Service Marketing:

7P’s, Thailand Cases and STP

Gumporn Suwannachim(Will)
Head of International Business,RMUTP
gumporn.s@rmutp.ac.th

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 RMUTP
• Located in Central of BKK(5 campuses)
• Hand-On experience
• Graduate level(Business,Home&Eco, MCT)
• International Business Major(English Program)
source:www.rmutp.ac.th
 Visiting Instructor
• Teaching Service Marketing at BSP.
• Data Collection(Research).
• Explore BSP faculties’ interest in Research
Collaboration.
• Inviting BSP Faculties and Student to RMUTP
 Collaboration
• Faculties and Student Exchange Program
• Joint Degree in International Business
Major(BSP Diploma+2.5 years)
• Internship@Bali and BKK
• Scholarship
 Class Objective
• Thailand:General Information.
• 7P’s:Marketing Strategies/Cases of Thai Tourism
Product packing ,and Thai people as tourists.
• STP:Segmentation, Targeting and Positioning.
 Thailand
• is an independent country that lies in the heart
of Southeast Asia.
• Population is Thai(major),Chinese and Malay.
• Tourist Destination.
Amazing Thailand Campaign

Next:Wat Thai
Thai Temple(Wat Thai)

Next:Aviation Hub
 Bangkok
• Capital city of Thailand
• 12+million in one city
• Business area
• Shopping center
• Commercial hub.
Next:Bangkok
BKK Commercial hub
 Tourist Destination
• might called it as “Tourist Traps”.
• Bangkok(BKK),Pattaya,Phuket Island, and Ko Samui.
• People.
• Service Business.
Tourist Trap
 Examples of Service Industries

• Health Care
•  hospital, medical practice, dentistry, eye
care
Plastic Surgery in Thailand
Plastic Surgery in Vietnam
Plastic Surgery in Vietnam
• Professional Services
•  Accounting, legal, architectural
• Financial Services
•  banking, investment advising, insurance
• Travel
•  Airline, travel agency, theme park
•  Hospitality
•  Restaurant, hotel/motel, bed & breakfast
•  Ski resort, rafting

Next:HK&MK
Hongkong :Lin Heung

Next:MK
 MK
Restaurants

•  TACT Award : Best Television

Commercial 2003-2004), and
(Popular Advertising of the Year
2004, Category : Food)
• Others
•  hair styling, pest control, plumbing, lawn
maintenance, counseling services, health club,
interior design

Next:Last clip,Fish Therapy

Fish Therapy

Next:Pls find SM business

 Foods In Thailand
• Traditional Foods
• Varieties Foods
• Street Foods
• Exotic Foods
Foods In Thailand
 Activities in Thailand
• Thai Boxing
• Flooding Marketing
• Tuk-Tuk(Traditional Transportation)
• Beach:Fun,Sun, and Surf
 What is Service? The New View
Service includes every interaction between any customer
and anyone representing the company, including:
Comparing Goods and Services
 Traditional Marketing Mix
 All elements within the control of the firm that
communicate the firm’s capabilities and image to
customers or that influence customer satisfaction
with the firm’s product and services:
  Product
  Price
  Place
  Promotion
 Expanded Mix for Services –The 7 Ps
 Product
 Price

 Place

 Promotion

 People

  All human actors who play a part in service delivery and thus influence the buyer’s
perceptions: namely, the firm’s personnel, the customer, and other customers in the service
environment.

 Physical Evidence

  The environment in which the service is delivered and where the firm and customer interact,
and any tangible components that facilitate performance or communication of the service.

 Process

  The actual procedures, mechanisms, and flow of activities by which the service is delivered—
the service delivery and operating systems.
Physical Evidence
 Great Wall Motor Co Ltd
长城汽车 or 長城汽車

Previous Logo
People
Difference between customer expectations and perceptions
The Losers

Next:The Physical Evidence

The Most Influential Person of 2010
Swine Smash
Food Truck:
Korean Food
Expanded Marketing Mix for Services
Ways to Use the 7 Ps

Next:Cars BMW,Ben,Audi
 How to react with
Customer expectation
and Customer Perception?

