The document discusses the role of distribution in services and examines challenges in delivering people-processing, possession-processing, and information-based services through physical and electronic channels. It also explores the role of intermediaries and drivers of globalization for services. Distribution impacts information/promotion flow, negotiation flow, and product flow. Physical and electronic channels need to complement each other. Globalization drivers include competition, technology, cost, and government policies, which impact different service types uniquely.
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.
This P.P.T explains the various service environmental factors.A service marketer have to understand about these service environmental factors before taking any major decision about marketing of service.
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.
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.
This P.P.T explains the various service environmental factors.A service marketer have to understand about these service environmental factors before taking any major decision about marketing of service.
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.
An insight into why Ghari Detergent is a successful product, especially in the rural market of the country, its SWOT analysis, marketing mix, and Michael Porter;s Five Forces Model. Also, a suggestion on a variety of strategies which could be implemented to increase the reach and market share of the product, in reference with the Ansoff Matrix.
Service Marketing in Healthcare Sector- Case Study of HBRGaurav Singh Bisen
Presentation on Service Marketing concepts relating with Cleveland Hospital in USA. Including all major aspects of services marketing like
1. GAP MODEL
2. Service Marketing Triangle
3. Zone of Tolerance
4. Service Quality Dimensions.
5. Service Blueprint
6. Indian perspective-Wish Mode
7. Practo-Healthcare Startup of India
Identity and Access Management (IAM) Linkage to
Innovative Service Delivery
February 17th, 2012
Victoria, B.C.
Brian Reed, IAM Practice Lead,
HP Enterprise Services, Canada
MIS 16 Application of MIS (Service Sector)Tushar B Kute
These presentations are created by Tushar B Kute to teach the subject 'Management Information System' subject of TEIT of University of Pune.
http://www.tusharkute.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
2. Examine the role that distribution plays in services
Determine challenges faced by people-processing,
possession-processing, and information based services
Implications of delivery through physical and
electronic channels
Understand the role of intermediaries
Determine the drivers of globalization of services
4. Experiences, performances and solutions are not shipped or
stored
Distribution impacts the typical sales cycle in three ways:
1. Information and promotion flow: distribution of
information and promo materials relating to service offer.
Objective: to get the customer to buy the service
2. Negotiation flow: reaching an agreement on service
features and configuration, terms of offer, so purchase
contract can be closed . Eg sell a ticket
3. Product flow: services like people/possession processing
require a physical facility for service delivery. Here dist
strategy requires development of local sites. Eg internet
banking etc
5. Safekeeping
Track package movements
Check repair status
Core: Use Web to deliver information-based core services
Core
Consultation
Conduct e-mail dialog
Use expert systems
Order-taking
Make/confirm reservations
Submit applications
Order goods, check status
Hospitality
Record preferences
Billing
Receive bill
Make auction bid
Check account status
Exceptions
Make special requests
Resolve problems
Payment
Pay by bank card
Direct debit
Information
Read brochure/FAQ; get schedules/
directions; check prices
7. Decisions on when, how,where to deliver
service have an important effects on nature
of customer experience.
They determine the type of encounters with
service personnel, price and other costs
incurred to obtain the service
Does the nature of service or firms
positioning requires customers in physical
contact with personnel, equipment and
facilities
8. Customers visit service site
Service providers go to customers
Service transaction is conducted remotely
9. Customer goes to service organization
Service organization comes to customer
Customer and service organization
transact remotely (mail or electronic
communications)
Theatre
Barbershop
Bus service
Fast-food chain
House painting
Mobile car wash
Credit card
company
Local TV station
Mail delivery
Broadcast
network
Telephone
company
Type of Interaction between Customer
and Service Organization
Single Site Multiple Sites
Availability of Service Outlets
10. Customers visit the
service site
•Location
convenience,
operation schedules –
imp if customer has
to be physically
present-thro service
delivery or for
transaction
•Models used for
location analysis:
traffic, retail gravity
transport etc
•Focus on less people
processing
Service providers go to
customers
•Supplier visits the
customer
•Catering
services, corporate
services
Transact remotely
•Never see facilities or
meet personnel face
to face
•Few service
encounters through
mail, email etc
11. use of diff channels to deliver the same service – cost
implications: eg banking services
For complex and high-perceived risk services, people
rely on personal channels eg loans
Individuals with greater confidence and knowledge
about a service/channel use impersonal and self-
service channels
Customers with social motives use personal channels
Convenience is a key driver of channel choice
12.
