This document provides an overview of a marketing class on service marketing held by Gumporn Suwannachim at RMUTP in Thailand. The class covered the 7Ps marketing framework and its application to Thailand's tourism industry through case studies. It also discussed segmentation, targeting and positioning strategies. Examples of Thai tourism products, activities and typical customer complaint behaviors were presented.
Sagar Pathania and his family are traveling 80 km by car to attend a wedding. The schedule for the wedding includes refreshments at 7:30pm, the barat procession at 8:30pm, and dinner at 11:00pm. Marketing involves identifying and meeting human and social needs. Marketers influence wants by suggesting products that satisfy needs like social status, and aim to make products attractive, affordable, and available to influence demand. Products provide services that satisfy wants and needs.
This document provides information about Emirates Airlines and Lufthansa Airlines. It discusses their key details like founding year, headquarters, CEOs, websites, fleet sizes, and top destinations. It also analyzes their strengths, weaknesses, opportunities and threats. Both airlines offer various services to customers at different stages of travel like consultation through websites and apps, order taking through multiple channels, hospitality inflight, and secure billing and payment options.
Emirates Airways uses a variety of aircraft in its fleet and offers several luxury class options for passengers including first class suites, onboard showers, and dining services. It employs a premium pricing strategy and promotes the brand through advertisements, sponsorships, and its own magazine. Emirates also focuses on customer service and providing an excellent travel experience through its people, processes, and physical evidence across check-in, lounges, onboard amenities, and dining.
This document provides an overview of the Indian airline industry and analyzes Kingfisher Airlines. It begins with a PEST analysis of the industry and an introduction to Kingfisher. Next, it covers the 7 P's of Kingfisher's marketing strategy and analyzes the airline using tools like the industrial lifecycle model, SWOT analysis, Porter's 5 forces, and a competitor analysis. It concludes with recommendations for Kingfisher's future growth.
Service Marketing Mix in Airlines IndustryBiswajit Ghosh
This document discusses the marketing mix strategies for airlines. It outlines the 7Ps of the extended marketing mix that are important for service industries like airlines - product, price, place, promotion, people, process, and physical evidence. For each P, it provides examples of factors airlines must consider like product types, pricing strategies, distribution channels, advertising approaches, staff competencies, service processes, and physical touchpoints that represent the brand. The goal is to deploy an enhanced marketing approach for airlines that not only reaches customers but creates desire for the services.
This document discusses the marketing mix of the airline industry. It defines the marketing mix as the different choices organizations make to bring products or services to market. For services like airlines, an enhanced marketing mix is needed that creates desire for the service beyond just reaching customers. The marketing mix in airlines includes 7 Ps - Product, Price, Place, Promotion, People, Process, and Physical Evidence. Each P is then defined in the context of airlines, such as product mix including on-ground and in-flight services, price mix including premium and low-cost options, and promotion mix involving advertising, publicity, and sales promotions. Air India is used as an example, outlining its background, products/services, places
The airline industry began in the 17th century and has since grown significantly. It now facilitates economic growth and globalization. Major Indian airlines include Indian Airlines, Kingfisher Airlines, Jet Airways, and Air India, which together hold over 75% of the domestic market share. Airlines use service marketing techniques to attract and retain customers. Their marketing mix includes product offerings, pricing strategies, placement of services, and promotional activities. Core aspects of airline services involve ground services, in-flight services, and reliability, care, and facilities provided to customers.
This document discusses the SERVQUAL model, which is a framework for measuring service quality. It was developed in the 1980s and measures service quality across five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. The document explains the five gaps in service quality as identified by the SERVQUAL model and provides examples. It also discusses criticisms of the model and how organizations can use it to measure customer expectations and perceptions over time to improve service quality.
Sagar Pathania and his family are traveling 80 km by car to attend a wedding. The schedule for the wedding includes refreshments at 7:30pm, the barat procession at 8:30pm, and dinner at 11:00pm. Marketing involves identifying and meeting human and social needs. Marketers influence wants by suggesting products that satisfy needs like social status, and aim to make products attractive, affordable, and available to influence demand. Products provide services that satisfy wants and needs.
