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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 1 in Chapter 12
Pemasaran JasaPemasaran Jasa
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 2 in Chapter 12
Nature of ServicesNature of Services
The Service Industry includes the:
Government sector
Private nonprofit sector
Business sector
Manufacturing sector
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 3 in Chapter 12
Nature of ServicesNature of Services
Service Mix Categories:
Pure tangible good: no services
Tangible good with accompanying
services
Hybrid: equal parts service and goods
Major service with accompanying minorgoods and services
Pure service
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 4 in Chapter 12
Nature of ServicesNature of Services
Characteristics
ntangibility
nseparability
!ariability
Perishability
Cannot be touched,seen, tasted, heard, orsmelled before purchase
Konsumenmengandalkan isyaratuntuk menarikkesimpulan kualitas
Marketers must try totangibili!e theintangible"
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide in Chapter 12
Nature of ServicesNature of Services
Characteristics
ntangibility
nseparability
!ariability
Perishability
Services are produced
and consumed at thesame time #air travel$
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide ! in Chapter 12
Nature of ServicesNature of Services
Characteristics
ntangibility
nseparability
!ariability
Perishability
Service providers vary
%ith respect to attitudes,
skills, mood, etc& 'ven
the same provider may
give different service on
a different day&
(uality control is critical:
Hiring the right people
"tandardi#ing service
Monitoring satisfaction
7/26/2019 11. Pemasaran Jasa
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide " in Chapter 12
Nature of ServicesNature of Services
Characteristics
ntangibility
nseparability
!ariability
Perishability
Services can not be
inventoried or
other%ise stored Capacity ) demand
management is
critical:
$emand side
strategies
"upply side strategies
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide # in Chapter 12
Nature of ServicesNature of Services
*emand+side strategies
Guna%an perbedaanharga
Permintaan yangtida% tinggi dapatdimuncul%an
Mengembang%anjasa peleng%ap
$apat di%embang%ansistem pemesanan
Supply+side strategies
"ewa %aryawan part&time
'e%rut %aryawandengan tugas pentinghanya pada saatpermintaan tinggi
Partisipasi %onsumendapat diting%at%an
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide $ in Chapter 12
Marketing StrategiesMarketing Strategies
People,physical evidence, and
processmust be considered in
addition to the -.s" %hen creatinge(ternal mar%etingplans&
Successfully delivering a service
often depends on staff being trainedvia internal mar%etingefforts&
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 10 in Chapter 12
Marketing StrategiesMarketing Strategies
nteractive mar%etingrefers to theemployees. skill in serving the client&
Search /ualities, experience /ualitiesand credence /ualities are evaluatedby customers&
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 11 in Chapter 12
Marketing StrategiesMarketing Strategies
Marketing Tasks
Managing
differentiation
Managing service
quality
Managing
productivity
)an not differentiate
on price alone
Innovative features
*elivery system
'eliability
'esilience
nnovativeness
Image and branding
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2003 Prentice Hall, Inc. To accompanyA Framework for Marketing Management, 2ndEdition Slide 12 in Chapter 12
Marketing StrategiesMarketing Strategies
0 strategic concept
Commitment from
top+management
1igh standards
2irm and customer
monitoring systems
3ell+Managed Service 2irms
Share These Characteristics
Satisfaction of employees
and customers
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