• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Cd53b03 Services Marketing Mix
 

Cd53b03 Services Marketing Mix

on

  • 1,711 views

 

Statistics

Views

Total Views
1,711
Views on SlideShare
1,704
Embed Views
7

Actions

Likes
0
Downloads
65
Comments
0

1 Embed 7

http://www.slideshare.net 7

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Cd53b03 Services Marketing Mix Cd53b03 Services Marketing Mix Presentation Transcript

    • Amity Business School MBA Class of 2010, Semester III Services Marketing Mix Prof. P K Bansal
    • Mix Elements in Goods
      • Product – Ingredients, parts, components, size, shape, packaging, quality
      • Price – Monetary sacrifice, discounts, psychic and time cost
      • Promotion – Advertising, sales promotion, sales force, public relations
      • Place – Logistics, distribution channels, service levels, inventory management
    • Additional Tools in Services
      • Process
      • People
      • Physical evidence
    • Service Product
      • Service package – supporting facility
      • and facilitating goods
      • Balancing tangible and intangible components
      • Core and supplementary services
      • Service core and augmentations
      • Service levels
    • Price
      • Price goes by different names
      • Intangibility and price
      • Price and quality
      • Service customisation and price
      • Non-monetary aspects and price
    • Pricing Approaches
      • Cost based
      • Competition oriented
      • Market based
      • Price and customer value
    • Service Promotion
      • Promotion was once frowned upon
      • Communication at pre-purchase stage
      • Communication at consumption stage
      • Post-purchase and communication
    • Promotion Guidelines
      • Provision of tangible clues
      • Word-of-mouth communication
      • Refrain from over-promising
      • Promote within the system
      • Use imagery
      • Continuity
    • Service Distribution
      • Availability is critical for consumption
      • Goods are storable and transportable
      • Services cannot be pre-produced and stored
      • Inseparable from provider
      • Obstruction in adoption of goods-oriented approach
    • Channels in Services
      • Multi-site strategy
      • Multi-service strategy
      • Multi-segment strategy
    • Franchising a common form of Reaching to Customers
      • Nirula’s
      • Domino’s
      • NIIT
      • Lakme Parlors
      • Dr Lal’s Pathological Labs
      • Subhiksha
    • Merits and Challenges of Franchising
      • Risk sharing
      • Growth
      • Knowledge gains
        • Image inconsistencies
        • Ownership of customer franchise
        • Motivation and control
        • Disputes
    • Service Location
      • Importance of location – convenience considerations
      • Preempting competition by location
      • Location and demand management
      • Location considerations – access, visibility, parking, expansion possibilities, regulatory considerations