Mba i mm-1 u-5.1 service marketing
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This document discusses key aspects of service marketing. It notes that the services sector accounts for over 50% of family spending and 60% of GDP in many countries. Some major benefits of the services sector are its ability to provide jobs, stability even during recessions, and potential for global trade growth. Characteristics that make services different than goods include intangibility, inseparability of production and consumption, variability, and customer participation. Services are also classified in various ways such as by industry, target effect, skill level of provider, and degree of customer involvement. Service encounters and blueprints are also discussed as tools for understanding and improving service interactions.
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Service marketing
Service marketing provides an experience with the promise of results. It involves promoting economic activities offered by businesses to clients, such as telecommunications, health treatment, and financial services.
Some key characteristics of service marketing include intangibility, inseparability, variability, and perishability. Services cannot be seen or touched before being experienced. They are produced and consumed simultaneously. The quality of a service can vary with each use. And services cannot be stored after being provided to a customer.
Customer satisfaction is important for recurring sales and positive word-of-mouth promotion that contributes to economic growth. The 7 Ps marketing mix framework includes traditional factors like product, price, and promotion, as well as additional factors for services like people
Services marketing
The document discusses various aspects of services marketing. It begins by defining key terms like marketing, services, and customer expectations. It then covers characteristics of services like intangibility, heterogeneity, inseparability, and perishability. The challenges of services marketing are discussed along with potential solutions. Key frameworks for understanding customer expectations and service quality are introduced, including the SERVQUAL model. Strategic issues like market segmentation, targeting, positioning, and differentiation strategies are also summarized.
Services distributions
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Classification of services
Service can be classified in several ways, including by market segment, degree of tangibility, skills of the service provider, goals of the service provider, degree of regulation, degree of labor intensiveness, and degree of customer contact. In India, services contribute 60% to GDP and 35% to employment, with 80% of exports dominated by high-skilled services like software and communication. Services can be categorized as catering to end consumers or organizational customers, having tangible, rental, or non-good offerings, and requiring highly skilled or unskilled labor. They can also be profit-making or non-profit, face high, limited, or absent regulation, and be equipment-based, people-based, requiring un
Service marketing mix
The marketing mix for services is extended beyond the traditional 4Ps of product, price, place and promotion. It also includes people, process and physical evidence. The service marketing mix considers how the organization designs the service, delivers it through processes, and provides tangible evidence to customers through physical surroundings and materials. It also focuses on the important role of employees and customers in service delivery.
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Service marketing
Service marketing provides an experience with the promise of results. It involves promoting economic activities offered by businesses to clients, such as telecommunications, health treatment, and financial services.
Some key characteristics of service marketing include intangibility, inseparability, variability, and perishability. Services cannot be seen or touched before being experienced. They are produced and consumed simultaneously. The quality of a service can vary with each use. And services cannot be stored after being provided to a customer.
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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.
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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.
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Services have five key characteristics: (1) lack of ownership, (2) intangibility, (3) inseparability of production and consumption, (4) perishability, and (5) heterogeneity. The marketing of services also involves analyzing the 7Ps of the marketing mix - product, price, place, promotion, people, physical evidence, and process. Managing services is more complicated than managing products because services are harder to standardize due to the many input factors involved, including people, physical environment, and operational processes.
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2) Evaluating service alternatives including attributes that can be evaluated before or after purchase. It also discusses perceived risks of services.
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- 1. SERVICE MARKETING 1 Course: MBA-I Subject: MARKETING MANAGEMENT - 1 Unit: V
- 2. SERVICES The sector of Explosive growth More than 50% of the average family’s budget is spent on services Share of services in the country’s GDP is about 60% & likely to grow Service sector is expected to grow @7%
- 3. MAJOR BENEFITS OF SERVICE SECTOR To provide largest no. of jobs Least affected by recession & highly stable Potential for global trade in services with the implementation of WTO
- 4. Significance of Service Marketing Intensive competition Growing consumer awareness Increasing specialization (hospitals, hotels) Market sophistication Technology
- 5. Why should you Focus on service marketing Tremendous scope for employment Highly rewarding Globalised opportunities Challenging Scope for innovation Scope for self employment (we help) Suited for women ( customer courtesy)
- 7. Characteristics Intangibility: It cannot be taste, feel & smell before they are bought unlike physical product. The intangibility creates a feeling of uncertainty about the outcome of service. Inseparatebility: Services cannot be separated from the services provided (we cannot separate the service from the product) in fact the product delivers consumption of a service. Variability: Services of highly variable. It is almost impossible to have the same service from the same seller the second time.
- 8. Contd…. Customer participation: Service product is not a one side activity customer are core product of services. The product quality of services greatly depends upon the ability, skills and performance of the employees as well as the activity and performance of the customer. No ownership here we cannot transfer ownership from one person to other person that particular service belongs to particular person because its purely intangible Pershability They cannot be stored
- 9. Product And Service Marketing Mix
- 10. Differences B/W Goods and Services
- 11. Classification of service It is required to design & apply marketing techniques to completely satisfy the customer & increase profit & identify new emerging services Classification can be done on the following basis Classification by industry Classification by target effect Skill level of service provider (professional/Non professional) Labour intensiveness(people-based/ equipment- based) Degree of customer involment
- 12. Classification by industry Entertainment industry Education Telecommunication Finance & insurance Transportation Public utilities Government services Health Hospitality industry Business services
- 13. Classification by target effect Based on degree of customer involment People processing:- service aimed at physical care Ex:-health care, clinics, restaurants, hospital, hair stylist, fitness centers. Mental Stimulus processing:- services aimed at mind of customer Ex:-education, information, entertainment, consulting, psychotherapy. Possession processing:- Service aimed at physical possession & tangible assets Ex:- repair & maintance, Laundry, repair Services, House cleaning services
- 14. Contd…. Information processing:- service for tangible assets Ex:- banking legal consultation, brokerage , financial service. Skill level of service provider:- Teacher Doctor Engineer Accountant
- 15. Lobour Intensiveness Mechanic Electrician Labour Plumber Artisan
- 16. Degree of customer contact High degree (every day)-TV channels, Mobile etc….. Moderate Degree(regular)- teacher, barber, washer man etc… Low degree(occasional)-priest, doctor etc…
- 17. Service encounter A service encounter is a period of time during which customer interact directly with a service. It is also called as "Moment of Truth“ Service encounters are transactional interactions in which one person (e.g., a vendor, office clerk, travel agent) provides a service or good (e.g., a product, an appointment, airline tickets) to another person.
- 18. Service blueprint The blueprint is an operational tool that describes the nature and the characteristics of the service interaction in enough detail to verify, implement and maintain it.
- 22. REFERENCES en.wikipedia.org/wiki/Services_marketing www.mktgsensei.com/MKTG478/kotler_mm1 3e_media_13.ppt PHILIP KOTLER (BOOK-MARKETING MANAGEMENT- CHAPTER-13) 22