This document provides information about Emirates Airlines and Lufthansa Airlines. It discusses their key details like founding year, headquarters, CEOs, websites, fleet sizes, and top destinations. It also analyzes their strengths, weaknesses, opportunities and threats. Both airlines offer various services to customers at different stages of travel like consultation through websites and apps, order taking through multiple channels, hospitality inflight, and secure billing and payment options.
Emirates Airways uses a variety of aircraft in its fleet and offers several luxury class options for passengers including first class suites, onboard showers, and dining services. It employs a premium pricing strategy and promotes the brand through advertisements, sponsorships, and its own magazine. Emirates also focuses on customer service and providing an excellent travel experience through its people, processes, and physical evidence across check-in, lounges, onboard amenities, and dining.
This document provides an overview of the Indian airline industry and analyzes Kingfisher Airlines. It begins with a PEST analysis of the industry and an introduction to Kingfisher. Next, it covers the 7 P's of Kingfisher's marketing strategy and analyzes the airline using tools like the industrial lifecycle model, SWOT analysis, Porter's 5 forces, and a competitor analysis. It concludes with recommendations for Kingfisher's future growth.
Service Marketing Mix in Airlines IndustryBiswajit Ghosh
This document discusses the marketing mix strategies for airlines. It outlines the 7Ps of the extended marketing mix that are important for service industries like airlines - product, price, place, promotion, people, process, and physical evidence. For each P, it provides examples of factors airlines must consider like product types, pricing strategies, distribution channels, advertising approaches, staff competencies, service processes, and physical touchpoints that represent the brand. The goal is to deploy an enhanced marketing approach for airlines that not only reaches customers but creates desire for the services.
This document discusses the marketing mix of the airline industry. It defines the marketing mix as the different choices organizations make to bring products or services to market. For services like airlines, an enhanced marketing mix is needed that creates desire for the service beyond just reaching customers. The marketing mix in airlines includes 7 Ps - Product, Price, Place, Promotion, People, Process, and Physical Evidence. Each P is then defined in the context of airlines, such as product mix including on-ground and in-flight services, price mix including premium and low-cost options, and promotion mix involving advertising, publicity, and sales promotions. Air India is used as an example, outlining its background, products/services, places
The airline industry began in the 17th century and has since grown significantly. It now facilitates economic growth and globalization. Major Indian airlines include Indian Airlines, Kingfisher Airlines, Jet Airways, and Air India, which together hold over 75% of the domestic market share. Airlines use service marketing techniques to attract and retain customers. Their marketing mix includes product offerings, pricing strategies, placement of services, and promotional activities. Core aspects of airline services involve ground services, in-flight services, and reliability, care, and facilities provided to customers.
This document discusses the SERVQUAL model, which is a framework for measuring service quality. It was developed in the 1980s and measures service quality across five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. The document explains the five gaps in service quality as identified by the SERVQUAL model and provides examples. It also discusses criticisms of the model and how organizations can use it to measure customer expectations and perceptions over time to improve service quality.
Services marketing focuses on advertising intangible transactions that provide value to customers, unlike product marketing. It involves identifying, communicating, and delivering value to customers in a way that benefits the organization and stakeholders. Services are usually intangible economic activities offered by one party to another that bring about desired results for recipients in exchange for money, time, and effort. Customers expect value from access to goods, labor, professional skills, facilities, networks, and systems through a service, but do not take ownership of physical elements.
The document discusses the traditional and extended marketing mix used for services. The traditional mix includes product, price, place, and promotion. The extended mix adds people, process, and physical evidence. It then provides examples and details for each element of the marketing mix as applied to services.
This document discusses the concept of services marketing and key aspects of marketing services. It outlines the service marketing triangle which emphasizes the relationships between a company, its employees, customers, and systems. There are three main types of marketing within this triangle: internal marketing from the company to employees; external marketing from the company to customers; and interactive marketing between customers and employees. Effective marketing in all three areas is important for customer satisfaction and success in the services sector.
The 7 Ps of service marketing expands on the traditional 4 Ps of marketing (product, price, place, promotion) to better address the unique characteristics of services. The additional 3 Ps are people (service personnel), process (service delivery procedures), and physical evidence (tangible representations of intangible services). Together, the 7 Ps framework helps service marketers address issues like the intangible nature of services, customer involvement in service delivery, and the importance of consistent service quality.
