The document discusses different levels of service products that provide benefits to customers. It begins by defining a service as a mix of tangible and intangible elements that aims to satisfy consumers. There are four levels:
1) Core level: The basic benefits that satisfy basic customer needs.
2) Actual level: The tangible aspects like brand name, design and quality that accompany the core service.
3) Augmented level: Intangible aspects like after-sales service and delivery that support the actual product.
4) Potential level: Additional benefits or features that can be added to attract new customers. Each level provides increased value to customers. The document uses examples like tax consultants and catering services to illustrate the different
Service marketing- customer relationship managementsksbatish
customer relation management in service sector, the profitability segmentation of customers in service marketing, service marketing, the types of customers in various segmentation,
Services can be classified in two ways-
Classification based on industry.
Classification based on ‘nature of process by which services are created and delivered’.
EMPLOYEES ROLE IN SERVICE DELIVERY - Module 4Azam FA
The importance of people in the marketing of services is captured in the people element of the services marketing mix, which is described as all of the human actor who play a part in the service delivery and thus influence the buyers perceptions: namely the firm’s personnel, the customer and other customers in the service environment.
Service marketing- customer relationship managementsksbatish
customer relation management in service sector, the profitability segmentation of customers in service marketing, service marketing, the types of customers in various segmentation,
Services can be classified in two ways-
Classification based on industry.
Classification based on ‘nature of process by which services are created and delivered’.
EMPLOYEES ROLE IN SERVICE DELIVERY - Module 4Azam FA
The importance of people in the marketing of services is captured in the people element of the services marketing mix, which is described as all of the human actor who play a part in the service delivery and thus influence the buyers perceptions: namely the firm’s personnel, the customer and other customers in the service environment.
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Cloud Net providers of business telephone services have put together a breif presentation on their products and services.
Cloud Net provide telephone systems, business phone systems, commercial phone systems, business phone, phone systems, business telephone
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Cloud Net providers of business telephone services have put together a breif presentation on their products and services.
Cloud Net provide telephone systems, business phone systems, commercial phone systems, business phone, phone systems, business telephone
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
In this presentation, we will discuss the basic concept of product, types of product and terms and their meaning in the context of evaluating the value of a certain product.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
A common complaint against value-based strategy is that it's too hard for the average business person to quantify value. That it's a task best left to an expert with a complex spreadsheet. We could not disagree more. LeveragePoint has worked with hundreds of cross-functional managers to successfully apply the steps of economic value modeling.
In this presentation, we are happy to share our expertise for tackling common value estimation challenges such as estimating intangible or "soft" value (such as risk and brand recognition), justifying the value of a bundled offer, plus much more.
Conferencia Simultánea CISCO / Logicalis
León Grekin, Director Financial Services - Cisco Systems, Inc.
12º Congreso Internacional de Tecnología para el Negocio Financiero
2. Service Offer
►A service means an idea or a good
that involves a mix of tangible and
intangible elements, which aims
to satisfy the consumers.
► A Service package is a bundle of
features and benefits relevant to
specific target market.
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3. Service Product Level
Different levels at which product offers certain benefits
that satisfy the customer needs i.e.
Core level
Potential
Product (Basic benefits)
Actual level
Augmented (Design, quality, Packaging,
Product
Brand name)
Augmented level
Actual
Product (Warranty, installation,
delivery, customer service)
Potential level
(customized service
Core
Product features like hairstyling,
signatures)
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4. Level1:Core Benefits.
► The core benefit of any
Potential
Product product is to satisfy the
Augmente
basic needs of a
d Product
customer.
Actual
Product ► For example, when a
customer hires the services
of a tax consultant, he
Core
Product expects the consultant to
calculate the tax to be paid
on his income.
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5. Level 2 Actual Product:
► The tangible aspects like brand
name, features, design, quality
etc, are attached to the services,
Potential
Product
along with service, constitute the
actual service offering.
Augmente ► For example, when a company
d Product
hires the services of a reputed
Actual consultant like Mckinsey, the
Product
quality, some special features and
design, and the brand name
Core
accompany the core service of
Product consultation.
► The strategy at this level involves
organizations branding, adding
features and benefits to ensure that
their product offers a differential
advantage from their competitors.
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6. Level 3: Augmented Product:
► The intangible aspects that support
a service constitute the augmented
product along with the actual
Potential
Product
product.
► These are developed around the
Augmente
d Product
actual and core products to satisfy
the customer like: after sales
Actual service, warranty, delivery and
Product
installation so on.
► Marketers differentiates their
Core services with the help of augmented
Product product.
► For example, when a customer hires
the services of a caterer, apart from
food, the caterer takes care of
decorating the dining hall, inviting the
guests and serving them well.
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7. Level 4: Potential Product:
► The features or benefits that can
be added and which would be of
value to the customers contribute
Potential
Product
to the potential product.
► This scope for adding more
Augmente
d Product
benefits or features, provides an
opportunity for marketers to
Actual redefine their products by
Product
extending the present offerings
and thus attracting new
Core
customers.
Product ► For example, A parlour can enable
customers to choose their
personalized hairstyle with the help
of new technology by superimposing
various hairstyles on the self image of
a customer.
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8. Activity 1
► Choose a service company with
which you are familiar and show
how services marketing applies
specific to a product?
Duration 5 minutes
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