This document provides an introduction and overview of services. It defines services as intangible deeds, processes, and performances that may include tangible components and are typically produced and consumed simultaneously. The document outlines some key challenges in services like quality, communication, and coordination. It provides examples of common service industries and discusses how the proportion of services in economies has increased over time. Finally, it discusses differences between goods and services and introduces an expanded 7 Ps marketing mix framework for services, focusing on people, physical evidence, and processes in addition to the traditional 4 Ps.
Service marketing introduction, , classification and challengesPROF.JITENDRA PATEL
This Module contain basic of Service Marketing, its definition, major characteristics of Services, its various classification, contribution of service in economy and various challenges faced by service marketer.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Service marketing introduction, , classification and challengesPROF.JITENDRA PATEL
This Module contain basic of Service Marketing, its definition, major characteristics of Services, its various classification, contribution of service in economy and various challenges faced by service marketer.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. The government sector, with its court, employment services, hospitals, loan agencies, military services, police and fire department, postal service and schools, in the service business. An essential ingredient to any service provision is the use of appropriate staff and people. Refers to the systems used to assist the organization in delivering the service. Where is the service being delivered? Physical Evidence is the element of the service mix.
Consumer Behavior in a Services ContextSurya Reddy
Overview of Consumer Behavior in a service context:
Consumer Decision Making: The Three-Stage Model
Pre-purchase Stage
Service Encounter Stage
Post-purchase Stage
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.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Service Positioning
After a service strategy has been identified, a company must decide how to position its product most effectively. The concept of positioning involves establishing a distinctive place in the minds of target customers relative to competing products.
In “The New Positioning: The Latest on the World's #1 Business Strategy”, Jack Trout distills the essence of positioning into the following four principles
1. A company must establish a position in the minds of its targeted customers.
2. The position should be singular, providing one simple and consistent message.
3. The position must set a company apart from its competitors.
4. A company cannot be all things to all people—it must focus its efforts.
Positioning and Marketing Strategy
Companies use positioning strategies to distinguish their services from competitors and to design communications that convey their desired position to customers and prospects in the chosen market segments. There are a number of different dimensions around which positioning strategies can be developed.
A form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. The government sector, with its court, employment services, hospitals, loan agencies, military services, police and fire department, postal service and schools, in the service business. An essential ingredient to any service provision is the use of appropriate staff and people. Refers to the systems used to assist the organization in delivering the service. Where is the service being delivered? Physical Evidence is the element of the service mix.
Consumer Behavior in a Services ContextSurya Reddy
Overview of Consumer Behavior in a service context:
Consumer Decision Making: The Three-Stage Model
Pre-purchase Stage
Service Encounter Stage
Post-purchase Stage
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.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Marketing services is diffferent to marketing physical products, and requires additional markeing tools and techniques. Learn more from Marketing Professional Dee Davey, of Creative Ideas Marketing.
Meaning of Service, Characteristics of services, Classification of Services.Marketing mix of services, Customer involvement in services, building customer loyalty. GAP Model, Balancing demand & supply.
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2. What are Services???
Services are a combination of deeds,
processes, and performances which may
or may not produce final tangible
outcome and do not result to any
transfer of ownership.
2
3. Introduction to Services???
Services are deeds, processes and performance
Intangible, but may have a tangible component
Generally produced and consumed at the same time
3
4. Challenges to Services…
Defining and improving quality
Communicating and testing new services
Communicating and maintaining a consistent image
Motivating and sustaining employee commitment
Coordinating marketing, operations and human
resource efforts
Setting prices
Standardization versus personalization
4
5. Examples of Service Industries
Health Care
hospital, medical practice, dentistry, eye care
Professional Services
accounting, legal, architectural
Financial Services
banking, investment advising, insurance
Hospitality
restaurant, hotel/motel, bed & breakfast,
ski resort, rafting
Travel
airlines, travel agencies, theme park
Others:
hair styling, pest control, plumbing, lawn
maintenance, counseling services, health club
5
6. Tangibility Spectrum
All tangible goods have some intangible
services, while all services include some
tangible goods.
Hence some products are tangible
dominant, while some are intangible
dominant and there are some products
which fall in the middle.
