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Importance of Marketing in
Service Industry
1
Shiv S Tripathi
Assistant Professor
Calcutta Business School
Service
A Service is something that is essentially
intangible, and does not result into
ownership of anything.
It may or m...
Service Tangibility Spectrum
3
Qualities of Services
• Intangible
• Inseparable
• Variable
• Perishable
• Autonomy
4
Services Sector includes
• IT & ITES
• Education
• Trade
• Financial Services (BFSI)
• Media
• Hospitality
• Tourism
• Tra...
Share of different services categories in GDP
SST/ IMSS/25-01-2013/Jamshedpur 6
Services GDP vs. Overall GDP Growth Rate
7
Source: Economic Survey 2011-12
State-wise growth of Services sector in
2009-10
8
Source: Economic Survey 2011-12
Evaluation of Alternatives by a
Customer
9
Most
Goods
Most
Services
The Service Ps
• People
• Process
• Physical Evidence
Are added to the basic 4 Ps of Marketing i.e.
Product
Price
Promotio...
Importance of Marketing in Services
Product
• Goods are tangible, services are intangible.
• Services impact customers mor...
Importance of Marketing in Services
Price
• Price of Goods is justified in all cases whereas it is
difficult almost everyt...
Importance of Marketing in Services
Promotion
• All sorts of mass media can be used for goods
like cars, FMCG products, co...
Importance of Marketing in Services
Physical Distribution
• The same goods can be delivered all across
the globe without a...
Importance of Marketing in Services
People
• People are not very important in marketing
goods whereas they are most import...
Importance of Marketing in Services
Process
• Process of manufacturing, distribution etc is
not important as long as the g...
Importance of Marketing in Services
Physical Evidence
• Service Quality is often judged or misjudged by
the physical setti...
Importance of Marketing in Services
Segmentation
• A broad segment can be selected to market
goods as anybody can purchase...
Importance of Marketing in Services
Target Market
• The exact idea of target market is essential
before the launch of any ...
Importance of Marketing in Services
Positioning
• Positioning of services depends upon the
people, process, physical evide...
THANK YOU
21
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Importance of marketing in service industry

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Importance of marketing in service industry

  1. 1. Importance of Marketing in Service Industry 1 Shiv S Tripathi Assistant Professor Calcutta Business School
  2. 2. Service A Service is something that is essentially intangible, and does not result into ownership of anything. It may or may not have an element of product. 2
  3. 3. Service Tangibility Spectrum 3
  4. 4. Qualities of Services • Intangible • Inseparable • Variable • Perishable • Autonomy 4
  5. 5. Services Sector includes • IT & ITES • Education • Trade • Financial Services (BFSI) • Media • Hospitality • Tourism • Transportation & Warehousing • Public Utilities • Real Estate & Lease • Public Administration & Defence • Professional Services like legal, accountancy, audit, consulting etc. 5
  6. 6. Share of different services categories in GDP SST/ IMSS/25-01-2013/Jamshedpur 6
  7. 7. Services GDP vs. Overall GDP Growth Rate 7 Source: Economic Survey 2011-12
  8. 8. State-wise growth of Services sector in 2009-10 8 Source: Economic Survey 2011-12
  9. 9. Evaluation of Alternatives by a Customer 9 Most Goods Most Services
  10. 10. The Service Ps • People • Process • Physical Evidence Are added to the basic 4 Ps of Marketing i.e. Product Price Promotion and Physical Distribution 10
  11. 11. Importance of Marketing in Services Product • Goods are tangible, services are intangible. • Services impact customers more than goods do. • Goods’ features, ingredients, price etc. can be highlighted while marketing, whereas service being intangible requires credence factors 11
  12. 12. Importance of Marketing in Services Price • Price of Goods is justified in all cases whereas it is difficult almost everytime to justify the price of even the smallest service as there is no standard. • Price of goods can be increased or decreased and can be justified by improved features or discounts whereas if price of a service is reduced it points out poor quality. Similarly price hikes are very difficult to justify. 12
  13. 13. Importance of Marketing in Services Promotion • All sorts of mass media can be used for goods like cars, FMCG products, consumer durables etc., whereas only specific media can be used for promoting services. • Word of mouth publicity (nowadays social media marketing) is most credible vehicle for promoting services. 13
  14. 14. Importance of Marketing in Services Physical Distribution • The same goods can be delivered all across the globe without any variation whereas services are bound to differ from even shop to shop • The service provider needs to audit its resources and competencies and accordingly decide about a place 14
  15. 15. Importance of Marketing in Services People • People are not very important in marketing goods whereas they are most important in services • Due to the people element there is a variability in service as everybody can’t have the same talent/behaviour 15
  16. 16. Importance of Marketing in Services Process • Process of manufacturing, distribution etc is not important as long as the goods are working fine. In services the process like promptness, order/sequence, usefulness, simplicity etc. are very important to leave a lasting impression. 16
  17. 17. Importance of Marketing in Services Physical Evidence • Service Quality is often judged or misjudged by the physical setting of the place where the service is being provided e.g. transportation, education, hotels, restaurants etc. • Still if physical evidence is appealing, people are good but processes are messy, customers tend to be dissatisfied. Similarly if physical evidence is appealing, processes are good, people will make a difference. 17
  18. 18. Importance of Marketing in Services Segmentation • A broad segment can be selected to market goods as anybody can purchase them, whereas services cater to very specific segments • E.g. there are specific needs of each segment of education viz. school, college, university, whereas a bookseller can cater to everybody’s needs. 18
  19. 19. Importance of Marketing in Services Target Market • The exact idea of target market is essential before the launch of any service whereas a broad idea will do for goods. • Goods can shift its customers base very easily but in case of services it is difficult. 19
  20. 20. Importance of Marketing in Services Positioning • Positioning of services depends upon the people, process, physical evidence and word of mouth. • A failed product may still be tried by the consumers because of other reasons but a failed service will be tried rarely by them. 20
  21. 21. THANK YOU 21

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