Professional services marketing
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Professional services marketing consists of organized activities and programs by professional services firms that are designed to retain present clients and attract new clients by sensing, serving, and satisfying their needs through delivery of appropriate services on a paid basis in a manner consistent with creditable professional goals and norms.
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This document discusses several key challenges in services marketing. It identifies intangibility, inseparability, and heterogeneity as inherent characteristics of services that make them difficult to standardize and control quality. Other challenges include managing customer expectations, defining and measuring quality, designing effective customer organizations, and positioning services in the marketplace against competitors. Overall, the document outlines the complex nature of services and highlights areas services marketers must address, such as customization, training employees, and emphasizing quality to overcome issues related to intangibility and heterogeneity.
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This document discusses several key challenges in services marketing. It identifies intangibility, inseparability, and heterogeneity as inherent characteristics of services that make them difficult to standardize and control quality. Other challenges include managing customer expectations, defining and measuring quality, designing effective customer organizations, and positioning services in the marketplace against competitors. Overall, the document outlines the complex nature of services and highlights areas services marketers must address, such as customization, training employees, and emphasizing quality to overcome issues related to intangibility and heterogeneity.
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The document discusses customer expectations of service quality. It begins by defining the different types of expectations customers can have - from ideal expectations where they want the best possible service, to acceptable expectations where they expect adequate service, to minimum tolerable expectations. It then discusses the factors that influence the formation of customer expectations, such as word of mouth, past experiences, and personal needs. Meeting or exceeding customer expectations is key to delivering good quality service. Managing customer expectations is the first step for companies.
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An Introduction to Services MarketingWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
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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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.
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This document discusses customer service expectations and how to manage them. It defines customer expectations as beliefs about service delivery that serve as standards against which performance is judged. There are different types of expectations including desired, adequate, and minimum tolerable levels. Factors that influence expectations are discussed, such as internal customer factors, external situational factors, and supplier controlled factors like advertising and pricing. The document provides strategies for managing expectations during the pre-purchase, service encounter, and post-purchase phases. It also discusses how exceeding customer expectations through approaches like building customer relationships and underpromising can help delight customers.
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This document provides an overview of services marketing. It discusses four categories of services: people processing, possession processing, mental stimulus processing, and information processing. It also discusses the traditional marketing mix (product, price, place, promotion) applied to services, as well as the extended services marketing mix of physical evidence, process, and people. Key characteristics of services are discussed, including intangibility, inseparability, heterogeneity, and perishability. The document also covers consumer behavior models for services, including the three-stage model of service consumption and the servuction model. It defines factors that influence customers' expectations and perceptions of service quality. Finally, it discusses differentiated and undifferentiated marketing strategies and how they relate to market
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The document discusses customer expectations of service quality. It begins by defining the different types of expectations customers can have - from ideal expectations where they want the best possible service, to acceptable expectations where they expect adequate service, to minimum tolerable expectations. It then discusses the factors that influence the formation of customer expectations, such as word of mouth, past experiences, and personal needs. Meeting or exceeding customer expectations is key to delivering good quality service. Managing customer expectations is the first step for companies.
Introduction to service marketing
This material has been developed keeping in view the learning needs of beginners of service marketing as an essential element of experience economy.
Service Management Introduction
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.
Service marketing mix or 7Ps of Services
1. The document discusses the service marketing mix, also known as the 7Ps, which extends the traditional 4Ps marketing mix to account for the unique characteristics of services.
2. The 7Ps include Product, Price, Place, Promotion, Process, Physical Evidence, and People. Each P represents an important consideration for marketing services, such as the role of customers in service delivery and the importance of employee training.
3. The service marketing mix framework was developed by Booms and Bitner in 1981 to better capture all the elements that impact a customer's experience with a service beyond just product, price, place, and promotion.
Marketing strategies for service firms
This document discusses marketing strategies for service firms. It defines services and outlines reasons for the growth of the service sector, including changing lifestyles and technologies. The document also discusses segmenting services based on customization and delivery. It identifies types of services and outlines four key strategies for service firms: shifting customer relationships; customer empowerment; customer co-production; and satisfying employees to satisfy customers. Satisfying both employees and customers is important for service quality and loyalty.
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This document discusses key concepts in services marketing. It begins by defining services and classifying them in various ways. It then compares the differences between product and services marketing. Some unique features of services are their intangibility, inseparability, variability, and perishability. Quality, customer expectations, segmentation, targeting, positioning, the marketing mix and other strategies are discussed in the marketing of services. The role of various elements like people, physical evidence, and technology are also summarized.
Introduction to service marketing
This document provides an introduction to services and service marketing. It defines services as intangible products that are deeds, processes, or performances provided by one entity to another. The key concepts of service industries, products, and customer service are explained. Services are described as intangible, inseparable, perishable, heterogeneous, and simultaneously produced and consumed. The challenges of managing services and differences between services and goods are outlined. The large contribution of the service sector to Nepal's GDP and employment is noted. The 7Ps of service marketing and development of the service marketing concept are described. Internal, external, and interactive aspects of the service marketing triangle are explained.
Customers Expectation of a Service
Customer expectations are beliefs about a service that act as standards against which performance is judged. There are different types of expectations including ideal, normative, experience-based, and minimum tolerance levels. Marketers should be aware of factors that influence expectations like perceived alternatives, word-of-mouth, and past experiences. To manage expectations, companies should understand what customers will accept as adequate service and aim to meet or exceed expectations through consistent, high-quality performance.
