Εισαγωγή στις Υπηρεσίες και θεμελιώδεις έννοιες. Άννα Ζαρκάδα Δημόσιες Σχέσεις ODE294 MSM P/T

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1 Εισαγωγή στις Υπηρεσίες και θεμελιώδεις έννοιες Άννα Ζαρκάδα Δημόσιες Σχέσεις ODE294 MSM P/T

2 Salvator Rosa Democritus and Protagoras Hermitage click! Φιλοσοφική τοποθέτηση "Πάντων χρημάτων μέτρον εστίν άνθρωπος, των μεν όντων ως έστιν, των δε μη όντων ως ουκ έστιν" Εστίαση στον πελάτη

3 μέτρον εστίν άνθρωπος

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5 Case study: Boscolo Hotel Prague Product Levels

6 Kotler s five product levels a customer value hierarchy core benefit: the fundamental service the customer is really buying basic product: functions necessary for the core benefit to be delivered expected product: a set of attributes buyers normally expect when they purchase this product augmented product: that exceeds customer expectation. potential product: which encompasses all the possible augmentations and transformations the product might undergo in the future

7 Part 1: FOUNDATIONS FOR SERVICES MARKETING McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

8 Chapter 1: Introduction to services What are Services? Characteristics of services impacting on Marketing Activities The concept of Service Services marketing mix Staying focused on the customer McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

9 Τι είναι οι υπηρεσίες McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

10 Ορισμός Στοιχεία 1. Οικονομική δραστηριότητα όπου μια οντότητα προσφέρει το χρόνο της σε μια άλλη 2. Σύστημα 3. Παρέχει λειτουργίες αξίας στον τελικό χρήστη που αφορούν τον ίδιο αγαθά και περιουσιακά στοιχεία που του ανήκουν 4. Παρέχει πρόσβαση σε αγαθά εργασία και επαγγελματικές δεξιότητες εγκαταστάσεις / εξοπλισμό περιβάλλον δίκτυα και συστήματα 5. Χωρίς μεταφορά κυριότητας των φυσικών στοιχείων που απαιτούνται για την παραγωγή της υπηρεσίας

11 Figure 1.2 Tangibility spectrum Critical Thinking: Is Services marketing really different? McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

12 Characteristics of services compared to goods Intangibility Heterogeneity Inseparability Perishability McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

13 Table 1.2: Goods versus services McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

14 Figure 1.5: The servuction system model value coproduction McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

15 Διαστάσεις της ποιότητας όπως την αντιλαμβάνεται ο καταναλωτής Reliability: Reliability reflects a company s consistency and certainty in terms of performance. Tangibles: Since there is no physical element to be assessed in services, clients often trust the tangible evidence that surrounds it when making their assessment Responsiveness /Responsibility The degree to which company employees are helpful and capable of providing fast service Security / Assurance This dimension encompasses the company employees competence, courtesy and precision in delivering the service Empathy: The capacity a person providing the service has to experience the customer s feelings. McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

16 MARKETING MIX REVISITED

17 Traditional marketing mix All elements within the control of the firm that communicate the firm s capabilities and image to customers, or that influence customer satisfaction with the firm s product and services: - Product - Price - Place Promotion

18 Expanded mix for services: The 7 Ps People All human actors who play a part in service delivery and thus influence the buyer s perceptions: namely, the firm s personnel, the customer, and other customers in the service environment. Physical evidence The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service. Process The actual procedures, mechanisms, and flow of activities by which the service is delivered the service delivery and operating systems.

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20 Τα 8Ps του Μάρκετινγκ Υπηρεσιών Product Place and Time Price and Other User Outlays Promotion and Education Process Physical Evidence People Productivity and Quality ΣΥΝΕΡΓΕΙΑ

21 Table 1.3: Expanded marketing mix for services McGraw-Hill/Irwin 2008 The McGraw-Hill Companies, Inc. All rights reserved.

22 Δημόσιες σχέσεις Εκδηλώσεις Δημοσιότητα Χορηγίες Διαφήμιση Θεσμική (good will) Πληροφοριακή Ανταγωνιστική Συγκριτική Μη Συγκριτική Υπενθύμισης Ενίσχυσης Συνεργατική οριζόντια κάθετη Προώθηση πωλήσεων Δωρεάν προϊόν Κουπόνια δώρα/ κληρώσεις/ διαγωνισμοί Επιδείξεις / push girls Προσφορές άλλων προϊόντων (cross-product offers) POS promotions/ ads Προσωπικές πωλήσεις Σε κατάστημα Πόρτα-πόρτα Άμεσο μάρκετινγκ Κλασσικό μίγμα προβολής - επιλογές

23 Key terms Advertising The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas (Approved by the AMA board of directors, October 2007)

24 Key terms II Propaganda The ideas, information, or other material commonly disseminated through the media in an effort to win people over to a given doctrine or point of view. (Approved by the AMA board of directors, October 2007)

25 Key terms III Public Relations That form of communication management that seeks to make use of publicity and other nonpaid forms of promotion and information to influence the feelings, opinions, or beliefs about the company, its products or services, or about the value of the product or service or the activities of the organization to buyers, prospects, or other stakeholders. (Approved by the AMA board of directors, October 2007)

26 Key terms IV public affairs professionals serve as an organization's "ambassador." develop and maintain positive and productive relations with the media, consumers, related government agencies, and community leaders, organizations and the public at large lobby develop strategies and responses to any crisis situation that could adversely impact the organization. corporate affairs professionals are responsible for creating and communicating a favourable public image for his employer or client.

27 Key terms V Sales Any of a number of activities designed to promote customer purchase of a product or service. Sales can be done in person or over the phone, through or other communication media. The process generally includes stages such as assessing customer needs, presenting product features and benefits to address those needs and negotiation on price, delivery and other elements. (Approved by the AMA board of directors, October 2007)

28 Case Study: Destination Branding Brand name Logo URL Slogan Character Symbols Narratives

29 Case Study: Logos as narratives Characteristics of a good branding strategy Memorable Meaningful Likeable Transferable Adaptable Protectable

30 Physical Evidence as narrative

31 Physical Evidence & Product nexus

32 Narrative as the Core Product

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