Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1 Introduction to Services
• Health Care
– hospital, medical practice, dentistry, eye care
• Professional Services
– accounting, legal, architectural
• Financial Services
– banking, investment advising, insurance
• Hospitality
– restaurant, hotel/motel, bed & breakfast,
– ski resort, rafting
• Travel
– airlines, travel agencies, theme park
• Others:
– hair styling, pest control, plumbing, lawn maintenance, counseling
services, health club
Tangible
Dominant Fast-food
Outlets
Advertising
Agencies
Airlines
Investment
Management
Consulting
Teaching
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Figure 1.2
Percent of U.S. Labor Force by Industry
Percent of U.S. Labor Force 80
70
60
50
40
30
20
10
0 Services
1929 1948 1969 1977 1984 1999 Manufacturing
Year Mining & Agriculture
Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and
July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S.
Economy,” Scientific American, 244,3 (1981): 31-39.
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Figure 1.3
Percent of U.S. Gross Domestic
Product by Industry
80
70
Percent of GDP
60
50
40
30
20
10
0 Services
1948 1959 1967 1977 1987 1999 Manufacturing
Year Mining & Agriculture
Source: Survey of Current Business, August 1996, Table 11, April 1998, Table B.3; Eli
Ginzberg and George J. Vojta, “The Service Sector of the U.S. Economy,” Scientific
American, 244,3 (1981): 31-39.
Intangibility Heterogeneity
Simultaneous
Production Perishability
and
Consumption
Source: Adapted from Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, “Problems and Strategies in Services Marketing,”
Journal of Marketing 49 (Spring 1985): 33-46.
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved
Services Marketing Mix:
7 Ps for Services
• Traditional Marketing Mix
• Expanded Mix for Services: 7 Ps
• Building Customer Relationships Through People,
Processes, and Physical Evidence
• Ways to Use the 7 Ps
Other tangibles