#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
http://goo.gl/forms/RfskGzDslP
*اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك
https://lnkd.in/fucnv_5
■ *Bahgat Facbook Page*
https://lnkd.in/fVAdubA
■ *Bahgat Linkedin*
https://lnkd.in/fvDQXuG
■ *Bahgat Twitter*
https://lnkd.in/fmNC72T
■ *Bahgat YouTube Channel*
https://www.Youtube.com /mahmoud bahgat
■ *Bahgat Instagram*
https://lnkd.in/fmWPXrY
■ *Bahgat SnapChat*
https://lnkd.in/f6GR-mR
*#Mahmoud_Bahgat*
*#Legendary_ADLAND*
www.TheLegendary.info
4. What Is Service ?
Definition 1 : Anything that cannot be dropped on your Feet (The Economist)
Definition 2 : The Production of an essentially intangible benefit, Either in its own
right or as significant element of tangible product, which through some form of
exchange , satisfies an identified need (Adrian Palmer)
Definition 3 : Activity or benefit that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. Its
production may or may not be tied to a physical product
Expectations Define Satisfaction
5. The Growth Of Service Based Economy
Service Sector has become a dominant force in national economies
In European Union Services accounted for 74% of total gross value added in
2011
There is close correlation between the level of economic development and
strength of its service sector
Question : Which is the Cause and Which is the Effect ?
- Business to Business Services
- Consumer services
According to international labor organization 73% of all workers from
developed economies were employed in service sector
Out sourcing is one of the main causes of Service Sector growth
6. Services Sector Domination
Advances in technology
Growth in per capita income
A trend towards outsourcing
Deregulation
Increasing growth in retailing due to increase in
propensity to consumer
9. Intangibility Of Services
Lead To Customers:
1- Have difficulty in evaluating competing services
2- perceiving high level of risk
3- placing great emphasis on personal information source
4- using prices as basis of assessing quality
Result in Management response through:
1- reducing service complexity
2- stressing tangible cues
3- facilitating word of mouth
4- focusing on service quality
10. Intangibility Of Services
Marketing Implications:
- Physical evidence
- Managing word of mouth
- Guaranteed offers
- Brand Image
- Social Media
- Influencers
- KOLs
11. Inseparability
Leads to consumers:
1- being co producers of the services
2- often being co-consumer of the services with other consumers
3- often having to travel to the point of service production
Result in Management through :
1- attempts to separate production and consumption
2- Management of consumer-producer interaction
3- improvement of service delivery system
Marketing Implications:
1- Create a enjoyable Journey
2- Satisfaction Survey
3- Teasers
12. Variability
Production of services
- Varies from Consumer to other
- Difficult to monitoring and control to ensure consistent standard
- in presence of consumer who`s involved in production process
- one to one compared to machine-based service
- Tendency today is for Equipment based services to decrease variability
13. Variability
Variability
No chance to correct
mistakes
Service Produced live
Relay on human inputs
Difficult to blueprint
Leads To
High level of perceived
risk for buyer
Difficult of consistent
quality
Difficulty of develop
strong brand
14. Perishability
Inability to store services
Fluctuating Patterns of
demand
Short term fluctuations of
service processing capacity
Perishability
Difficult to predict
If not Managed effectively ,
congestion at peak and
unused capacity at off-peak
Requirement for
(( Just in Time ))
production of service
Leads
To
15. Ownership
NO Ownership transfers from the seller to the Buyer
The Buyer Merely Buying the right to service process ( Car Parking )
16. Challenges in Service Marketing
Giving a feel for the “product”
Managing Demand Fluctuations
Maintaining Quality
Cost Control
Attitudinal block in using proven marketing principles in
service marketing
17. Principle of Service Marketing
Services impact customers more directly than products do
Marketing of services has to be more deliberate and considered
Service provider has to carefully audit his resources and competencies
Positioning must be razor sharp
Services more intractable than products
Service provider must define service very precisely and also design the
appropriate service-product mix
Promotion more challenging due to intangible nature of services
Same basic service can be provided in vastly different service facilities
providing different levels of amenities and luxuries
18. Positioning Of Service
Differentiate from competition on attributes that target customers highly
value
Entails two decisions:
*Choice of target market (where to compete)
*Creation of differential advantage (how to compete)
Determine important choice criteria of customers carefully
Most important decision of a service organization is selecting the factors on
which it will compete
Select a few factors and provide superlative performances in the chosen
factors
Target marketing
Differential advantage
19. THE SERVICES MARKETING MIX
The Service ( Product )
Promotion
Place
Price
People
Process
Physical Evidence
20. Promotion
Intangible elements of service may be difficult to communicate
Sales people should develop lists of satisfied customers to be used in
reference selling (teasers)
Word of mouth is critical to success
Acknowledge the dominant role of personal influence in the choice process
and stimulate word of mouth communication
Persuade satisfied customers to inform others of their satisfaction
Develop materials that customers can pass on to others
Target opinion leaders in its advertising campaign
Encourage potential customers to talk to current customers
Communication should also be targeted at employees
21. Pricing
Cost-plus pricing for services.
Cost of product plus a percentage mark-up.
Demand-based pricing of services.
The price customers are likely to be prepared to pay.
Competition-based pricing of service.
What other suppliers are charging for the same
type of product.
22. Place
Distribution channels for services are more direct
Production and consumption is simultaneous
New technologies permit service companies to provide
services without customers coming to their facility
Nature Of Service
23. People
Service quality is inseparable from quality of service providers
Set standards to improve quality of service provided by employees and
monitor their performance
Training of employees crucial
Adopt a customer-first attitude than putting own convenience first
Employees of service organizations have to be adept in multiple roles
Have empathy to judge the service requirement and mood of the customer
Examine the role played by customers in service environment
Seek to eliminate harmful interactions
24. Physical Evidence
The environment in which the service is delivered
Includes any tangible goods that facilitate the performance and
communication of the service
Strengthen cues that customers search for to judge the quality of services
Uniforms and Employee Look
25. Process
Procedures, mechanisms and flow of activities by which a service is delivered
to customers
Control variations in services by targeting smaller segment of customers
Process and its visibility are both important for customers
Process should be employed only when it is required to provide a service and
not because customers have come to expect it