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CHAPTER - 3SERVICES MARKETING   MANAGEMENT                     1
IntroductionMarketing management process forservicesOrganizing marketing planningAnalyzing marketing opportunitiesSelectin...
INTRODUCTION Service marketing managementrepresents marketing concept in action.The service firm must be customeroriented ...
* Identifying target markets and their needs* Developing a marketing mix that satisfies the unique needs of these target m...
MARKETIN MANAGEMET PROCESS FOR         SERVICES ( Fig. 3.1)    ORGANIZING MARKETING PLANNING  ANALYSING MARKETING OPPORTUN...
ORGANIZING MARKETING PLANNINGDeveloping a marketing strategy requiresmarket planning and market planning isusually precede...
The questions may be:What is the specific type of servicebusiness?Who are customers, how can they beidentified, & what ben...
How can competitive advantage andmore cost efficient operations beachieved?What efforts must be used to developand test ne...
The marketing information forplanning purposes can be gatheredthrough marketing research andmarketing intelligence. Market...
ANALYZING MARKETING       OPPORTUNITIESAnalyzing market opportunity is toidentify target markets anddetermine the changing...
Marketing orientation requiresorganizations to monitor theirenvironment to adjust theiroffering so that customer needsare ...
The internal environmentThe immediate external environmentThe uncontrollable externalenvironment:   Economic Factors   Soc...
SELECTING TARGET MARKETThe process of identifying andevaluating marketing opportunitiesgives rise to many new ideas, each ...
Services marketing can not beseparated from marketsegmentation. There are somesegmentation methods which areused by servic...
After this process markettargeting is focused, deciding onwhich of the market segment totarget is a challenging one & afte...
Undifferentiated marketing –e.g. Mass bankingDifferentiated marketing –e.g. bank products for products forcorporate client...
DEVELOPING THE SERVICE        MARKETING MIXThe marketing mix which is theessence of every marketing strategy& includes tan...
Price- Demand oriented method- Cost oriented method- Competitor based pricingProcessPhysical Evidence                     ...
MANAGING AND CONTROLLING     MARKETING EFFORTThe service firm must mobilize itspeople and resources e.g. moneyequipment, p...
Heskett lays out a link of activitiesthat emphasizes on theinterrelation of various activitiesof the organization. Thisint...
The service Management              Trinity (Fig. 3.2)Operations                 Marketingmanagement                 Manag...
There are some strategies to control       service performance: Establishing customer service divisions Performance Contro...
SUMMARYThe application of the management process involves following steps.  Organizing the marketing opportunities  Analyz...
Developing the marketing mixManaging the marketing effort       Thus, this chapter very brieflyexplains the marketing mana...
“Like” us on Facebook:    p //                 /http://www.facebook.com/welearnindia “Follow” us on Twitter:http://twitter...
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Services Marketing Management

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In this presentation, we will discuss the marketing procedure in the services, how to organize marketing planning and analyze marketing opportunities. We will also talk about the selection process of target market, developing the service marketing mix and managing marketing effort.
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Services Marketing Management