This document provides an outline for a consumer behavior course. It includes 7 learning objectives that cover understanding the origins of consumer behavior, how technology has impacted both marketers and consumers, and consumer decision making processes. The objectives also address how providing value and satisfaction can enhance customer loyalty and retention. The document then provides details on the various topics that will be covered in the course, including the evolution of marketing concepts, the components of strategic marketing, and models of motivation and consumer decision making. It discusses factors like needs, goals, and how motivation and goals are interrelated.
The chapter comprises of Service Marketing, E-Marketing, Green Marketing, Customer Relationship Management, Rural Marketing; Other Emerging Trends- Ethical Issues in Marketing.
Service is an act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products.(Philip Kotler)
It is based on relationship and value.
It may be used to market a service or product.
What is Service Marketing?
The American Marketing Association defines services marketing as “an organizational function and a set of processes for identifying or creating, communicating, and delivering value to customers and for managing customer relationship in a way that benefit the organization and stake-holders”.
Service marketing is involved in designing, delivering, and doing post-delivery analysis of services for optimizing reach, measuring customer satisfaction, and standing-out from identical services offered by other market players.
Intangibility: A service is not a physical product that you can touch or see. A service can be experienced by the buyer or the receiver. Also, you can not judge the quality of the service before consumption.
Heterogeneous: There can be no perfect standardization of services. Even if the service provider remains the same, the quality of the service may differ from time to time.
Inseparability: One unique characteristic of services is that the service and the service provider cannot be separated. Unlike with goods/products the manufacturing and the consumption of services cannot be separated by storage.
No Stock Maintenance: The production and consumption of services are not inseparable because storage of services is not possible. Being an intangible transaction there can never be an inventory of services.
The potential customers form an impression about the service on the basis of service environment. The service environment represents the physical back drop that surrounds the service.
For example, providing hygienic food is the core service in a hotel or restaurant. Customers expect the restaurants to be maintained clean, offer flexible dining hours prompt service, soft music, décor, exotic menu etc.
Advantages of Service Marketing: 1, Repeat business
When you build a plan of service to reach your customers, you can expect a reward of repeat business from them. The goal of effectively marketing your brand is to capture the attention of your target market.
2. referrals
The next best thing to having your clients come back is to have them tell others about their experience and recommend your products or services to them. You must consider that if your customers have a bad experience, it is likely they will tell 10 people about that negative experiences also.
3. publicity
Other benefits from your good service are through publicity. As the buzz flows about your outstanding service, from following through on what you’ve promised.
The presentation was part of the Funding Conference in London on Monday 23 February 2015.
The presentation was by Judith Courts, NCVO Associate and looks at marketing as a two way process.
Find out more about the Funding Conference from NCVO: https://www.ncvo.org.uk/training-and-events/funding-conference/workshops
How can you transform your visitors into happy customers ?
1- Users must care
--> Be unique
--> Define your excitement features
--> Understand your users
2- Users must test
--> Increase trust
--> Reduce fears
--> Trigger an action
3- Users must use
--> Define the final goal
--> Determine the Aha moment
--> Define the mandatory steps
--> Guide users to avoid empty spaces
4- Users must pay
--> Transform free users into premium users
--> Define your prices
--> Display your prices correctly
--> Make payment easier
The document outlines a marketing seminar for Hanoi Bank. It discusses definitions of marketing, focusing on creating mutual satisfaction between producers and consumers. It also examines specifics of marketing for services and banks. The seminar covers analyzing the market and competitors, developing a SWOT analysis and strategic choices, selecting a customer target, and creating an offer through the marketing mix of product, price, place, and promotion. The goal is to provide efficient and effective services to satisfy customer needs while achieving organizational objectives.
1st Module of Services Marketing
Reasons for the growth of the services sector and its contribution; the difference in goods and service marketing; characteristics of services; the concept of service marketing triangle; service marketing mix; GAP models of service quality.
