The document discusses different ways of classifying services and marketing strategies for services. It covers classifying services based on tangibility, customization, and other factors. Key aspects of service marketing include the service experience for customers in terms of quality, reliability, and responsiveness. The document also discusses ensuring high quality service through careful staff recruitment and training. Other topics covered include franchising models, the perspectives of both franchisors and franchisees, and launching new franchise systems.

1. Services and non-profit marketing

2. Classifying services The product - service spectrum Figure 22.1

4. Characteristics of service markets Figure 22.2

5. Generic differences between services and physical goods Lovelock et al 1999 Table 22.1 Source : Lovelock et al . (1999).

6. The services marketing mix Figure 22.3

9. Factors affecting consumers’ service expectations Figure 22.4

14. Variations in franchise independence Table 22.3 Source : Felstead (1991).

17. Launching new franchise systems Figure 22.5

18. Non-profit organisations Table 22.6