Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
13-1: Services: The Intangible Product
13-2: Services: The Intangible Product These are the learning objectives for this chapter.
13-3: Seamless The United Kingdom food delivery service
Seamless makes sure that employees are
monitoring Twitter at all hours of the day. This is
in order to be better about responding through
social media to deal with more demanding
customer.
Ask students: What would be your expectations
when buying online groceries and food?
13-4: Service In a service economy, firms compete on how well
they provide service to their customers.
This web link is to the “live” customer service
rep at landsend.com
Ask students: Describe your last outstanding and
horrible customer service experiences. How did it
affect your attitude toward the firm? How did it
affect your purchase behavior?
13-5: The Service Product Continuum According to Theodore Levitt, all products are
services.
Ask students: What does this statement mean?
When you purchase products, do you also
purchase the services associated with the
product?
Like what?
13-6: Offering a Service with Your
Products
This is one of the oldest cause marketing
campaigns.
In addition to buying Betty Crocker products,
consumers are buying financial support for their
schools
13-7: Economic Importance of Service Remind students about how environments
influence marketing.
As economic, technological, and sociocultural
environments change, so do demands for
services.
Group activity: Examine some key changes in
each of these environments that have led to
greater demands for service.
Some potential responses include automation,
women in the workplace, new trade realities, or
shipping and transportation improvements.
13-8: Services Marketing Differs from
Product Marketing
This graph sets up the following discussion; if
you wish to shorten this presentation, simply
review these differences.
The next slides go into greater detail.
13-9: Intangible Consumers use cues to judge the service quality
of dentists, including the quality of the
furnishings, whether magazines are current, and
diplomas on the wall.
Group activity: Think about the cues that you
use to assess the quality of a service.
Choose a particular service (e.g., auto repair,
medical care, insurance) and list several cues the
provider could use to indicate quality.
13-10: Inseparable Production and
Consumption
When staying at a hotel, you can’t test it out
before you stay.
Some hotels offer satisfaction guarantees to lower
risk.
Ask students: What other kinds of products can
they not test beforehand?
Some of them might say delivery in which case it
is funny to show this YouTube ad.
The ad (always check before class) is for FedEx
and was one of their best Super Bowl ads ever.
13-11: Heterogeneous Many students work in service professions.
Ask students: How have your employers
attempted to reduce service heterogeneity?
Do these programs work?
What else could your employer do to reduce
heterogeneity?
13-12: Perishable Each of the pictured services are perishable,
because as soon as the plane/ship departs, the
date ends, or the meal is served, there is no
possibility of changing.
Unsold seats or rooms are lost revenue.
13-13: Check Yourself 1 Services are intangible, inseparable, variable,
and perishable.
2 Many of them are a blend and fall within the
product-service continuum
13-14: Providing Great Service: The
Gaps Model
This slide sets up the discussion that follows and
can be used as the basis for a shorter discussion.
13-15: The Knowledge Gap:
Understanding Customer
Expectations
Many doctors believe they should be evaluated
on the basis of their credentials and find
consumers’ interest in wait times, friendliness of
staff, and waiting room décor frustrating.
Ask students: What can doctors do to close this
knowledge gap?
13-16: McDonald’s 24/7 In this video clip, the flagship restaurant in Time
Square is featured.
Open 24/7 as a way of beefing up profits
especially with the offering of breakfast.
Reduced costs are blended into a 24/7 operation
which is a key part of the resurgence of
McDonald’s.
Note: Please make sure that the video file is
located in the same folder as the PowerPoint
slides.
13-17: Filling the Knowledge Gap Higher education often gets accused of being
customer unfriendly.
How can a university close the knowledge gap
and thus improve service quality and outcomes?
13-18: Understanding Customer
Expectations
Ask students: What are your expectations of the
service provided by these two businesses.
Will there be price differences?
In what circumstances would you stay at each
property?
