How do we define and classify services, and how do they differ from goods ?
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Slides on Chapter 12, Question 1, of Marketing Management (Kotler Et. Al.) by Dhananjay Goel.
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How do we define and classify services, and how do they differ from goods ?
- 1. Designing and managing services Based on the book, marketing management by Kotler et. Al.
- 2. How do we define and classify services, and how do they differ from goods ?
- 3. What is a service ?
- 4. It’s an act of performance
- 5. Offered by one to the other
- 6. A service is essentially intangible
- 7. A service does not result in ownership of anything ! Every sense of loss comes from a false sense of Ownership. – Buddhism.
- 8. Production of a service may or may not be tied to a physical product.
- 9. Examples of services (government services)
- 10. Examples of services (Private non-profit) Private non-profit colleges Private non-profit organizat
- 13. Examples of services (retail
- 14. Categories of service mix
- 15. 1. Pure tangible good Soap toothpaste
- 16. 2. Tangible good with accompanying services Car Car service
- 17. Hybrid mix of goods & services = + preparationFood Restaurant meal
- 18. Service with accompanying tangible goods Additional goods li Air travel also offers
- 19. Pure service
- 21. 1. Equipment based or people based Automated car wash Manual window washing v/s
- 22. 2. Difference between service processes buffet Fast food Candle light
- 23. 3. Need (or lack of) of client’s presence Brain surgery: presence needed Car repair: presence not needed v/s
- 24. 4. Needs to meet: personal or business ?
- 25. 5. Difference in objectives and ownership
- 27. 1. inseparability • Service cannot be separate from the service provider • the Service provider eventually becomes a part of the service. • Production and consumption of services go hand in hand
- 28. 2. variability • Services are highly variable in nature and differ in quality from one service provider to the next. • They depend on who provides them, where, when & to whom!
- 29. 3. intangibility • Services cannot be seen, tasted felt, heard or smelt before they are bought. • They are essentially intangible in nature.
- 30. 4. perishability • Services cannot be stored. • They’re perishable, and subject to their demand and supply.
- 31. Credits & References • Flickr.com • Images.google.com
- 32. Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com PROF. SAMEER MATHUR IIM LUCKNOW DHANANJAY GOEL IIT DELHI