3. “Marketing is not the art of finding clever ways to
dispose of what you make. It is the art of creating
genuine customer value."
-Philip Kotler
Companies must pay attention to the fact that
customers are getting more educated and have better
tools such as the Internet at their disposal to buy with
more discrimination. Power has been passing from the
manufacturer to the distributor, and now is passing to
the customer. The customer is King.
4. • Edward Louis Bernays
• Austrian-American pioneer in the field of public
relations and propaganda
• Influence public opinion towards supporting
American participation in World War
• First Public Relations course at New York
University in 1923
5. 7 P’s of Service Marketing
Product
Price
Promotion
Place
People
Physical evidence
Process
7. You can’t just ask what customers they
want and then try to give that to them.
By the time you get it built, they’ll want
something new.
Steve Jobs
Apple Inc
8. • Marketing is fundamentally about providing the correct
bundle of benefits to the end user, hence the saying
‘Marketing is not about providing products or services it
is essentially about providing changing benefits to the
changing needs and demands of the customer’
9. Price....
• The prices are
being charged in
accordance with:
• Pricing vary from
region to region.
16. Process
• That “P” of marketing mix
which let customers get the best of the
products
17. Challenge !! -- CUSTOMER-DEFINED SERVICE STANDARDS
Challenge !! CUSTOMER-DEFINED SERVICE STANDARDS
Customer-Defined Standards:
Customer-Defined Standards:
operations standards set to correspond to
operations standards set to correspond to
customer expectations and priorities rather
customer expectations and priorities rather
than
than to
to company
company concerns
concerns such
such as
as
productivity or efficiency
productivity or efficiency
18. Process for Setting Customer-Defined Standards
1. Identify existing or desired service encounter sequence
2. Translate customer expectations into behaviors/actions
2. Translate customer expectations into behaviors/actions
3. Select behaviors/actions for standards
3. Select behaviors/actions for standards
4. Set hard or soft standards
Measure by
audits or Measure by
5. Develop feedback mechanisms
5. Develop feedback mechanisms
operating transaction-
Hard Soft
data based surveys
6. Establish measures and target levels
6. Establish measures and target levels
7. Track measures against standards
7. Track measures against standards
8. Provide feedback about performance to employees
8. Provide feedback about performance to employees
9. Update target levels and measures
9. Update target levels and measures
19. Factors Necessary for Appropriate
Service Standards
Translation of customer expectations into specific
service quality standards depends on the
degree to which tasks and behaviors to be
performed can be standardized (routinized).
Standardization of service can take three
forms.
1. Substitution for personal contact and human effort
(e.g., on-line service, voice mail, ATM)
2. Improvement in work methods
3. Combinations of (1) and (2)
20. Challenges in Service Marketing
Giving a feel for the “product”
Managing Demand Fluctuations
Maintaining Quality
Cost Containment
Attitudinal block in using proven
principles in service marketing
23. CHALLENGES
Demanding markets, culture
and environments
Rapidly changing markets
Youthful and growing
populations
Limited income and space
Weak supply and distribution
channels
Underdeveloped infrastructure
24.
25. Plans to beat the challenges
Delve into customers
Focus on family values
26. Aid to the distributors
Amend pricing tactics
27. People share, read and generally
engage more with any type of
content when it’s surfaced through
friends and people “they know and
trust”.
Malorie Luchich
Facebook Spokesperson
