Kotler Mkting Management Chapter 13

Designing and Managing Benefits Discussion Questions

How do we eliminate and adjust benefits?

How do benefits disagree from chattels?
How can we finish superiority in marketing benefits ?
How can we amend benefit kind?
How can chattels marketers amend customer benefit?

Slide 2 of 29 The Nature of Benefits 2008 – 2018 Loss of 1. 2 favorite jobs 2008 – 2018 Gain of 14. 6 favorite jobs Slide 3 of 29 Benefit An strike or deed individual policy can prproffer to another that is in-great-measure inappreciable and does referable product in the holding of everything. Slide 4 of 29 Categories of Benefit Mix Mix of chattels & benefits Pure Substantive Good Hybrid Pure Benefit
Soap Cell phindividual Babysitting Slide 5 of 29 Benefit Characteristics Intangibility Variability Perishability Empty seats Inseparability Slide 6 of 29 Intangibility Create substantive elements

Communication material

Price Slide 7 of 29 Inseparability Work Faster Add More Benefit Providers Work with Larger Groups Slide 8 of 29 Variability Proffer Guarantees Monitor Satisfaction Good Hiring and Training Slide 9 of 29 Overnight Hotel Stay Blueprint Slide 10 of 29 Perishability Empty seats Nonpeak Demand Complementary Benefits Reservation Systems Disagreeential Pricing Slide 11 of 29 New Benefits Realities
Customer Empowerment Satisfying Employees Customer Co-production Slide 12 of 29 Root Cause of Customer Failure Slide 13 of 29 What Customers Want from Providers Knowledgeable employees Address needs on controlemost contstrike Treat me approve a treasured customer 65% 64% 62% 54% 49% 49% 45% 43% 38% Demonstrates long-control to engage my needs Can promptly advance notification Good treasure control the coin Courteous employees Is a company/brand I can reliance Treats me fairly Provides relevant/personalized benefit 0% 10% 20% 30% 31% 40% 50% 60% 70% Slide 14 of 29 Determinants of Benefit Kind Reliability Substantives Responsive Empathy Assurance Slide 15 of 29

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