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IB Business Management
4.6 PROCESSES
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Learning Outcomes• To be able to analyse the importance of
delivery processes in the marketing mix of a service (A03)
• To be able to analyse necessary changes in these processes for a particular context (A03)
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Essential Questions?
What examples of Processes can you think
of in the service industry?
Why are they so important for the service industry?
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Processes
“The way in which a service is provided or delivered”.
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Processes in the service industry include:
• Payment methods – allowing multiple forms of payment can make a service more convenient for customers.
• Waiting / queuing time – meeting and satisfying customer needs in a timely fashion is necessary to avoid bad image or poor reputation (discount if late?).
• Customer services – the degree to which a customer is taken care of. Attentiveness, care, politeness, well trained, ability to answer questions…Satisfaction monitored by customer satisfaction surveys.
• After-sales care – degree to which assist customer even after the purchase e.g. warranties, installation, maintenance, technical support. Can be a USP.
• Delivery Processes – can offer delivery FoC or as additional extra. Improves service, especially if bulky items. Can be USP also.
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Processes Task – 5 mins
• Find one good example of a business that has benefitted from efficient processes
• Find one bad example where a business has suffered from poor or inadequate processes
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What about for our companies?
• How important are processes?• Which processes are vital?• Could some businesses improve processes to
develop a competitive advantage and increase customer loyalty?
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Processes – CUEGIS?
CONCEPT RELEVANCE TO PEOPLE THEORY
CHANGE
CULTURE
ETHICS
GLOBALISATION
INNOVATION
STRAETEGY