118'334 Services Marketing May 29 June 20, 2006 1'303'30pm Session 3'4: Developing marketing strateg

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118.334 Services MarketingMay 29 -June 20, 2006
(1.30-3.30pm)Session 3.4 Developing marketing
strategy
Learning Coach Dr. Mohan Agrawal Principal
Strategy Consultant Marketing Aims
Inc. Canada www.marketingaims.com Email
magrawal_at_marketingaims.com
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Power point link

• http//www.marketingaims.com/files/um/

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Session Objectives

• 1. The concept of marketing strategy

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1 Marketing Strategy

• Marketing strategy is the process of adjusting
  controllable marketing factors to cope with or
  exploit uncontrollable environmental forces.

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1 Marketing Strategy
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1 Marketing Strategy
Product Price Place Promotion Process People Phy
sical Evidence
Internal Variables

• Fundamental Marketing Decisions -
• Segment(s) and Position

External Variables
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2 Marketing Strategy for services
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3 Strategic Challenges for Services

• Performance Service performances must be
  carefully planned with such techniques as
  blueprinting, scripting, and dramatization.
• Demand Services must develop very flexible
  systems to make their service supply meet the
  demand.
• Employees Recruiting, training, compensating,
  and motivating employees are essential strategic
  factors for services.

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3 Strategic Challenges for Services (contd)

• Setting The setting is often the only tangible
  representation of the service organization's
  quality.
• Customers Because most service organizations
  have more direct contact (than manufacturers)
  with customers, they must be very sensitive to
  customer needs.
• Service quality Numerous techniques are
  available to measure and improve service quality.

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4 Taking Action

• Hands-on leadership.
• Plain language, simple concepts.
• Ask how, not just why.
• Strong control mechanisms to close the loop!
• Experience is the best teacher.

Source Adapted from Pfeiffer Sutton (1999)
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Thanks