This presentation is based on the 12th chapter (Designing and Managing Services) of the book Marketing Management by Kotler and Keller

1. Designing and Managing
Services

2. Narayana Hrudayalaya
•
•
Care and Compassion

3. A service is any
act or performance
one party can offer
to another that is
essentially
intangible and does
not result in the
ownership of
anything. s
WHAT IS A SERVICE ?

4. CATEGORIES OF SERVICE MIX
Pure Tangible Good
Tangible Good with Accompanying service

5. CATEGORIES OF SERVICE MIX
Hybrid
Major service with accompanying goods

6. CATEGORIES OF SERVICE MIX
Pure service

7. Buyer can evaluate after
purchase
Buyer finds hard to evaluate even
after consumption

9. Service Provider
“Tangibilize the intangible”

INTANGIBILITY

10. INSEPARABILITY

11. 


VARIABILITY

12. eg: Transport companies must
own much more equipment owing
to rush hour demand.


PERISHABILITY

13. Disclaimer