They may also need reminders and documentation
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facilitating use of the core service enhancing the value and appeal of the core 17Ĭustomers often require information about how to obtain and use a product or service. In mature industries, core products often become commodities Supplementary services help to differentiate core products and create competitive advantage by: Most firms offer customers a package of benefits: core product (a good or a service) supplementary services that add value to the core Tangible elements Intangible elements Marketing Positioning (Weighted toward evidence)
Service w/ accompanying goods Pure service 13-11Įquipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership Pure tangible good Good w/ accompanying services Hybrid Information Processing e.g., accounting, banking, insurance, legal, research 10 Possession Processing e.g., freight, repair, cleaning, landscaping, retailing, recycling Mental Stimulus Processing e.g., broadcasting, consulting, education, psychotherapy
People Processing e.g., airlines, hospitals, hotels, restaurants, haircutting, fitness centers What is the Nature of the Service Act? TANGIBLE ACTS
Who or What is the Direct Recipient of the Service? DIRECTED AT PEOPLE Organisasi, informasi, properti, kombinasinya.ĭisimpan Disimpan stlh dlm Jlh Besar produksiĪny act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything its production may or may not be tied to a physical product. Penawaran Kompetensi & Kapasitas ProduktifĪnything that can be offered to a market to satisfy a want or need (kotler & Keller) Terdiri dari: barang, jasa, gagasan, tempat, orang, Tingkat Pertumbuhan Pelayanan Sosial, dsb Tujuan Perusahaan Profit Pangsa Pasar Spesifik Mempertahankan Eksistensi Tingkat Penjualan
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