Marketing_L5(2013)
.pdf
Services Marke&ng
The Service Profit Chain
• Internal service quality: superior employee selec&on and training, a quality work environment, and strong support for those dealing with customers, which results in . . .
• Sa&sfied and produc&ve service employees: more sa&sfied, loyal, and hardworking employees, which results in . . .
• Greater service value: more e ec&ve and e cient customer value crea&on and service delivery, which results in . . .
• Sa&sfied and loyal customers: sa&sfied customers who remain loyal, repeat purchase, and refer other customers, which results in . . .
• Healthy service profits and growth: superior service firm performance.
Three Types of Service Marke5ng
Today
Service companies face three major marke5ng tasks:
• service di eren5a5on
• service quality
• service produc5vity
Branding Strategy:
Building Strong Brands
• Brand equity is the di eren&al e ect that knowing the brand name has on customer response to the product or its marke&ng.
• Brand valua&on is the process of es&ma&ng the total financial value of a brand.
Building Strong Brands
Brand posi/oning:
Amtrak goes beyond aOributes and benefits, engaging customers on a deeper level. In the “warm and lively dining room . . . you can meet new friends over a delicious meal, and savor every moment. Enjoy the journey.”
Brand Name Selec5on
• It should suggest something about the product’s benefits and quali&es
• It should be easy to pronounce, recognize, and remember
• It should be dis&nc&ve
• It should be extendable
• The name should translate easily into foreign languages
• It should be capable of registra&on and legal protec&on
Brand Sponsorship
• Na&onal brand (or manufacturer’s brand)
• Private brand (also called a store brand or distributor brand)
• Licensed brands
• Co-brand
Group workexamples of each brand sponsorship