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