Consumer behavior in services: Search, Experience and Credence property, consumer expectation of services, two levels of expectation, Zone of tolerance, Factors influencing customer expectation of services.
Customer perception of services-Factors influencing customer perception of service, Service encounters, Customer satisfaction, Strategies for influencing customer perception.
Understanding the tools of social and Digital Media was a presentation focused on how agents can use social media and digital tools to market their agency. It included 4 case studies of agencies that ran promotions on Facebook and LinkedIn that resulted in new business leads and clients. One case study described a referral contest on Facebook that generated 19 referrals and 11 new clients in 6 weeks, with a 154% return on investment. The presentation provided tips on content creation and optimization for social media, the differences between a Facebook profile and page, and how to get more fans and engagement on Facebook.
Customer Service Basic training for Public agencies. Diversity and culture competence play a huge role in customer satisfaction.
http://www.saharconsulting.com
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Services marketing is a sub-field of marketing, The promotion of economic activities offered by a business to its clients. Service marketing might include the process of selling telecommunications, health treatment, financial, hospitality, car rental, air travel, and professional services.
This document summarizes a marketing group assignment on analyzing the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence) for HNB bank. It provides details on each of the 7Ps for HNB, including their products/services, pricing strategies, locations, promotional activities, employees, processes for service delivery, and physical aspects customers interact with. The group's assignment was to analyze how HNB utilizes each element of the marketing mix to satisfy customers and position its banking services.
The document discusses the extended marketing mix or 7Ps model which is more applicable for services than the traditional 4Ps model. It describes each of the 7Ps - product, price, place, promotion, people, process, and physical evidence. People refers to the staff involved in service delivery. Process describes how the service is delivered to customers. Physical evidence includes tangible aspects that accompany the intangible service. The model suggests these elements are all important for optimal service delivery.
This document discusses key concepts related to service quality management and marketing professional services. It begins by outlining recent trends in the growing services sector, particularly the increasing share of GDP from services in developed and developing economies. The document then discusses classifying and analyzing different elements of services. It explores factors driving transformation in services and an expanded marketing mix framework. The final sections cover topics like managing first impressions, influencing buying decisions, complaint handling, and guidelines for effective resolution. Overall, the document provides an overview of important concepts for understanding and managing services quality and marketing professional services.
The document outlines a 7-step marketing toolkit. Step 1 involves establishing strategic priorities. Step 2 identifies overall service offers. Step 3 segments and profiles customers. Step 4 defines targeted service offers for each segment. Step 5 transforms offers into benefits for each segment. Step 6 translates benefits into targeted messages. Step 7 communicates messages through conversations. The toolkit is demonstrated through activities defining segments, offers, and benefits for different customer groups like students or library users.
This document discusses marketing principles including the 4Ps (Product, Price, Place, Promotion) and the value delivery process. It explains that the 4Ps fulfill customer needs but value is relative based on competitors. It then defines each P and how companies can enhance value at each step through approaches like using quality materials, efficient distribution channels, and widely available products. Communicating additional benefits beyond the product is key to promoting value. The marketing environment that affects strategy is also summarized, including micro factors like suppliers, customers and competitors, and macro external forces.
This is work I did as account supervisor and strategist on Dime bank during my time at Concept Farm. All information presented is strictly confidential and should not be share, saved, or printed by any third parties.
This document discusses key aspects of services marketing. It defines what a service is, noting that services are intangible, perishable, and require simultaneous production and consumption. It also outlines several challenges of services marketing, such as differentiation, the intangible nature of services, the importance of building trust, and the difficulty of proactively generating leads. Additionally, the document introduces the services marketing triangle framework, which illustrates the interactions between a company's internal marketing to employees, external marketing to customers, and the interactive marketing that occurs when employees deliver the service to customers.
Services marketing focuses on advertising intangible transactions that provide value to customers, unlike product marketing. It involves identifying, communicating, and delivering value to customers in a way that benefits the organization and stakeholders. Services are usually intangible economic activities offered by one party to another that bring about desired results for recipients in exchange for money, time, and effort. Customers expect value from access to goods, labor, professional skills, facilities, networks, and systems through a service, but do not take ownership of physical elements.
