This document discusses marketing and services. It begins by introducing the presenters and defining a service as a set of consumable benefits. It then defines marketing as communicating the value of a product or service to customers for the purpose of selling it. The document goes on to describe key characteristics of services, the marketing mix/7Ps, internal and external marketing, service classification frameworks, and a chart on tangibility and intangibility of different industries.

1. Presented by:-
Roll no. Name
B-01 Abhishek Ayare
B-10 Rima Jadhav
B-11 Swapnil Jadhav
B-24 Vipul Sangale
B-35 Dikshit Kothari

2. Service:
A service is a set of one time consumable and
perishable benefits
Marketing:
Marketing is the methodology of communicating
the value of a product or service to customers, for the
purpose of selling that product or service.

3. Intangibility
Services are performances rather than objects, they cannot be
seen, felt, tasted or touched like goods.
Inseparability
Services are created and consumed simultaneously; they
cannot
be stored like goods.
Variability
Quality and essence of service vary from producer to producer,
customer to customer, and from day to day; it is largely the result
of human interaction and all the vagaries that accompany it.
Perishability
Services once produced cannot be stored for future use.

4. All elements within the control of the firm that
communicate the firm’s capabilities and image to
customers or that influence customer satisfaction with
the firm’s product and services:
 Product
 Price
 Place
 Promotion

5.  Product
Price
Place
Promotion
People
Process
Physical Evidence

6. Internal
Marketing
Interactive Marketing
External
Marketing
CustomersEmployees
“enabling the
promise”
“delivering the promise”
Movement of Truth
“setting the
promise”
Company

7. Skill type involved
Professional
Non-professional
 Goal of the business
Profit
Non-profit
 Regulatory dimensions
High regulations
Limited regulations
Absent
Demand and supply
Steady
Fluctuating

8.  Intensity of labor used
Equipment based
Automated
Unskilled operations
Skilled Operation
People based
Unskilled
Skilled labor
Professionals
 Customer contact
High customer contact
Low customer contact
 Place and timing
Customer site
Services site
Physical channel
Electronic channel

9.  Customization
Customized services
Standardized services
 Relationship with customers
Ongoing
Formal
Informal
Membership
Tangibility component
Rental Goods
Owned Goods
Non-Goods
Classification by market segmentation
Entertainment services
Government Services
Trading services

10.  Six Service Operating Dimension
 Service is people focus or equipment Focus
 Level of customization
 Length of customer contact time
 Customer contact person empowerment
 Service is product focus or process focus
 Source of value addition
 Front office
 Back office
 Level of Tangibility & Intangibility
Tangibility Intangibility

11. Intangible
Dominant
Soft Drinks
Detergents
Automobiles
Cosmetics
Advertising
Agencies
Airlines
Investment
Management
Consulting
Teaching
Fast-food
Outlets
Fast-food
Outlets
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


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

Tangible
Dominant