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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

5. MARKETING
OF SRVICES

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.

8. 7P OF
MARKETING
PRODUCT
PROCESS
PLACE
PHYSICAL
EVIDENCE
PEOPLE
PROMOTION
PRICES

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

13. CLASSIFICATIONS
OF SERVICES

14. Classifications based
on services fields
Classifications based
on Services Customers
Lovelock’s
classification
1
2
3

15. Classifications based
on services fields 1

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
.

20. Educational and Research Services
.

21. Hospitality,Travel and Tourism Services
.

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
.

25. Classifications based
on Services Customers
2

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

32. Lovelock’s
classification 3

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

52. CONCLUSION