The document discusses the traditional and extended marketing mix used for services. The traditional mix includes product, price, place, and promotion. The extended mix adds people, process, and physical evidence. It then provides examples and details for each element of the marketing mix as applied to services.
This document discusses the concept of services marketing and key aspects of marketing services. It outlines the service marketing triangle which emphasizes the relationships between a company, its employees, customers, and systems. There are three main types of marketing within this triangle: internal marketing from the company to employees; external marketing from the company to customers; and interactive marketing between customers and employees. Effective marketing in all three areas is important for customer satisfaction and success in the services sector.
The 7 Ps of service marketing expands on the traditional 4 Ps of marketing (product, price, place, promotion) to better address the unique characteristics of services. The additional 3 Ps are people (service personnel), process (service delivery procedures), and physical evidence (tangible representations of intangible services). Together, the 7 Ps framework helps service marketers address issues like the intangible nature of services, customer involvement in service delivery, and the importance of consistent service quality.
This document provides an outline for a consumer behavior course. It includes 7 learning objectives that cover understanding the origins of consumer behavior, how technology has impacted both marketers and consumers, and consumer decision making processes. The objectives also address how providing value and satisfaction can enhance customer loyalty and retention. The document then provides details on the various topics that will be covered in the course, including the evolution of marketing concepts, the components of strategic marketing, and models of motivation and consumer decision making. It discusses factors like needs, goals, and how motivation and goals are interrelated.
The chapter comprises of Service Marketing, E-Marketing, Green Marketing, Customer Relationship Management, Rural Marketing; Other Emerging Trends- Ethical Issues in Marketing.
Service is an act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products.(Philip Kotler)
It is based on relationship and value.
It may be used to market a service or product.
What is Service Marketing?
The American Marketing Association defines services marketing as “an organizational function and a set of processes for identifying or creating, communicating, and delivering value to customers and for managing customer relationship in a way that benefit the organization and stake-holders”.
Service marketing is involved in designing, delivering, and doing post-delivery analysis of services for optimizing reach, measuring customer satisfaction, and standing-out from identical services offered by other market players.
Intangibility: A service is not a physical product that you can touch or see. A service can be experienced by the buyer or the receiver. Also, you can not judge the quality of the service before consumption.
Heterogeneous: There can be no perfect standardization of services. Even if the service provider remains the same, the quality of the service may differ from time to time.
Inseparability: One unique characteristic of services is that the service and the service provider cannot be separated. Unlike with goods/products the manufacturing and the consumption of services cannot be separated by storage.
No Stock Maintenance: The production and consumption of services are not inseparable because storage of services is not possible. Being an intangible transaction there can never be an inventory of services.
The potential customers form an impression about the service on the basis of service environment. The service environment represents the physical back drop that surrounds the service.
For example, providing hygienic food is the core service in a hotel or restaurant. Customers expect the restaurants to be maintained clean, offer flexible dining hours prompt service, soft music, décor, exotic menu etc.
Advantages of Service Marketing: 1, Repeat business
When you build a plan of service to reach your customers, you can expect a reward of repeat business from them. The goal of effectively marketing your brand is to capture the attention of your target market.
2. referrals
The next best thing to having your clients come back is to have them tell others about their experience and recommend your products or services to them. You must consider that if your customers have a bad experience, it is likely they will tell 10 people about that negative experiences also.
3. publicity
Other benefits from your good service are through publicity. As the buzz flows about your outstanding service, from following through on what you’ve promised.
The presentation was part of the Funding Conference in London on Monday 23 February 2015.
The presentation was by Judith Courts, NCVO Associate and looks at marketing as a two way process.
Find out more about the Funding Conference from NCVO: https://www.ncvo.org.uk/training-and-events/funding-conference/workshops
How can you transform your visitors into happy customers ?