6
8. Percent of U.S. Labor Force by Industry
80
70
60
Percent of GDP
50
40
30
20
10
0 Services
1929 1948 1969 1977 1984 1996 Manufacturing
Mining & Agriculture
Year
Source: Survey of Current Business, April 1998, Table B.8, July 1988, Table 6.6B, and
July 1992, Table 6.4C; Eli Ginzberg and George J. Vojta, “The Service Sector of the U.S.
Economy,” Scientific American, 244,3 (1981): 31-39. 8
9. Percent of U.S. Labor Force by Industry
80
Percent of GDP
70
60
50
40
30
20
10
0
Services
1948 1959 1967 1977 1987 1996
Manufacturing
Year Mining & Agriculture
9
11. Why Services Marketing???
The growth of the services industries across
the world.
Services marketing is different.
Because of the nature of the services, it
requires special focus.
Shift in the paradigm of marketing studies
is required due to the very nature of the
services concerns.
11
12. Differences in Goods & Services…
Intangibility: Because services are performances,
or actions rather than objects, they cannot be seen, felt,
tasted or touched in the same manner that we can
sense tangible goods.
Resulting marketing implications: Intangibility presents several
marketing challenges:
a) Services cannot be inventoried therefore difficult to manage
fluctuation of demand,
b) Services cannot be easily patented and new service concepts
can easily be copied
c) Services cannot be easily displayed or communicated to the
customers, therefore the quality of the services is difficult to
demonstrate.
d) Pricing is difficult.
12
13. Differences in Goods & Services…
• Heterogeneity: Because services are
performances, frequently produced by humans, no two
services will be precisely alike. Again, no two customers
are precisely alike.
Service delivery and customer satisfaction depend
on employee actions
Service quality depends on many uncontrollable
factors
There is no sure knowledge that the service
delivered matches what was planned and promoted
13
14. Differences in Goods & Services…
Simultaneous Production and Consumption :
whereas most goods are produced first and then sold and
consumed, most services are sold first and then produced
and consumed simultaneously. Because of the
simultaneous production and consumption service
producers find themselves playing a role of the product
itself and as an essential ingredient in the service
experience for the consumers.
Customers participate in and affect the transaction
Customers affect each other
Employees affect the service outcome
Decentralization may be essential
Mass production is difficult
14
15. Differences in Goods & Services…
• Perishability: Refers to the fact that services
cannot be saved, stored, resold, or returned.
It is difficult to synchronize supply and demand with
services
Services cannot be returned or resold
15
16. The Services Marketing Triangle
Company
(Management)
Internal External
Marketing Marketing
“enabling the promise” “setting the promise”
Employees Interactive Marketing Customers
“delivering the promise”
Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler
16
17. Services Marketing Mix:
7 Ps of Marketing
Traditional Marketing Mix
Expanded Mix for Services: 7 Ps
Building Customer Relationships Through
People , Processes , and Physical Evidence
Ways to Use the 7 Ps
17
18. Expanded Mix for Services --
the 7 Ps
Product
Price
Place
Promotion
People
Process
Physical Evidence
18
19. Expanded Marketing Mix for Services
People: All human actors who play a part in service
delivery and thus influence the buyer’s perceptions: namely the
firm’s personnel, the customers and other customers in the
service environment.
Process: The actual procedures, mechanisms, and flow of
activities by which the service is delivered – the service delivery
and operating systems.
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.
19
20. Expanded Marketing Mix for Services
PRODUCT PLACE PROMOTION PRICE
Physical good Channel type Promotion Flexibility
features blend
Quality level Exposure Salespeople Price level
Accessories Intermediaries Advertising Terms
Packaging Outlet location Sales Differentiation
promotion
Warranties Transportation Publicity Allowances
Product lines Storage
Branding
20
21. Expanded Marketing Mix for Services
PEOPLE PHYSICAL PROCESS
EVIDENCE
Employees Facility design Flow of activities
Customers Equipment Number of steps
Communicating Signage Level of customer
culture and values involvement
Employee research Employee dress
Other tangibles
21
23. Ways to use the 7Ps
Overall Strategic Specific Service
Assessment Implementation
How effective is a firm’s Who is the customer?
services marketing mix? What is the service?
Is the mix well-aligned with How effectively does the
overall vision and strategy? services marketing mix for a
What are the strengths and
service communicate its
benefits and quality?
weaknesses in terms of the What changes/
7 Ps? improvements are needed?
23