Service marketing - Service Mix/ Tangibility Spectrum

1. Classification of services
Service Mix
Moments of Truth
&
Intangibility Spectrum

2. Classification of services
As per Christopher Lovelock
1. Consumer Service Marketing
• 1. Food Service 2. Hotels and Motel 3. Personal Care
Services 4. Medical and Surgical Services 5. Educational
Services 6. Household Services 7. Automobile Services 8.
Entertainment Services 9. Transport Services 10.
Communication Services 11. Insurance Services 12.
Financial Services 13. Personal Security Services.

3. Classification of services
2. Industrial Service Marketing
1. Engineering Services 2. Warehouse Services 3.
Advertising and Promotional Services 4. Office
Services 5. Management Consultancy Services 6.
Marketing Research Services 7. Manpower Selection
and Training.

4. Other classifications of service
marketing
A. On the Basis of Degree of Involvement of the Customer –
1. People processing 2. Possession processing 3. Mental
stimulus processing 4. Information processing
B. On the Basis of Service Tangibility –
1. Highly tangible 2. Services linked to tangible goods 3.
Tangible goods linked to services 4. Highly intangible
C. On the Basis of Skills and Expertise Required –
1. Professional service marketing 2. Non-Professional
service marketing

5. Other classifications of service
marketing
D. On the Basis of the Business Orientation of the Service
Provider –
1. Commercial organisation 2. Non-Profit organisation
E. On the Basis of the Types of End Users –
1. Consumer service marketing 2. Business to Business
service marketing 3. Industrial service marketing (i. Raw
material, ii. Installations, iii. Accessory Equipment, iv. Supplies, v.
Components & Materials vi. Services.).

7. Service Mix
• Products
• Price
• Promotion
• Place
• People
• Physical evidence
• Process

8. Expanded Mix for Services - The 7 Ps
• People
All human actors who play a part in service delivery and thus influence
the buyer’s perceptions: namely, the firm’s personnel, the customer, and
other customers in the service environment.
• Physical Evidence
The environment in which the service is delivered and where the firm
and customer interact, and any tangible components that facilitate
performance or communication of the service.
• Process
The actual procedures, mechanisms, and flow of activities by which the
service is delivered—the service delivery and operating systems.

9. Moments of TRUTH
• Moments of truth
Is a customer’s first interaction with a brand, product or service.
Customers form an impression that tends to endure
❖Moments of Magic
❖Moments of Misery
Second Moment of Truth
A customer's first interaction is after purchasing it
Zero Moment of Truth
When a customer first hears about a new brand, product or service

10. Tangibility Spectrum
Tangible
Dominant
Intangible
Dominant
Salt
Soft Drinks
Detergents
Automobiles
Cosmetics
Advertising
Agencies
Airlines
Investment
Management
Consulting
Teachin
g
Fast-food
Outlets
Fast-food
Outlets
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