This document presents a summary of key topics in service marketing. It defines services according to Philip Kotler as activities that are intangible and do not result in ownership. It describes characteristics of services such as intangibility, inseparability, heterogeneity, and perishability. It then classifies services into those sold in consumer markets like food, lodging, and insurance, and those sold in industrial markets like financial, advertising, and engineering services. Finally, it discusses strategies for managing differentiation, quality, and productivity in service marketing and common problems in service marketing around intangibility, inseparability of production and consumption, and lack of ownership.

1. A PRESENTATION ON
SERVICE MARKETING
SIDHIQUL AKBAR K.A
ROLL NO 39
MBA FT

2. CONTENTS
• DEFINITION
• CHARACTERISTICS
• CLASSIFICATION
• SERVICE MARKETING STRATEGIES
• PROBLEMS IN SERVICE MARKETING
• CONCLUSION
• REFERENCE

3. DEFINITION : According to philip kotler
“ a service is any activity or benefit that one
party can offer to another that is essentially
intangible and does not result in the
ownership of anything its production may or
may not be tied to a physical product “

4. CHARACTERISTICS
• INTANGIBILITY:
services is intangible in nature. so it is impossible for customers to hear,
see, feel taste or smell before they buy them the buyer has to have faith in
the service provider
• INSEPARABITY:
very often services cannot be seperated from their provider a service
cannot be put on a shelf and bought by the customer when ever needed it
requires the presence of the service provider
• HETROGENITY: service are hetrogenious in nature that is they are highly
variable each unit of service is some what different from other unit of service

5. • PERISHABILITY AND CHANGING DEMAND:
a service has high degree of perishability it cant be stored
unutilised service represent business that lost forever it is an
economic loss
unused power, unoccupid building all represent perishable nature
of services
the perishable nature of a service is not a problem when demand is
steady because it is easy to employ required number of staff in
advance to meet the demand

6. CLASSIFICATION
• SERVICE SOLD IN CONSUMER MARKET
• SERVICE SOLD IN INDUSTRIAL MARKET

7. SERVICE SOLD IN CONSUMER MARKET
• FOOD SERVICE :
food services are offered by hotels, restaurants, etc
to people who have the habit of eating out
• LODGING AND BOARDING SERVICE :
lodging and boarding services are rendered by
hotels and motels
Every day lakhs and lakhs of people use this
service

8. • PERSONAL CARE SERVICE :
personal care service include services offered by
hospitals, beauty parlours, fitness centres etc
development of such services is the outcome of rising
standard of living
• INSURANCE SERVICE :
insurance services are rendered with a view to protect the
people against the risk of loss due to accident, fire, death

9. SERVICE SOLD IN INDUSTRIAL MARKET:
• FINANCIAL SERVICES :
finance is the life blood of any business. Short term finance
is required for carrying out its day to day activities
Long term finance is needed for capital expenditure
ADVERTISING SERVICES:
advertising agencies provide a lot of service in
advertising the industrial goods

10. • OFFICE SERVICES:
There are certain firms that offer services like
duplicating , xeroxing , dtp etc
• ENGINEERING SERVICES:
In india many specialised engineering firms are
functioning with a view to assist the business concerns in
formulating and planning of new projects

11. SERVICE MARKETING STRATEGIES:
• MANAGING DIFFERENTIATION
• MANAGING SERVICE QUALITY
• MANAGING PRODUCTIVITY

12. MANAGING DIFFERENTIATION:
• It is very difficult to differentiate the sevices
rendered by different providers
• Following are the service marketing
differentiation:
• By giving discount
• By differentiating the price
• by differentiating the delivery of service
through branding and symbols

13. MANAGING SERVICE QUALITY
• One of the important ways to differentiate a
service firm is to render high quality service than
competitors
the aim is to meet the customers quality
Therefore the service provider has to identify
customers wants as to the quality of service

14. MANAGING PRODUCTIVITY:
• Service firms are highly intensive
• in order to reduce the cost of service they are
under great pressure to increase their
productivity
• Methods to increase productivity:
By working hard and skillfully
By designing a more effective service
By industrialising the service

15. PROBLEMS IN SERVICE MARKETING:
• service are intangible so it is difficult to judge
quality and value in advance
• while rendering any service physical presence
of performer is necessary
• in service we may pay for its use but we never
own it hence customer has an access but not
ownership of facility

17. THANK YOU!!