Transcript Chapter 11

Marketing 11
Services and Nonprofit Organization
Marketing
Services & Nonprofit
Organization Marketing-11
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Importance of Services to the Economy
Characteristics of Services
Marketing Services
Relationship Marketing and Services
Nonprofit Organization Marketing
11.1
Importance of Services
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Define a Service
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Importance
76% of US GDP
 79% of US Employment
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11.2
Characteristics of Services
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Intangible
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Inseparable
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From customer and provider
Perishable
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Cues
Can’t save a haircut
Variable
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Degrees
11.3
How to Manage Service Quality
Examine
Customer
Expectations
Develop
a Service
Strategy
Train,
Empower,
& Support
Employees
Communicate
With
Customers
Research
Service
Performance
11.4
Service Quality
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Reliability
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Responsiveness
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Assurance
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Empathy
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Tangibles
11.5
Marketing Mix
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Product
Process (people, possessions, stimulus)
 Core and Supplementary
 Customized/Standardized; Mix
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Place
Your place or ours?
 Convenience
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Promotion
Stress tangible cues
 Organizational image is key
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Price
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Unit? Hourly? Bundled?
Relationship Marketing and
Services
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Promotions
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Quality
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Loyalty Programs
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Build Social Bonds
11.6
Nonprofit Organization
Marketing
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Nonprofits
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attempt to bring about mutually satisfying
exchanges with target markets
11.7
Unique Challenges of Nonprofit
Services Marketing
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Funding is often received from one group while
services are given to another group.
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Services provided are often controversial.
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Setting goals and measuring success is less
straightforward
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Often have little to spend on marketing
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Often rely heavily on volunteers
11.8