Module 1 service marketing
This document provides an overview of key concepts in services marketing. It introduces the objectives of Module 1 on services, which are to explain what services are, identify service trends, and outline differences between goods and services. Challenges for services are discussed, including defining quality and ensuring consistent delivery. The services marketing triangle and expanded 7 Ps marketing mix are introduced as frameworks. Gaps in service quality are explained using the gaps model. Characteristics of services like intangibility and simultaneous production/consumption are reviewed.
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.
Customer's expectation & perception of customers
Customers have both expectations and perceptions of the level of service they will receive. Their expectations are influenced by personal needs, past experiences, and promises made by the service provider. Perceptions are formed through service encounters and compared to expectations. If perceptions meet or exceed expectations, the customer will be satisfied. Key aspects of service quality that influence perceptions are reliability, responsiveness, assurance, empathy, and tangibles. Higher customer value relative to costs also leads to greater satisfaction. Satisfied customers are more loyal and help the business grow through positive word-of-mouth.
Service marketing introduction, , classification and challenges
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.
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The document discusses several key aspects of services marketing. It defines services according to Peter Drucker and the Chartered Institute of Marketing. It notes that services are difficult to define because inputs and outputs are often intangible. Kotler's definition of a service as an activity that does not result in ownership is also mentioned. The document outlines some characteristics that distinguish services from goods, such as intangibility, inseparability, heterogeneity, and perishability. It provides examples of how service industries have grown to comprise large portions of modern economies.
Service management.ppt.12
Service ,Supply chain management ,Characteristics of service,Product And Service Marketing Mix
Differences B/W Goods and Services,Classification of service,Service encounter,Service blueprint,service marketing triangle, types of marketing traingle.
An Introduction to Services Marketing
An Introduction to Services MarketingWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
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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4) Cloud implementation services such as provisioning, storage solutions, and migration.
5) Cloud education on topics like public vs private clouds, cloud computing benefits, and building a cloud culture.
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Accountants and solicitors would traditionally have shied away from marketing their services, and many would have felt that marketing activity was beneath them or even is some way “dirty. The reality is that the professions are feeling the economic downturn as much as any other sector, and marketing professional services is more necessary relevant now than it has ever been. This presentation looks at the basics of marketing as it applies to professional services. and
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Significance of Service quality is very important for the success of a service company :
1. To win credibility & get repeat customers : If a company offers quality service consistently, It enjoys repeat business, i.e., customers visit it repeatedly. They may even refer it to their friends & relatives and provide positive word-of-mouth publicity to the quality service offered by the company.
2. To charge premium price : When a company offers superior quality service, compared to its competitors, customers who value quality will always prefer this company to other players in the market. So, the company will be in a position to charge a premium price from customers.
According to Berry & A Parasuraman, service quality is determined by customers using various criteria like credibility, security, access, communications, tangibles, responsiveness, reliability, competence, courtesy, tangibles, understanding, etc. Gronoos also suggested another list of criteria as professionalism & skills, attitude & behaviour, accessibility & flexibility, reliability & trustworthiness, reputation & credibility, and recovery. Since some of these factors are similar or overlapping, the authors have consolidated these into five distinct dimensions,
These dimensions represent how consumers organise information about service quality in their minds. These five dimensions were found relevant for banking, insurance, appliances repair, & maintenance, securities brokerage, long distance tele-service, auto repair service, & others. The dimensions are also applicable to retail & business services. This can be logically extended to internal services as well.
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The document discusses key concepts in service marketing including defining services, characteristics of services, classifications of services, the service marketing triangle, and challenges in managing service quality. It provides an overview of factors that influence the growth of the service sector and how marketing of services has evolved to focus more on areas like segmentation, customer satisfaction, and quality assurance.
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Professional services marketing
- 1. Professional Services Marketing Sachin Sajeev Services Marketing
- 2. Professional Services Professional services include a range of different occupations which provide support to businesses of all sizes and in all sectors
- 3. Professional Services Firm Intangible People Satisfy your owner Leadership Challenges Professional Code of Ethics Changing expectations of clients Increased competition Forces to Cope up with Disdain of Commercialism Association Codes Ethics Equating marketing with Selling Barriers to Marketing
- 4. Professional Services Marketing Professional services marketing consists of organized activities and programs by professional services firms that are designed to retain present clients and attract new clients by sensing, serving, and satisfying their needs through delivery of appropriate services on a paid basis in a manner consistent with creditable professional goals and norms Marketing Professional Services Philip Kotler and RichardA. Connor, Jr.
- 5. What they Need? What is Possible? Sufficient Demand Sustained Growth Profitable Volume Minimal Marketing Hard-Sell Marketing Professional Marketing
- 6. Effective Marketing Strategy for Professional Firm • Expanding Service to Existing Clients • Identifying and Cultivating High Potential Prospective Clients • Widening and deepening personal referral sources • Favourable awareness programs • Service and Market specialization • Replacing Clients
Editor's Notes
- Long term marketing objectives and strategy Dev annual volume, growth, profit obj, plan and budget, responsibilities Organize regular trainings to improve performance Assignment of formal responsibilities Allocation of time and budget System of controls and rewards Ensuring quality of work
- Tax practitioner extending fin service