Next : People Robert

People
 Class Activity
•  Please stay with your friends(2-3 persons)
•  Thinking about 7P’s (10 Minutes)
•  Present to your classmate(2-3 Minutes)
 Case:
Thailand Tourism
Product Packaging
 'Thailand Tourism Product Packaging'
• Characteristics in short as follow;
• 1) Time saving
• 2) Ease of purchase
• 3) All products & services related to area of
interest
• 4) Less price risk
• For issue number
It should be related 1:Time
to channels Saving
available(Distribution
Channel) to offer tourists more convenience by
reducing the amount of time(Time Consuming) so,
they do not have to spend time searching what city
has offered.
• The samples of this issue should be various advertising
and channel accessibility i.e. brochures, in-flight
magazines, websites, pamphlets, ete.
Time Saving
Link: http://www.sawasdeeinflight.com/
• Link: http://www.hotelthailand.com/tours.html
 For issue number 2 : Ease of purchase
• With one single purchase, everything tourists need for
their visit is provided, including hotels and attractions.
• Also, use words and images to convey the  product's
benefits help consumers to make the purchase
decision.
• The samples of this issue should be Hotel packages
offering (Like One stop service) i.e. buy 3 days 2
nights get free scuba diving and city tour.
• http://www.journeymart.com/thailand-tour-
packages.asp
For issue number 3 : All products & services
related to area of interest.
• Attractions, food,and other activities related to
specific interest i.e. history or sports.
• The samples of this issue should be special activitiy
offering for special interest i.e. develop a package that
allow couples to have wedding in underwater or a
romantic historic setting, Spa vacation package, Hiking
trekking and nature tour, Golf vacation package,
Culture & History (Songkran/ Loy Krathong/ 9 lucky
BKK temples tour)
•  http://www.kohtao-diving.com/underwater-wedding/
For issue number 4 : Less price risk 

•  Price advantage. No need to give details because you know it well, Right?
 Ice Cream

• http://www.icedea.com/
• Ice Cream.pdf
• Why People do
• (and Do not)complaint
 • Why People do
• (and Do not)complaint
A variety of negative emotion can occur following a
service failure:
• anger,discontent, disappointment,self-pity, and anxiety
• Many customers are very passive about their
dissatisfaction, simply saying or doing nothing(emotion-
focused coping).

What are they going to do with Service online

On-Line Service
DB Complaint
• Honda Case in Asia
 Type of Complainers

•  Passive
•  Voicers
•  Irates
•  Activists
 Type of Complainers

•  Passive
•  least likely to take any action, and unlikely to
say anything to the provider.
•  less likely than others to spread negative
word of mouth, and unlikely to complain to a
third party.
•  Sometimes their personal values or norms
argue against complaining.
 Type of Complainers
•  Voicers
•  These customers should be viewed as the service’s
provider best friends!
•  They are actively complain to the service provider,
but less likely to spread negative word of mouth, or
to go to third parties with their compliant.
•  Give company second chance because they believe
complaining has social benefits for the company as
they voice their opinions.
 Type of Complainers

•  Irates(Furious customer)
•  angry with the service provider.
•  believe that complaining to the provider can have
social benefits
•  engage in negative word-of-mouth communication
with friends and relatives and to switch providers.
•  Less likely to give second chance to service
provider.
 Type of Complainers

•  Activists
•  complain to the provider, they will tell others,
and more likely they complain to third parties.
•  Complain fit they personal norms.
•  They have a very optimistic sense of the
potential positive consequence of all type of
complaining
McCruelty
 Thai people
• Please ask me about Thai people,please.
 Balinese and Indonesian people
• Please tell me about Balinese and Indonesian
people,please.
 All of my presentation you can have them on
www.scribd.com or My FB
Thank you for having me at BSP

References Available Upon Request