equipment
For-Profit or Nonprofit Organizations
Government Sponsored
12-9

10. FIGURE The service continuum shows how offerings can vary in their balance of products and services
12-10

11. FIGURE 12-4 Services can be classified as equipment-based or people-based
12-11

12. MARKETING MATTERS Social Marketing is a Must for Nonprofits
LO 12-2
12-12

13. HOW CONSUMERS PURCHASE SERVICES THE PURCHASE PROCESS
LO 12-3
Search Properties
Experience Properties
Credence Properties
12-13

14. FIGURE 12-5 Consumers use search, experience, and credence properties to evaluate services
12-14

15. HOW CONSUMERS PURCHASE SERVICES ASSESSING SERVICE QUALITY
LO 12-3
Gap Analysis
Dimensions of Service Quality
Service Failures
12-15

16. FIGURE 12-6 The five dimensions of service quality
12-16

17. MARKETING INSITE How Can You Learn about Service Failures
MARKETING INSITE How Can You Learn about Service Failures? Media Monitoring!
LO 12-3
Google Blogs
Technorati
ReputationDefender
12-17

18. Customer Contact Audit
HOW CONSUMERS PURCHASE SERVICES CUSTOMER CONTACT AND RELATIONSHIP MARKETING
LO 12-4
Service Encounters
Customer Contact Audit
Service Blueprint
A Customer’s Car Rental Activities
Relationship Marketing
12-18

19. FIGURE Customer contact audit for a car rental agency (green boxes = customer activity; orange boxes = employee activity)
12-19

20. MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICES
LO 12-5
Seven Ps of Services Marketing
Product (Service)
Branding
Price
Off-Peak Pricing
12-20

21. MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICES
LO 12-5
Place (Distribution)
Promotion
Publicity
Public Service Announcement (PSA)
12-21

22. MANAGING THE MARKETING OF SERVICES THE SEVEN Ps OF SERVICES
LO 12-5
People
Internal Marketing
Customer Experience Management (CEM)
Physical Environment
Process
Capacity Management
12-22

23. FIGURE 12-8 Different prices and packages help match demand to capacity
12-23

24. USING MARKETING DASHBOARDS Are JetBlue’s Flights Profitably Loaded?
Airline Operating Income (Loss) per Available Seat Flown One Mile (ASM)
12-24

25. Technological Advances
SERVICES IN THE FUTURE
LO 12-6
Technological Advances
Mobility
Personalization
Convergence
Sustainability
12-25

26. LA GALAXY: WHERE SPORTS MARKETING IS A KICK!
VIDEO CASE 12
12-26