文档介绍：Marketing Strategy and Planning The Value Proposition
Marketing Strategy and Planning
The Value Proposition
Review of Last Session/Housekeeping
Questions from Last Session/Marketing Assets and Brands
How does a brand add value?
Why doesn’t a product do the same?
What are the extra benefits that a brand gives that ads this extra value to the pany?
TODAY
Value Proposition – Differentiating through People and Service
New Developments
Service Characteristics and the 7 P’s
SERVICE
CHARACTERISTICS
INTANGIBILITY
*No opportunity to Evaluate
*Need for Tangible Cues
INSERABILITY
*Simulataneous Production and Consumption
*Importance of Service Provider
VARIABILITY
*Standardisation of Quality Difficult
PERISHABILITY
*Service Cannot be Stocked
Supply and Demand Matching
4 Ps PLUS 3 extra Ps
People
Physical Evidence
Process
Spotting Gaps in Your Service Quality
Word of Mouth
Personal Needs
Past Experience
Expected Service
Perceived Service
Service Delivery (inc1>. pre and post contacts)
Translation of perceptions into Quality specs.
Management perceptions of Consumer expectations
munication to Consumers
CONSUMER
MARKETER
GAP 1
Source: Parasuraman, A, Zeithaml, V and Berry, L, (1985), “A Conceptual Model of Service Quality”, Journal of Marketing, Vol 49, pp 41-50.
GAP 2
GAP 3
GAP 4
GAP 5
Service Quality Gaps
Service Differentiation
Deli