Ch 13 Designing and Managing Services Rea G. Encarnado Marketing Management v60 AGSB Hypermarketing Class 2013 Ateneo Graduate School of Business
Ch 13 Designing and Managing Services
Rea G. EncarnadoMarketing Management
v60 AGSB Hypermarketing Class 2013 Ateneo Graduate School of Business
Outline :
1. Introduction – Categoris of Service Mix2. Concept 1 – Identify Consumer’s N - W & D3. Concept 2 – Focus on Key Results Area – 4 P’s4. Concept 3 – Seizes Opportunity through Value
Preposition5. Concept 4 – Consider 5 Mall Factors6. Concept 5 – Emphasizes Mall’s F – A – B 7. Concept 6 – Winning Strategy through
Differentiation8. Remember This! – Link Concept with Existing
Model
Managing the Categories of Service Mix
• Pure Intangible Good
• Pure Service
• Service With Accompanying Goods
• Good With Accompanying Service
• Hybrid
EVERYBODY GOES TO MALL...
Concept 1
IDENTIFY CONSUMER’s N - W & D
NEEDS
Basic requirements, without these
humans cannot survive
WANTSNot mandatory in
life
DEMANDS Desire
Concept 2
FOCUS ON KEY RESULTS AREA – 4 P’s
CUSTOMER NEEDS - COMPLETE
COST - COMPETITIVE
CONVENIENCE COMMUNICATION
Concept 3SEIZES OPPORTUNITY – THROUGH VALUE PREPOSITION
PRODUCT
Customers Wants and
Needs
PRICE
Cost to Satisfy
PLACE
Convenience to Buy
PROMOTION
Communication
TRENDIEST CHEAPEST EASIESTBIGGEST
Concept 4
CONSIDER 5 COMMUNITY MALL FACTORS
VISION
MISSION
GOALS & OBJECTIVES
BUSINESS PORTFOLIO
STRATEGY
To be the best place to shop
Happy Customers
Provide All Consumer’s N-W-D
Focus and Shout Mall’s Differentiation
Getting High Market Share
Concept 5
EMPHASIZES MALL’s F – A – B
FEATUREComplete Tenant Mix
ADVANTAGEOne Stop
SHOP
BENEFITSProvide All Consumer’s
N-W-D
Concept 6WINNING STRATEGY – THROUGH DIFFERENTIATION
PRODUCT
Customers Wants and
Needs
PROMOTION
Communication
TRENDIEST EASIEST
FOCUS SHOUT
Remember This!Link Concept With Existing Model
CUSTOMER NEEDS - COMPLETE
COST - COMPETITIVE
CONVENIENCE COMMUNICATION
Complete Tenant
Mix
One Stop Commu
- nity Mall
Provide All Consumer’s N-W-D
Summary:Defining Categories of Service Mix
Identify Consumer’s Need, Wants and Demands
Focus on Key Results Area
Seizes Opportunity through Value Preposition
Consider Factors
Winning Strategy through Differentiation
Ch 13 Designing and Managing Services
Rea G. EncarnadoMarketing Management
v60 2013Ateneo Graduate School of Business