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

1. How can one achieve excellence in
Services Marketing ??

2. Marketing Excellence
• preparing, pricing, distributingand promoting
service.
• training and motivatingemployees to serve
well
• describes employee’s skill in serving the
client

4. Strategic Concept
Top Management Commitment
.
Quality
Service
Cleanliness
Value

5. High Standards
Best service providers set appropriately high standards.
eg : Citibank aims to answer calls within 10 seconds.
Profit Tiers
Most profitable customers are given special discounts,
offers to reinforce their loyalty.
Double edge sword as other customers can badmouth the
company.

6. Monitoring Systems
Top firms audit service performance, both their own and
competitor’s. Use customer surveys, comparison shopping,
ghost shopping, etc.
Satisfying Customer Complaints
Disappointed customers must be encouraged to complain
and their grievances resolved in a speedy manner.

7. Differentiating Services
Firms must differentiate their brand from
competitor’s, so that customers do not choose
the economical option instinctively.

8. Primary And Secondary
Service Options
Marketers can differentiatetheir service offerings in
many ways, through people and processes that add
value.
What customer expects is called primary service
package. Provider can add secondary services such as
loyalty programs, free merchandise, etc.

9. Innovation with Services
A major challenge is to innovate persistently to keep
ahead to competitors.
New service categories such as Online Travel, Private
Aviation, Retail health clinics have come up and in
some cases organizationshave created creative
solutions in existing categories.

10. Disclaimer