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  • 1. Service-Marketing A brief Introduction. By M.M.Killedar
  • 2. !Why study Services Marketing  The services sector has been growing at a rate of 8% per annum in recent years  48% of our GDP is accounted for from the services sector  This sector dominates with the best jobs, best talent and best incomes  23% of the total workforce is in service sector.
  • 3. What is Service A Service is a type of a product. “… a deed performed by one party for another…”  Discussions about the marketing of goods apply to services as well.  Services have special characteristics that make them different than products
  • 4. Definition of services “In exchange for their money, time, and effort, service customers expect to obtain value from access to goods, labor, professional skills, facilities, networks, and systems; but they do not normally take ownership of any of the physical elements involved”. ____ Christopher Lovelock
  • 5. Goods and Services: Scale of Elemental Dominance
  • 6. Characteristics of Services     1. Intangibility - “u can’t touch this” 2. Production (or performing the service) and Consumption (using the service) - happens at the same time 3. Heterogeneity - services are not always delivered the same way 4. Perishability - cannot be put in inventory or stored for later use. i.e.. You can’t buy 2 haircuts
  • 7. The 8 Ps of services marketing.  Product.  Process.  Place.  Physical environment.  Price.  People  Promotion.  Productivity & quality.