A brief Introduction.
!Why study Services Marketing
services sector has been growing at a
rate of 8% per annum in recent years
48% of our GDP is accounted for from the
This sector dominates with the best jobs,
best talent and best incomes
23% of the total workforce is in service
What is Service
Service is a type of a product.
“… a deed performed by one party for
Discussions about the marketing of
goods apply to services as well.
Services have special characteristics that
make them different than products
Definition of services
“In exchange for their money, time, and effort,
service customers expect to obtain value
from access to goods, labor, professional
skills, facilities, networks, and systems; but
they do not normally take ownership of any of
the physical elements involved”. ____
Goods and Services: Scale of
Characteristics of Services
1. Intangibility - “u can’t touch this”
2. Production (or performing the service) and
Consumption (using the service) - happens at the
3. Heterogeneity - services are not always delivered
the same way
4. Perishability - cannot be put in inventory or
stored for later use. i.e.. You can’t buy 2 haircuts
The 8 Ps of services marketing.
Productivity & quality.