1- Users must care
--> Be unique
--> Define your excitement features
--> Understand your users
2- Users must test
--> Increase trust
--> Reduce fears
--> Trigger an action
3- Users must use
--> Define the final goal
--> Determine the Aha moment
--> Define the mandatory steps
--> Guide users to avoid empty spaces
4- Users must pay
--> Transform free users into premium users
--> Define your prices
--> Display your prices correctly
--> Make payment easier
The document outlines a marketing seminar for Hanoi Bank. It discusses definitions of marketing, focusing on creating mutual satisfaction between producers and consumers. It also examines specifics of marketing for services and banks. The seminar covers analyzing the market and competitors, developing a SWOT analysis and strategic choices, selecting a customer target, and creating an offer through the marketing mix of product, price, place, and promotion. The goal is to provide efficient and effective services to satisfy customer needs while achieving organizational objectives.
1st Module of Services Marketing
Reasons for the growth of the services sector and its contribution; the difference in goods and service marketing; characteristics of services; the concept of service marketing triangle; service marketing mix; GAP models of service quality.
Consumer behavior in services: Search, Experience and Credence property, consumer expectation of services, two levels of expectation, Zone of tolerance, Factors influencing customer expectation of services.
Customer perception of services-Factors influencing customer perception of service, Service encounters, Customer satisfaction, Strategies for influencing customer perception.
Understanding the tools of social and Digital Media was a presentation focused on how agents can use social media and digital tools to market their agency. It included 4 case studies of agencies that ran promotions on Facebook and LinkedIn that resulted in new business leads and clients. One case study described a referral contest on Facebook that generated 19 referrals and 11 new clients in 6 weeks, with a 154% return on investment. The presentation provided tips on content creation and optimization for social media, the differences between a Facebook profile and page, and how to get more fans and engagement on Facebook.
Customer Service Basic training for Public agencies. Diversity and culture competence play a huge role in customer satisfaction.
http://www.saharconsulting.com
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Services marketing is a sub-field of marketing, The promotion of economic activities offered by a business to its clients. Service marketing might include the process of selling telecommunications, health treatment, financial, hospitality, car rental, air travel, and professional services.
This document summarizes a marketing group assignment on analyzing the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence) for HNB bank. It provides details on each of the 7Ps for HNB, including their products/services, pricing strategies, locations, promotional activities, employees, processes for service delivery, and physical aspects customers interact with. The group's assignment was to analyze how HNB utilizes each element of the marketing mix to satisfy customers and position its banking services.
The document discusses the extended marketing mix or 7Ps model which is more applicable for services than the traditional 4Ps model. It describes each of the 7Ps - product, price, place, promotion, people, process, and physical evidence. People refers to the staff involved in service delivery. Process describes how the service is delivered to customers. Physical evidence includes tangible aspects that accompany the intangible service. The model suggests these elements are all important for optimal service delivery.
This document discusses key concepts related to service quality management and marketing professional services. It begins by outlining recent trends in the growing services sector, particularly the increasing share of GDP from services in developed and developing economies. The document then discusses classifying and analyzing different elements of services. It explores factors driving transformation in services and an expanded marketing mix framework. The final sections cover topics like managing first impressions, influencing buying decisions, complaint handling, and guidelines for effective resolution. Overall, the document provides an overview of important concepts for understanding and managing services quality and marketing professional services.
The document outlines a 7-step marketing toolkit. Step 1 involves establishing strategic priorities. Step 2 identifies overall service offers. Step 3 segments and profiles customers. Step 4 defines targeted service offers for each segment. Step 5 transforms offers into benefits for each segment. Step 6 translates benefits into targeted messages. Step 7 communicates messages through conversations. The toolkit is demonstrated through activities defining segments, offers, and benefits for different customer groups like students or library users.
This document discusses marketing principles including the 4Ps (Product, Price, Place, Promotion) and the value delivery process. It explains that the 4Ps fulfill customer needs but value is relative based on competitors. It then defines each P and how companies can enhance value at each step through approaches like using quality materials, efficient distribution channels, and widely available products. Communicating additional benefits beyond the product is key to promoting value. The marketing environment that affects strategy is also summarized, including micro factors like suppliers, customers and competitors, and macro external forces.
This is work I did as account supervisor and strategist on Dime bank during my time at Concept Farm. All information presented is strictly confidential and should not be share, saved, or printed by any third parties.
