Ssm lecture 8

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Ssm lecture 8

  1. 1. SERVICESECTOR MANAGEMENT
  2. 2. KEY ELEMENTS OF SERVICES MARKETING Seven P`s of Services Marketing  Positioning I. Product  Market Segmentation II. Pricing  Balancing of Demand and III. Place Capacity IV. Promotion  Branding of Services V. People VI. Physical evidence VII.Process
  3. 3. KEY ELEMENTS OF SERVICES MARKETING Seven P`s of Services Marketing  Positioning I. Product  Market Segmentation II. Pricing  Balancing of Demand and III. Place Capacity IV. Promotion  Branding of Services V. People VI. Physical evidence VII.Process
  4. 4. PHYSICAL EVIDENCE As services are intangible, customers are in the search for any tangible cues to help them understand the nature of the service experience. Physical evidence refers to the environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate service delivery
  5. 5. PHYSICAL EVIDENCE According to Dowll & Gamble ‘Physical Evidence’  Environments imply purpose and action  They contain meaning and motivational messages  They employ aesthetic, social & systematic qualities  They provide more information than what can be actually possessed  The environment has a definite impact on senses in more than one way
  6. 6. PHYSICAL EVIDENCE SERVICESCAPE TANGIBLEPhysical evidence consist of servicescape combined with the tangible elements
  7. 7. PHYSICAL EVIDENCESERVICESCAPE TANGIBLE
  8. 8. PHYSICAL EVIDENCE - Servicescape Due to the simultaneous production and consumption of most services, the physical facility i.e. its servicescape can play an important role in the service experience SERVICESCAPE includes: I. Ambient conditions II. Space & Function III. Signs, Symbols & artifacts
  9. 9. PHYSICAL EVIDENCE - ServicescapeI. Ambient conditions  Temperature  Quality of air  Sound (noise factor)  Music  Studies on music and consumer behaviour have demonstrated that music can be used as an effective tool to minimize the negative consequences of waiting in any service operation
  10. 10. PHYSICAL EVIDENCE - ServicescapeI. Ambient conditions  Fragrance  Scents can be a powerful tool in increasing sales, they have gained much more attention in the retail business.  Color  It is one of the obvious visual cues in a servicescape  Different colors stimulate varying personal moods and emotions
  11. 11. PHYSICAL EVIDENCE - ServicescapeII. Space & Function  Spatial layout refers to the size and shape of furnishings, counters, and potential machinery and equipment and the ways in which they are arranged  Functionality refers to the ability of those items to facilitate the performance of service transactions
  12. 12. PHYSICAL EVIDENCE - ServicescapeII. Space & Function  Example: Recognizable changes in ceiling heights affect spatial perception more than a similar change in room width or length.  High ceilings convey feelings of spaciousness, whereas low ceilings are associated with coziness and intimacy
  13. 13. PHYSICAL EVIDENCE - ServicescapeII. Space & Function (includes)  Layout design (arrangement of support services)  Equipment (customer friendly)  Décor  Furnishing  Facilities exterior (landscape, exterior design, signage, parking, surrounding environment)
  14. 14. PHYSICAL EVIDENCE - ServicescapeIII. Signs, symbols & artifacts  Rules & regulations, caution signs, directions  Explain the process educate and train the customer  Certifications
  15. 15. PHYSICAL EVIDENCESERVICESCAPE TANGIBLE
  16. 16. PHYSICAL EVIDENCE - Tangibles Tangibles  The physical evidence of service includes all the tangible representations of service  Brochures, Uniform, Letterhead, Business cards, Reports, Internet presence, Equipment etc
  17. 17. PHYSICAL EVIDENCE Two types of behavior take place in a Physical Evidence: i. APPROACH BEHAVIOR  It means you explore, commit, affiliate and carry out the plan ii. AVOIDANCE BEHAVIOR
  18. 18. PHYSICAL EVIDENCE Role of Physical Evidence in Service Marketing  Shaping 1st Impression  Facilitating the Quality of Service  Socialization (Helps to initiate communication)  Means of Differentiation  Managing Trust (dentist)  Change the Image (BOB)

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