Marketing Management Kopler Chapter 13

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Designing and Managing
Services
Adjust or Perish…
Chapter 13…

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Concept 1
Distinctive Characteristics of
Services: Intangibility (p358)
• Kotler example: Allied Van Lines
with the appearance of their drivers
and laborers; UPS’ brown trucks;
• Local example: LBC logo and motto
• Medical example: St. Lukes, state of
the art equipment

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Concept 2
Distinctive Characteristics of
Services: Inseparability (p.359)
Kotler: Artists, psychotherapists
Local: Barbers, Lawyers
RP medical application:
Surgeons, Internists, Doctors in
general have reputations

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Concept 3
Distinctinve Characteristics of
Services: Variability (p.359)
Kotler: Hotel Services
Local: Call Centers with hiring
employees
RP medical application:
The Medical City with its JCI
accreditation

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Concept 4
Distinctinve Characteristics of
Services: Perishability (p.361)
Kotler: Airplane tickets, bus
companies, doctors charging for
missed appointments
Local: Movie theater tickets
RP medical application:
Doctor consultations

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Concept 5
Best Practices of Top Service
Companies: Strategic Concept
(p.366)
Kotler: Four Seasons Luxury Hotel,
Starbucks Hotel
Local: Mang Inasal
RP medical application:
Belo Medical Group

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Concept 6
Best Practices of Top Service
Companies: Top-management
commitment (p.366)
Kotler: Mariot, Disney, McDonald’s,
Walmart
Local: Jollibee, Puregold
RP medical application:
The Medical City (Patient
Partnership at all levels)

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Concept 7
Best Practices of Top Service
Companies: High Standards
(p.366)
Kotler: Citibank, FedEx, USPS
Local: Meralco
RP medical application:
Hospital Departments monitoring
morbidity and mortality; TMC
standardization of care

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Concept 8
Differentiating Services:
Primary and Secondary
Service Options (p.368)
Kotler: Vanguard, Hotels
Local: Shangri-La, Sogo
RP medical application:
The Medical City, St. Lukes, Asian
Hospital (Hotel like accomodation)

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Concept 9
Differentiating Services:
Innovation with Services (p.369)
Kotler: Expedia, Travelocity,
MinuteClinic, RedClinic
Local: Cellphone services (Promos,
etc.) esp. Sun cellular
RP medical application:
Medical City (Mall Clinics), St. Lukes
(Technology investment)

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Concept 10
Managing Customer
Expectations (p.373)
Kotler: Hospitals
Local: Fast food services
RP medical applications:
• Medical city, St. Lukes, Asian
Hospital, etc.

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• Services have 4 distinct
characteristics in which its
functions revolve.
• The important ideas of note in this
chapter is that quality of services
must be maintained and the
customers needs must always be
met.
SUMMARY