The document discusses the nature and characteristics of services, how they have evolved over time, and various ways that services can be classified. It notes that services are intangible economic activities that produce utilities for customers in areas like time, place, form, and psychological benefits. The growth of the service sector is examined in the context of advancing technology freeing up labor from agriculture and manufacturing.
One of the Chapters of an MBA Course Series on Services Marketing under Marketing Management that is tought at the B-Schools in India.
This chapter is the Introduction (Part-2) which deals with How to market "Services"
One of the Chapters of an MBA Course Series on Services Marketing under Marketing Management that is tought at the B-Schools in India.
This chapter is the Introduction (Part-2) which deals with How to market "Services"
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Services marketing is a sub-field of marketing, The promotion of economic activities offered by a business to its clients. Service marketing might include the process of selling telecommunications, health treatment, financial, hospitality, car rental, air travel, and professional services.
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services - Challenges and issues in Services Marketing.
Service marketing, CLASSIFICATION OF SERVICERATHESH J
Service Marketing, Characteristics of services, Classification of Services, Service Process, Designing the service process, Service Blueprint, Services marketing mix , 7 P’s of Service Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Services marketing is a sub-field of marketing, The promotion of economic activities offered by a business to its clients. Service marketing might include the process of selling telecommunications, health treatment, financial, hospitality, car rental, air travel, and professional services.
Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services - Challenges and issues in Services Marketing.
Service marketing, CLASSIFICATION OF SERVICERATHESH J
Service Marketing, Characteristics of services, Classification of Services, Service Process, Designing the service process, Service Blueprint, Services marketing mix , 7 P’s of Service Marketing
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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http://sandymillin.wordpress.com/iateflwebinar2024
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A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
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Service sector in our economy
1. Service Sector in Our
Economy
What are services? Nature and
characteristics of services;
Evolution over services
2. What are services?
• Services are economic activities that
produce time, place, form, or
psychological utilities
Time: Maid in a household
Place: Warehousing
Form: Use of database to produce desired
‘form’( format, configuration)
Psychological: Entertainment
3. What are services?
Services are deeds, processes, or performances,
• Deeds: Tangible output- repairs, maintenance services,
consulting services, training, e-commerce applications,
web design, surgery,
• Processes: problem analysis activities, meetings with
client, follow up calls, reporting,
• Performances:
No tangible output- Encounters with customers,
consultations, medical examination, diagnosis
,interviews, teaching,
Intangible accompanied with with physical output-
restaurants, petrol stations, interior decorations
4. What are Services?
• Services include all economic activities whose
output is not a physical product or construction,
is generally consumed at the time it is produced,
and provides added value in forms (such as
convenience, amusement, timeliness, comfort,
or health) that are essentially intangible
concerns of its first purchaser-----Zeithaml
• Customer service is the service provided in
support of a company’s core products. These
are free, whereas for services one has to pay.
5. Services as package of features
(Fitzsimmons and Fitzsimmons)
• Supporting facility; as physical resources;
must be in place before service is offered-
hospital infrastructure, labs.,
• Facilitating goods: product-service
combinations- medical supplies
• Explicit services- benefits which are
observable to the senses- cure of a patient, food
in a restaurant
• Implicit services- psychological benefits, can
be sensed vaguely, such as empathy,
6. What are Services?
With relation to goods, services can be an
end of a pole on a continuum
• Facilitating services: service which is
vital to operate goods, such as delivery of
petrol at petrol station
• Facilitating goods: goods which are vital
to use services, such as food in a hotel
7. Tangibility-Intangibility Continuum
• Petrol
• Automobiles
• Photocopier
• Car retailers
• Restaurants
• Health care
• Haircut
• Stress Counselling ,
taxation services
• 100% goods mfg.