This document discusses key aspects of services marketing. It defines what a service is, noting that services are intangible, perishable, and require simultaneous production and consumption. It also outlines several challenges of services marketing, such as differentiation, the intangible nature of services, the importance of building trust, and the difficulty of proactively generating leads. Additionally, the document introduces the services marketing triangle framework, which illustrates the interactions between a company's internal marketing to employees, external marketing to customers, and the interactive marketing that occurs when employees deliver the service to customers.
1. Service Marketing:
7P’s, Thailand Cases and STP
Gumporn Suwannachim(Will)
Head of International Business,RMUTP
gumporn.s@rmutp.ac.th
π
2. RMUTP
• Located in Central of BKK(5 campuses)
• Hand-On experience
• Graduate level(Business,HomeEco, MCT)
• International Business Major(English Program)
4. Visiting Instructor
• Teaching Service Marketing at BSP.
• Data Collection(Research).
• Explore BSP faculties’ interest in Research
Collaboration.
• Inviting BSP Faculties and Student to RMUTP
5. Collaboration
• Faculties and Student Exchange Program
• Joint Degree in International Business
Major(BSP Diploma+2.5 years)
• Internship@Bali and BKK
• Scholarship
8. Thailand
• is an independent country that lies in the heart
of Southeast Asia.
• Population is Thai(major),Chinese and Malay.
• Tourist Destination.
36. Traditional Marketing Mix
ll elements within the control of the firm that
A
communicate the firm’s capabilities and image to
customers or that influence customer satisfaction
with the firm’s product and services:
Product
Price
Place
Promotion
37. Expanded Mix for Services –The 7 Ps
Product
Price
Place
Promotion
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.
51. 'Thailand Tourism Product Packaging'
• haracteristics in short as follow;
C
• ) Time saving
1
• ) Ease of purchase
2
• ) All products services related to area of
3
interest
• ) Less price risk
4
52. • For issue number 1:Time Saving
It should be related to channels available(Distribution
Channel) to offer tourists more convenience by
reducing the amount of time(Time Consuming) so,
they do not have to spend time searching what city
has offered.
• The samples of this issue should be various advertising
and channel accessibility i.e. brochures, in-flight
magazines, websites, pamphlets, ete.
56. For issue number 2 : Ease of purchase
• With one single purchase, everything tourists need for
their visit is provided, including hotels and attractions.
• Also, use words and images to convey the product's
benefits help consumers to make the purchase
decision.
• The samples of this issue should be Hotel packages
offering (Like One stop service) i.e. buy 3 days 2
nights get free scuba diving and city tour.
58. For issue number 3 : All products services
related to area of interest.
• Attractions, food,and other activities related to
specific interest i.e. history or sports.
• The samples of this issue should be special activitiy
offering for special interest i.e. develop a package that
allow couples to have wedding in underwater or a
romantic historic setting, Spa vacation package, Hiking
trekking and nature tour, Golf vacation package,
Culture History (Songkran/ Loy Krathong/ 9 lucky
BKK temples tour)
65. • Why People do
• (and Do not)complaint
A variety of negative emotion can occur following a
service failure:
• nger,discontent, disappointment,self-pity, and anxiety
a
• any customers are very passive about their
M
dissatisfaction, simply saying or doing nothing(emotion-
focused coping).
What are they going to do with Service online
72. Type of Complainers
• Passive
• least likely to take any action, and unlikely to
say anything to the provider.
• less likely than others to spread negative
word of mouth, and unlikely to complain to a
third party.
• Sometimes their personal values or norms
argue against complaining.
73. Type of Complainers
• Voicers
• These customers should be viewed as the service’s
provider best friends!
• They are actively complain to the service provider,
but less likely to spread negative word of mouth, or
to go to third parties with their compliant.
• Give company second chance because they believe
complaining has social benefits for the company as
they voice their opinions.
74. Type of Complainers
• Irates(Furious customer)
• angry with the service provider.
• believe that complaining to the provider can have
social benefits
• engage in negative word-of-mouth communication
with friends and relatives and to switch providers.
• Less likely to give second chance to service
provider.
75. Type of Complainers
• Activists
• complain to the provider, they will tell others,
and more likely they complain to third parties.
• Complain fit they personal norms.
• They have a very optimistic sense of the
potential positive consequence of all type of
complaining