  1. 1. CHAPTER - 3SERVICES MARKETING MANAGEMENT 1
  2. 2. IntroductionMarketing management process forservicesOrganizing marketing planningAnalyzing marketing opportunitiesSelecting target marketDeveloping the service marketing mixManaging & controlling marketingeffort 2
  3. 3. INTRODUCTION Service marketing managementrepresents marketing concept in action.The service firm must be customeroriented & must develop a competitivemarketing strategy, that strategyformulation consists of two steps: 3
  4. 4. * Identifying target markets and their needs* Developing a marketing mix that satisfies the unique needs of these target markets 4
  5. 5. MARKETIN MANAGEMET PROCESS FOR SERVICES ( Fig. 3.1) ORGANIZING MARKETING PLANNING ANALYSING MARKETING OPPORTUNITIES SELECTION OF TARGET MARKET DEVELOPING MARKETING MIX MANAGING MARKETING EFFORT 5
  6. 6. ORGANIZING MARKETING PLANNINGDeveloping a marketing strategy requiresmarket planning and market planning isusually preceded by market analysis.Before making any strategic plan themanager has to go through some selfquestioning. The answers of these criticalquestions are the beginning of thedevelopment of strategic plan. 6
  7. 7. The questions may be:What is the specific type of servicebusiness?Who are customers, how can they beidentified, & what benefits are theyseeking?How can the business be defendedfrom competitors? 7
  8. 8. How can competitive advantage andmore cost efficient operations beachieved?What efforts must be used to developand test new product serviceofferings?What role can be assigned toplanning and research? 8
  9. 9. The marketing information forplanning purposes can be gatheredthrough marketing research andmarketing intelligence. Marketresearch is more structured andquantifiable while marketingintelligence gathering concentrates onintangible ideas and trends. 9
  10. 10. ANALYZING MARKETING OPPORTUNITIESAnalyzing market opportunity is toidentify target markets anddetermine the changing needs ofcustomers and their bases forchoosing among the manyalternatives offered. 10
  11. 11. Marketing orientation requiresorganizations to monitor theirenvironment to adjust theiroffering so that customer needsare fulfilled. There are some otherimp. Factors to be considered toanalyzing the marketingopportunities, they are: 11
  12. 12. The internal environmentThe immediate external environmentThe uncontrollable externalenvironment: Economic Factors Social Factors Political and legal factors Technical factors 12
  13. 13. SELECTING TARGET MARKETThe process of identifying andevaluating marketing opportunitiesgives rise to many new ideas, each ofthese opportunities must be studiedrelevance to the company’sresources. This steps involves: Segmenting & Targeting Positioning 13
  14. 14. Services marketing can not beseparated from marketsegmentation. There are somesegmentation methods which areused by service organization: Demographic variant Psychographic variant 14
  15. 15. After this process markettargeting is focused, deciding onwhich of the market segment totarget is a challenging one & afterthis process the service providerdecides upon the number ofsegments to serve such as : 15
  16. 16. Undifferentiated marketing –e.g. Mass bankingDifferentiated marketing –e.g. bank products for products forcorporate clients and individual clientsConcentrated marketing – e.g. specialagricultural banks or industrial creditbanks. 16
  17. 17. DEVELOPING THE SERVICE MARKETING MIXThe marketing mix which is theessence of every marketing strategy& includes tangible dominantproducts, they are: Service Product Place People 17
  18. 18. Price- Demand oriented method- Cost oriented method- Competitor based pricingProcessPhysical Evidence 18
  19. 19. MANAGING AND CONTROLLING MARKETING EFFORTThe service firm must mobilize itspeople and resources e.g. moneyequipment, physical facilities withinthe organization to put the strategicplan to work. Another key issue thatrelates to the implementationprogramme is the organizationalframework. 19
  20. 20. Heskett lays out a link of activitiesthat emphasizes on theinterrelation of various activitiesof the organization. Thisinterdependence betweenmarketing, operations, & humanresources is termed as servicemanagement trinity. 20
  21. 21. The service Management Trinity (Fig. 3.2)Operations Marketingmanagement Management Human Resource Management 21
  22. 22. There are some strategies to control service performance: Establishing customer service divisions Performance Control Profitability Control Strategic Control 22
  23. 23. SUMMARYThe application of the management process involves following steps. Organizing the marketing opportunities Analyzing the marketing opportunities Selecting the target market 23
  24. 24. Developing the marketing mixManaging the marketing effort Thus, this chapter very brieflyexplains the marketing managementprocess, the foundation on whichcorporate and functional strategy isbuilt. 24
  25. 25. “Like” us on Facebook:  p // /http://www.facebook.com/welearnindia “Follow” us on Twitter:http://twitter.com/WeLearnIndiahttp://twitter com/WeLearnIndiaWatch informative videos on Youtube: http://www.youtube.com/WelingkarDLP

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