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Presentation 1er chapitre market service

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CHAPTER 1 :
PRESENTED BY:
-NASSIME EL AADAR
-YOUSSEF LABYAD
-GHITA BENMOUSSA
-GHITA OUAZZANI
-ANASS ERRADI
-HAJAR ETRANE
-RIHAB EL GHOFAIRI
01
02
03
04
DEFINITIONS AND
CARACteristics
INTRODUCTION
CLASSIFICATIONS OF
SERVICES
CONSUMER SERVICES
LOVELOCK’S CLASSIFICATION
HOW DOES SERVICES DIFFER
FROM PHYSICZL GOODS
MARKETING
05
06
CONCLUSION
07
IN SERVICES MARKETING
WE DON’T BUY THE PRODUCT
ONLY
WE BUY THE EXPERIENCE
Presentation 1er chapitre market service
MARKETING
OF SRVICES
Marketing of services refers to the set
of activities and strategies used by
businesses and organizations to
promote and sell intangible offerings
known as services, as opposed to
physical products.
DEFINITION:
DEFINITION:

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Presentation 1er chapitre market service

  • 1. CHAPTER 1 : PRESENTED BY: -NASSIME EL AADAR -YOUSSEF LABYAD -GHITA BENMOUSSA -GHITA OUAZZANI -ANASS ERRADI -HAJAR ETRANE -RIHAB EL GHOFAIRI
  • 2. 01 02 03 04 DEFINITIONS AND CARACteristics INTRODUCTION CLASSIFICATIONS OF SERVICES CONSUMER SERVICES LOVELOCK’S CLASSIFICATION HOW DOES SERVICES DIFFER FROM PHYSICZL GOODS MARKETING 05 06 CONCLUSION 07
  • 3. IN SERVICES MARKETING WE DON’T BUY THE PRODUCT ONLY WE BUY THE EXPERIENCE
  • 6. Marketing of services refers to the set of activities and strategies used by businesses and organizations to promote and sell intangible offerings known as services, as opposed to physical products. DEFINITION: DEFINITION:
  • 7. Services are characterized by their intangibility, inseparability (being produced and consumed simultaneously), variability (due to the human element involved), and perishability (inability to be stored). The primary goal of marketing services is to create awareness, generate interest, and ultimately attract customers to avail themselves of these intangible services.
  • 9. WHAT IS A SERVICE ? SERVICE IS "A DEED, A PERFORMANCE, AN EFFORT" (RATHMELL 1966). This definition aligns with the core concepts of services marketing, emphasizing that services are not tangible products but rather the result of specific actions or efforts aimed at satisfying customer demands.
  • 10. EXAMPLE OF A SERVICE : A haircut is an intangible offering. You can't touch or hold a haircut; it's an action or service provided by a hairstylist. the service is the act of cutting and styling hair to meet the customer's needs and preferences. The hairstylist's expertise and the customer's involvement in the process are crucial aspects of the service experience, making it a clear illustration of a service in the context of marketing.
  • 11. CHARACTERISTICS OF SERVICES : SERVICES ARE DISTINGUISHABLE FROM PHYSICAL GOODS BY SEVERAL CHARACTERISTICS. THE MOST EASILY RECOGNIZABLE OF THESE IS THE INTANGIBILITY OF SERVICES. SERVICES ARE ALSO PRODUCED AND CONSUMED SIMULTANEOUSLY,LACK STANDARDIZATION, AND ARE PERISHABLE. ALL OF THESE CONDITIONS SET SERVICES APART FROM PHYSICAL GOODS.
  • 12. Most services cannot be produced and stored before con- sumption. They exist only at the time of their production It is hard for a service organization to standardize the quality of its service performance. For most services, the production and consumption of the service occur simultaneously. A service cannot be seen touched, held, or put on a shelf. CHARACTERISTICS OF SERVICES : Intangibility Simultaneity Heterogeneity Perishability
  • 14. Classifications based on services fields Classifications based on Services Customers Lovelock’s classification 1 2 3
  • 16. CLASSIFICATION BASED ON SERVICES FIELDS H e a l t h C a r e S e r v i c e s Financial Services Professional Services Educational and Research Services Hospitality,Travel and Tourism Services Channel, Physical Distribution, Rental and Leasing Services Personal and Repair and Maintenance Services Governmental, Quasi-Governmental and Non Profit Services . . . . . . . .
  • 17. H e a l t h C a r e S e r v i c e s . HEALTH CARE SERVICES INCLUDE PRIMARY CARE, NURSING CARE, AND VARIOUS TYPES OF CLINICS. THEY ARE ESSENTIAL FOR ACHIEVING UNIVERSAL HEALTH COVERAGE (UHC) .
  • 18. Financial Services . Financial services encompass a broad range of service sector firms that provide financial management, including banking, mortgages, credit cards, payment services, tax preparation and planning, accounting, and investing
  • 19. P r o f e s s i o n a l S e r v i c e s .
  • 22. Channel, Physical Distribution, Rental and Leasing Services are essential components of the supply chain that involve the movement and management of goods, products, and services from manufacturers to consumers Channel, Physical Distribution, Rental and Leasing Services .
  • 23. Personal and Repair and Maintenance Services encompass a wide range of activities, including repairing and maintaining personal goods such as home and garden equipment, household appliances, re-upholstery and furniture, footwear and leather goods, and other personal and household goods Personal and Repair and Maintenance Services .
