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Internal Mix 1. Product 2. Price 3. Promotion 4. Place External Mix 1. People 2. Process 3. Physical evidence

Historical : Smith (1776) sevices are different from goods becouse they are perishable. Say (1803) as services are imaterial. Consumption cannot be separated by productions Fresh prespective : Benefit without ownership ×rental of goods : A. Payment made by accesing something B. Allow participation in network system 5 kategori jasa (non ownership framework) 1. Layanan penyewaan barang 2. Layanan penyewaan tempat 3. Layanan keahlian dan tenaga kerja (konsultan) 4. Layanan akses lingkungan 5. Layanan penggunaan sistem dan jaringan "Economics activities offered by one party to other" In exchange for their money, time, effort. And customer expect to obtain value. Klasifikasi of service 1. People processing (ex. barber) 2. Position processing (ex. Bengkel) 3. Mental stimulus processing (ex. School) 4. Information processing (ex. Banking) Dosen : Hartoyo, PhD.

Service account for more than 60% GDP worldwide Strongest growth area in marketing Almost all economics business have service sector Most new employey proudly by services "Kemajuan suatu negara juga dapat diukur dari besarnya proposi sector jasa" Most new jobs are generated by services 1. Fastest growth expected in knowledge-based industries 2. Significating training and educational qualifications required. But employees will be more high compensated 3. Will service jobs be lost to lower-cost country ? Yes . some services jobs can be exported 5 faktor transformasi service jasa : Peraturan pemerintah Kencenderungan bisnis Perubahan sosial Perkembangan IT Globalisasi Forces that reshape: Suply Demand Customer choices More intens competitions Inovations stimulated by technologies Sukses dalam jasa tergantung pada 3 point : Memahami customers dan kompetitor Bisnis model yg jelas Menciptakan value untuk pelanggan dan perusahaan Dosen : Hartoyo, PhD.

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