This document discusses key aspects of marketing services. It begins by defining a service as any intangible act or performance provided by one party to another. Examples of common service industries like healthcare, professional, and hospitality are provided. The 7Ps of the service mix - product, price, place, promotion, people, physical evidence, and process - are then outlined. Key characteristics of services like intangibility, inseparability, variability, and perishability are explored. The document concludes by introducing the "service gap model" which identifies 5 gaps between expected and perceived service quality from the customer and provider perspectives.

1. SERVICE MARKETING
Presented by-Prashant Kumar sahoo

2. SERVICE
MEANING
A Service is any act or performance that one party
Offer to another that is essentially intangible and
does not result in the ownership of anything. It may
or may not be tied to a physical product.

3. EXAMPLE OF SERVICE
INDUSTRY
HEALTH CARE SERVICE
Hospital, medical practice, eye care etc.
PROFESSIONAL SERVICE
Accounting, legal, Architectural etc.
HOSPITALITY SERVICE
Restaurant, hotel, bed& breakfast, rafting etc.
OTHER SERVICE
Hair styling, lawn maintenance, Health hub etc.

4. SERVICE MIX
Service mix is 7 types such as-:
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Physical evidence
7. Process

5. PRODUCT
To satisfy the needs and wants of the target
market.
Examples-: Product variety, Quality, Design etc.

6. PRICE
To make the product affordable to the target
market
and reflect value of benefit provide.
Examples-: List price, Discount, Allowances etc.

7. PLACE
To make the product conveniently available to
the
to the target market consistent with their
purchasing
pattern. Examples-: Location, Channels,
Transport etc.

8. PROMOTION
To build and improve consumer demand.
Promotion
has three components called the promotion mix
as
fallows-:
1. Advertising
2. Public relation
3. Sales promotion.

9. PEOPLE
They are the target consumer’s of the
company.
They are the ones who are the consumer

10. PROCESS
The process of product is essential in
marketing.
This determines the capability of the product to
supply the demand of the consumer’s.

11. PHYSICAL EVEDIANCE
Physical evidence is the first destination of a
product.
A product could be easily recognized its
appearance.

12. CHARACTERISTICS OF
SERVICE
Four distinctive characteristics greatly affect the
design of marketing programs. Such as-:
1.Intangibility
2.Inseparability
3.Variability
4.Perishability

13. INTANGIBILITY
You can not hold or touch a service unlike a
product.
In saying that although service are intangible
the
the experience consumer’s obtain from the
service
has an impact on how they will perceive it.
What
do consumer’s perceive from customer service,
the

14. INSEPARABILITY
Service cannot be separated from the service
provi-
ders. A product when produced can be taken
away
from the producer. However a service is
produced at
or near the point of purchase.

15. VARIABILITY
It gives the nature of services, each service
offering
is unique and cannot be exactly repeated even
by
the same service provider. While products can
be
mass produced and be homogenous the same
is not
true of services.

16. PERISHABILITY
Service last a specific time and cannot be
stored
like a product for later use. The service is
developed and used almost simultaneously.
Again because of
this time constraint consumer demands more.
Examples-: If you travelling by train, coach or air
the
services will only last the duration of journey.

17. SERVICE GAP MODEL

18. GAP MODELS OF SERVICE
QUALITY
 CUSTOMER GAP:
- Difference between customer exception and
perception
 PROVIDER GAP1: (THE KNOWLEDGE GAP)
- Not knowing what customers except
 PROVIDER GAP2: (THE SERVICE DESIGN &
STANDARD GAP)
- Not having the right service designs and
standards

19.  PROVIDER GAP 3: (THE SERVICE PERFORMANCE
GAP)
- Not having the right service standards
 PROVIDER GAP 4: (THE COMMUNICATION GAP)
- Not matching performance to promises
 PROVIDER GAP 5: (GAP BETWEEN PERCIVED SERVICE
AND EXPECTED SERVICE)
- The consumer misperceive the service quality.