13. Understand customer needs and
expectations, competitive activity,and
nature of service operation
Where should a service be located in a brick
and mortar context
Cost, productivity,access to labor
14. • Operational requirements determine
the location. Eg airport
• Geographic constraint,economies of
scale Eg multispecialty hospital
Location
constraints
• Small service factories to maximize
geographic coverage
• Eg banks in supermarkets
Ministores
• Closer to customers
residential/workplace
• Petrol pumps with retail chains
Locating in
multipurpose
facility
15. Past history- fixed hours of work,legal and
social norms
Caused inconvenience
change to 24/7 service
17. Eg Swissotel
Technological Innovations
Development of “smart” mobile telephones and PDAs as well as
Wi-Fi high-speed Internet technology that links users to Internet
from almost anywhere
Voice-recognition technology
Websites
Smart cards
- Store detailed information about customer
- Act as electronic purse containing digital money
Increase accessibility of services
Deliver right information or interaction at right time
Create and maintain up-to-date real-time information
18. Internet facilitates 5 categories of “flow”
Information
Negotiation
Service
Transactions
Promotion
Electronic channels offer
complement/alternative to traditional physical
channels
Convenience (24-hour availability, save time,
effort)
Ease of obtaining information online and
searching for desired items
Better prices than in many bricks-and-mortar
stores
Broad selection
19. Recent Developments link Websites, customer
management (CRM) systems, and mobile telephony
Integrating mobile devices into the service delivery
infrastructure can be used as means to:
Access services
Alert customers to opportunities/problems
Update information in real time
21. Many organizations find it cost effective to
outsource certain service tasks. Eg travel
agents booking etc
22. Challenges for original supplier
Act as guardian of overall process
Ensure that each element offered by intermediaries fits overall service concept
As created by
originating firm
As enhanced
by distributor
As experienced
by customer
+Core = Core
Core product Supplementary
services
Total experience
and benefits
23. Popular way to expand delivery of effective service
concept
Franchising is a fast growth strategy, when
Resources are limited
Long-term commitment of store managers is crucial
Local knowledge is important
Fast growth is necessary to pre-empt competition
Study shows significant attrition rate among
franchisors in the early years of a new franchise
system
One-third of all systems fail within first 4 years
Three-fourths of all franchisors cease to exist after 12 years
24. Disadvantages of franchising
Some loss of control over delivery system and, thereby, over
how customers experience actual service
Effective quality control is important yet difficult
Conflict between franchisees may arise especially as they
gain experience
Alternative: license another supplier to act on the
original supplier’s behalf to deliver core product, for
example:
Trucking companies
Banks selling insurance products
26. Marketing services (i.e., physical logistics) face
challenges due to:
Distances involved (geographic areas)
Existence of multiple time zones
Multiculturalism (especially, immigrants and indigenous
people)
Differences in laws and tax rates
Large U.S. companies counter this by:
Targeting specific market segments
Seeking out narrow market niches
Serving multiple segments across a huge geographic
area is biggest marketing challenge
28. People processing services require direct contact with
customers
Possession processing involves services to customer’s
physical possessions
Information-based services include mental processing
services and information processing services
29. People processing services require direct contact with
customers
- Export the service concept: act alone or in partnership
with local suppliers,reach out to new customers,or
follow existing corporate or individual customers or
both. Eg chain restaurants
- Import customers: customers are invited to service
factory with distinct appeal eg bentota ,Goa,medical
tourism
- Transport customers to new locations: operate new
routes and destinations
30. Possession processing involves services to customer’s
physical possessions. Eg repair an dmaintenance
,cleaning,warehousing
31. Information-based services include mental processing
services and information processing services: mental
processing and information processing
- Export service to local factory: college courses
- Import customers Eg students studying abroad
- Export info via telecom and transform it locally:
downloading data
32. Passage of free-trade legislation is important
facilitator of transnational operations
Despite efforts of WTO and GATT, operating in
international markets still difficult
33. Transnational strategy involves integration of strategy
formulation and its implementation across all countries
Market drivers of common customers across countries
and corporate standardization leading to supplier
consolidation
Competition
Technology
Cost
Government policies
34. Export information-based services
Use third parties to market/deliver service concept
Control service enterprise abroad
35. Globalizatio
n drivers
People
processing
Possession
processing
Information
based
Competition Simultaneity of
production and
consumption limits
leverage of foreign
competitive
advantage, but
management
systems can be
globalized
Technology drives
globalization of
competitors with
technical edge
Highly vulnerable
to global
dominance by
competitors with
monopoly or
competitive
advantage in
information
Market People differ
economically and
culturally, so needs
for service and
ability to pay may
vary
Level of economic
development
impacts demand
for services to
individually owned
goods
Demand for many
services is derived
to a significant
degree from
economic and
educational levels
36. Globalization
Drivers
People processing Possession
processing
Information
based
Technology Use of IT for delivery of
supplementary services
may be a function of
ownership and
familiarity with
technology
Need for technology-
based service delivery
systems depends on
possessions requiring
service and the cost
trade-offs in labour
substitution
Ability to deliver
core services
through remote
terminals may be a
function of
investment in
computerization,
etc.
Cost Variable labour rates
may impact on pricing
in labour-sensitive
services
Variable labour rates
may favor low-cost
locations
Major cost elements
can be centralized
and minor cost
elements localized
Government Social policies (e.g.,
health) vary widely and
may affect labour cost,
etc.
Policies may
decrease/increase
cost and encourage/
discourage certain
activities
Policies may impact
demand and supply
and distort pricing
37. Distribution enables information and promotion flow,
negotiation flow, and product flow
Physical and electronic channels play different roles
in the distribution and need to compliment each
other
The original service supplier should manage the
overall process of supplementary services to the
customer
The drivers of globalization of services are
competition, technology, cost and government
People processing services, possession processing
services, and information-based services impact five
groups of drivers differently