Most firms offer customers a package of benefits:  core product (a good or a service)  supplementary services that add value to the core Tangible elements Intangible elements Marketing Positioning (Weighted toward evidence) Service w/ accompanying goods Pure service 13-11Įquipment-based or people-based Service processes Client’s presence required or not Personal needs or business needs Objectives and ownership Pure tangible good Good w/ accompanying services Hybrid Information Processing e.g., accounting, banking, insurance, legal, research 10 Possession Processing e.g., freight, repair, cleaning, landscaping, retailing, recycling Mental Stimulus Processing e.g., broadcasting, consulting, education, psychotherapy People Processing e.g., airlines, hospitals, hotels, restaurants, haircutting, fitness centers What is the Nature of the Service Act? TANGIBLE ACTS Who or What is the Direct Recipient of the Service? DIRECTED AT PEOPLE Organisasi, informasi, properti, kombinasinya.ĭisimpan Disimpan stlh dlm Jlh Besar produksiĪny act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything its production may or may not be tied to a physical product. Penawaran Kompetensi & Kapasitas ProduktifĪnything that can be offered to a market to satisfy a want or need (kotler & Keller)  Terdiri dari: barang, jasa, gagasan, tempat, orang,  Tingkat Pertumbuhan  Pelayanan Sosial, dsb Tujuan Perusahaan  Profit  Pangsa Pasar Spesifik  Mempertahankan Eksistensi  Tingkat Penjualan

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