Page 261 - DMGT510_SERVICES_MARKETING

Services Marketing Hitesh Jhanji, Lovely Professional University

Notes Unit 14: Service Strategies

CONTENTS

Objectives
Introduction
14.1 Competitive Marketing Strategy

14.1.1 Boston Consulting Group Matrix
14.1.2 General Electric Business Screen

14.1.3 Michael Porter’s Strategies for Competitive Advantage
14.1.4 The Ansoff Grid
14.1.5 Marketing Strategy at Functional Level

14.2 Service Recovery Strategies
14.2.1 Track and Anticipate Recovery Strategies
14.2.2 Solve Problems in Quick Time

14.2.3 Adequate Training to Front Line Employees
14.3 Managing Demand, Supply and Productivity
14.3.1 Altering Demand to Match Capacity (Supply)

14.3.2 Altering Capacity to Meet Demand
14.4 Managing Waiting Lines

14.5 Summary
14.6 Keywords
14.7 Review Questions

14.8 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss the competitive marketing strategy of service firms

Know some service recovery strategies

Realise how service firms manage demand, supply and productivity

Know how waiting lines can be managed


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