  • 24. Governmental, Quasi-Governmental, and Non-Profit Services are essential components of the public sector that provide various services to the community, combining public and private characteristics Governmental, Quasi-Governmental and Non Profit Services .
  • 26. The services can be categorized based on the types of customers they serve into two primary classifications: Consumer Services and Business-to-Business (B2B) Services.
  • 27. Consumer Services: Target Customers: These services are aimed at individual customers purchasing for personal needs or consumption.
  • 28. Nature: Consumer services are typically open to the general public and cater to the preferences and needs of individual consumers Examples: Consumer services cover a wide range of industries and include services that are prominentlyvisible in communities, such as banks (retail branches), schools,hospitals,gyms, and more.
  • 29. Business-to-Business (B2B) Services: Target Customers: B2B services are provided to customers who are purchasing services on behalf of their organizations or businesses.
  • 30. Examples: B2B services encompass a broad spectrum of service providers that offer essential services to other businesses, such as professional service firms (law firms, consulting firms), and more. Nature: B2B services often operate behind the scenes and are less visible to the general public compared to consumer services. They focus on meeting the specific needs and requirements of businesses rather than individual consumers.
  • 31. Consumer and B2B services play crucial roles in the economy, and the strategies and approaches for marketing, customer engagement, and service delivery may differ based on these classifications
  • 33. CHRISTOPHER LOVELOCK Christopher Lovelock was a prominent expert in service marketing and a renowned academic born on November 21, 1935, in Great Britain. One of Lovelock's most notable accomplishments was co-authoring the widely acclaimed textbook "Services Marketing: People, Technology, Strategy" with Jochen Wirtz.
  • 34. LOVELOCK'S CLASSIFICATION OF SERVICE MARKETING Lovelock proposed a classification system for services marketing based on six criteria. Two main aspects of this classification system are: The Nature of the Service Act and to whom the service is directed THE NATURE OF THE SERVICE ACT Tangible Services: Physical actions perceptible through the senses where there is a visible effect on the customer's body or appearance. Such as health or personal care Intangible Services: Lack physical presence, focus on providing knowledge, expertise, or experiences such as online education.
  • 35. To Whom the Service Is Directed Tangible Acts on a Person: entail physical interactions directly impacting the customer's body or appearance. Such as vacations, and airlines. Intangible Acts on a Person: these services are directed at individuals but do not involve physical contact. They impact the customer's knowledge, skills, emotions, or mental state. Examples include online education and legal consultation.
  • 36. Tangible Acts on a Thing: Physical actions on possessions, such as repairs. Intangible Acts on a Thing: Actions on non-evident items, such as financial consulting Intangible Acts on a Thing: These services involve actions on customer possessions or physical items that are not physically evident or tangible, such as insurance services.
  • 37. As a result , Lovelock's classification system provides a framework for businesses and service providers to tailor their strategies and operations to meet the specific needs of their service offerings
  • 38. HOW DOES SERVICES MARKETING DIFFER FROM PHYSICAL GOODS M ARKETING ?
  • 39. M;S & M;P ARE DIFFRENTE
  • 40. 1-PRODUCT YOU CAN TOUCH VS SERVICES YOU CAN’T TOUCH ADVERTISERS OFTEN FOCUS ON MARKETING THE PEOPLE WHO PROVIDE THE T RSERVICE .
  • 41. 2-CUSTOMIZATION COSTUMERS DIIGITAL MARKETING SERVICES FOR ADVERTISERS , THEY CAN SHOW THIS BY FOCUSING ON HOW THEY CAN CHANGE A SERVICE SO IT CAN WORK BETTER FOR A WIDE RANGE OF PEOPLE
  • 42. 3- WHO OWNS WHAT ? BUILDING THE SERVICE PROVIDER’S BRAND AND PERSONALITY WHY A CUSTOMER WANT TO BUY IT ??? WE ARE PROFESSIONNELS
  • 43. 4 - TRUST WHY A CUSTOMER WANT TO BUY IT ??? A SERVICE CANT’T BE RETURNED
  • 44. 5 - TIME BUT SELLING SUBSCRITIONS GETTING CUSTOMERS TO REFER THEIR FRIENDS KEEPING CUSTOMERS RATHER THAN SELLIN A SINGLE PRODUCT SERVICES MARKETING USUALLY WORKS ON : FUTURE TICKET
  • 45. 6 - MARKETPLACE COMPANIES THAT SELL SERVICES MAY HAVE A SMALLER MARKET THAN CAMPANIES THAT SELL PRODUCTS
  • 46. HOW DO SERVICES AS PRODUCTS DIFFER FROM FACILITATING SERVICES ?
  • 47. Services as Prodcuts These are services that customers directly use and benefit from . Generally the customer experience and enjoy these services firsthand.
  • 48. Facilitating Services These are services that make the previous services po ssible , but you don‘t directly use or experience them . They ‘ re more like behind scene services .
  • 50. Facilitating Services In simple words , services as products are the ones we directly enjoy , while facilitating services are the behind-the-scenes services that make the main services possible . Both are importanat in ensuring a smooth and enjoyable customer experience.
  • 51. APPLE AS AN EXEMPLE