This document discusses how to define, classify, and manage services. It begins by defining a service as any intangible act or performance offered from one party to another that does not result in ownership. Services are then classified based on whether they are a minor or major component of a product offering. The document outlines key ways services differ from goods, such as that services cannot be produced, stored, or transported in the same way as goods. It also notes that services have more variability than goods. Finally, the document provides strategies for improving quality control of services and better matching service supply and demand.

1. DESIGNING
AND
MANAGING
SERVICE

2. How do we
define and
classify services ,
and how do they
differ from goods ?

3. A service is any act or
performance one party can offer
to another thatis essentially
intangible and does not result in
the ownership of anything.

5. In short,
It is something
which we do for
someone

6. Government Sector
Private Sector
Business Sector
Manufacturing Sector

7. HOW
TO
Classify Services

8. SERVICE COMPONENTCAN BE…
MINOR OR MAJOR COMPONENT OF TOTAL OFFERING

9. TOTAL OFFERING
Pure tangible
good
Pure
Service
Hybrid
Accompanying
Services
Major
Services

10. Pure
tangible
good
Accompanying
Services
Hybrid

11. Major
Services
Pure Services

12. How do
services differ
from goods ?

14. Unlike Products
Services cannot be….

16. Marketers should….

17. And…

18. Tangibilize
the
intangible

19. I
N
S
E
P
A
R
A
B
L
E

20. Produced
and
consumed
simultaneously
Services
Are

21. Provider
Is A
Part Of
Service

22. Several strategies
exist
to get around
limitations

23. VARIABILITY

24. Services are highly Variable

25. Service Buyers…
Talk to others befor
selecting a
service

26. To increase
quality
control

27. Steps to
Increase
Quality
Control

28. Invest good
in hiring
and
training programs

29. Standardize the
service-platform
processthroughout
the organization.

30. Monitor
Customer
Satisfaction

32. As the demand fluctuates perishabilityis the
problem.

33. So , to
maximize
the
…

34. Yield Management
is critical

35. Several Strategies
can producea better match
between
service demandand supply.

36. Part – Time
Employees
Peak Time
Efficiency
Increased
Consumer
Participation
Shared Services
Facilities For
Future
Expansion
Differential
Pricing
Nonpeak
Demand
Reservation
System
Complementary
services

37.  Define Services
 Classify Services
 How do they Differ
from goods ?
RECAP :-

39. A presentation by-
Prasad Vadnere
V.J.T.I. , MUMBAI
during an internship by Prof.Sameer Mathur,IIM Lucknow.
www.IIMInternship.com