Product

PRODUC T By: Imanuella Andilolo, M.Sc.

Ap a arti Pr oduk?  Product → tangible goods  Contoh: gula  Service → intangible goods  Contoh: perbankan

Kl asi fi kasi Produk d an Jasa   

Produk Konsumen → berdasarkan cara membeli/mendapatkan produk Produk Industri → untuk diproses lebih lanjut atau dalam usaha Organisasi, Individu, Tempat, dan Ide → corporate image, person marketing, place marketing, social marketing

SE RV ICE S MARKET ING Characteristics of a Service: Intangibility

Variability

SERVICES

Perishability

Inseparability

 Service intangibility: Services cannot be seen, tasted, felt, heard, or smelled before purchase  Service inseparability: Services are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines  Service variability: Quality of services depends on who provides them and when, where, and how  Service perishability: Services cannot be stored for later sale or use

Ma rketing Str ategies f or Serv ice F irms: Company Internal marketing

Employees

External marketing

Interactive marketing

Customers

 Internal marketing: the service firm must effectively train and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.  Interactive marketing: the service quality depends heavily on the quality of the buyer-seller interaction during the service encounter.

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Service Differentiation: in price competition era...

2. 3. 4.

Offer → innovative features Delivery → able and reliable customer-contact people Images → symbols and branding

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Service Quality → customer retention Service Productivity:

7.

Train current employees better or hire new ones who will work harder or more skillfully 8. Increase quantity of service by giving up some quality 9. Adding equipment and standardizing production 10. Harness the power of technology

Assig nment: Pr ese ntasi  Cari: Case Study tentang perusahaan yang produk/jasanya yang ramah lingkungan.  Jelaskan kenapa perusahaan itu ramah lingkungan. Kegiatannya dll.  Lampirkan Case Study/artikelnya. Sebutkan sumbernya. Untuk dipresentasikan minggu depan.

 Correction: http://unram-managementdepartment.blogspot.com