• 80% goods
• 70%goods,
• 70% service
• 80%Service
• 90% service
• 100% service
• 100% service
8. Services and Human Society
Pre-industrial society:
• Major economic activity: Agriculture,
forestry, fishing, mining
• Technology: low; muscle power
• Occupation ; seasonal unskilled jobs
• Social base: Societal living
• Services: Money lending, personal and
household employment , trading,
bartering, military
9. Services and Human Society
Industrial society:
• Major economic activity: Processing,
manufacturing,
• Technology: power, machines, automation
• Occupation: Semi-skilled, technician
• Social base; Individual
• Services: Warehousing, transportation,
marketing, restaurants, banking, warfare
10. Services and Human Society
Postindustrial society:
• Major economic activity: Information and
knowledge, healthcare, recreation
• Technology: High professional skills, Research
and Development, Education
• Occupation: Services, Scientists, professionals
• Social base: Individualism
• Services: Trade, Finance, Real estate, Health,
Research, Insurance, Recreation
11. Classification of Services
• Customer perspective
• Customization and judgment
• Capital vs labour intensity
• Contact of Processor with customer
12. Customer perspective
• For Consumer (facilitating services):
Transportation, Communication, Finance,
Accommodation, Recreation
• To Consumer (human services)
People processing( diagnostic clinic, Mobile
X-ray)
People changing (university, hospital,
church, prison)
13. Customization and Judgment
• High judgment (skills by contact person):
1. High customization: family doctor, hair
dressing, tuition classes, piano lessons, driving
lessons
2. Low customization: Lecture in a class room,
guided tour
• Low judgment (skills by contact person):
1. High customization: Telephone service,
restaurant, hotel service, banking
2. Low customization: Bus service, theatre
14. Capital vs. Labour intensity
• Labour Intensive:
1. Professional: Doctors, solicitors, accountants
2. Skilled: mechanic, decorators, barbers
3. Unskilled: Postman, security guard, porter
• Equipment Intensive:
1. Skilled: Airlines, computer services,
2. Unskilled: Operators in Cinemas, petrol
stations, attendants,
3. Self-service: ATM’s, vending machines
15. Contact of Processor with
Customer
• High Contact: Pure service( Counselling,
medical care, tuitions, hair-cutting)
• High-medium Contact: Mixed service( bank,
insurance broker, legal advisor)
• Low –medium Contact: Quasi-mfg.(
Processing of insurance claims, distance
learning, production of films)
• Low Contact: Extractive/mfg.: car mfg. oil
refining
High contact is more difficult to design and control
and Low contact easier to design and control
16. Classification based on Service
providers
• Producer Services (Intermediate markets)
1. Financial services: banking, insurance
2. Shipping and distribution: ocean, rail,air
3. Professional and technical: design, legal
4. Other services: computer, postal, travel
• Consumer services (final market to citizen)
1.Retailing
2. Health care
3. Recreation
4. Education
5. Social services
6 Personal services-restaurants, repairs, laundry
17. Sectorial Clssification-
Murdick
• Retail and Wholesale services
• Non-profit services
• Producer services: Finance, Insurance, Real
estate, Business services, Legal services,
Membership organizations, Misc. professional
services
• Consumer services: Health care, Education,
Personal services, Car repairs, Hotel/motel/food
services, Leisure services, Private households
18. Classification on Types of Services
Primary: agriculture, animal husbandry,
mining,
Secondary; Goods production, processing,
Manufacturing
Tertiary: Transport, Recreation
Quaternary: Trade, finance, insurance, real
estate
Quinary: Health, education, research,
Government
19. Classification of Services as per
Macro-economy
1. Wholesale, Retail Trade, Restaurants,
and Hotels
2. Transport, Storage, and Communication
3. Finance, Insurance, Real Estate, and
Business Services
4. Community, Social, and Personal
Services
20. Reasons for growth of Services
• High productivity in agriculture and
manufacturing releases labour
• Regularity of jobs in industry and services
• High returns in trade, professions
• Increase in urbanization
• Preference for knowledge work against muscle
power
• Growth in individualism
Society progresses from agriculture to
industrial to service economy
22. Implications of Intangibility
• Services cannot be owned
• Services cannot be inventoried or stocked
• Services cannot be displayed
• Services cannot be communicated
• Services cannot be packed
• Services cannot be transported
• Services cannot be patented
• Pricing is difficult
23. Heterogeneity or Variability
No two services are alike : Tailoring, saloons
• service as performance may differ from
person to person, hour to hour and day to
day;
• human transactions between customers
and employees vary; human emotions
vary at time of transactions
• Services for humans
24. Implications of Heterogeneity
• No standardization or consistency
• No surety of what is delivered matches
planning
• Quality cannot be controlled entirely by the
supplier
• Customer satisfaction depends on both
employee and customer actions
• Service delivery depends on both
employee and customer actions
25. Simultaneity or Inseparability
Simultaneous production and consumption-
food in a restaurant, diagnosis by a doctor
• Customer can be present while service is
being produced
• Customer has to be present when service
is delivered
• Customer interaction is essential
26. Implications of Simultaneity
• Mass production is difficult
• Customer presence affects the transaction
• Service providers find themselves playing
the role of product itself
• Decentralization becomes essential, as
economies of scale do not exist
• Locate the facility near to the customer
• Customers affect the nature of service
experience of other customers
27. Perishability
Seats on a flight, cinema, class lecture last
for a specified time
• Services cannot be saved
• Services cannot be stored
• Services cannot be resold
• Services cannot be returned
28. Implications of Perishability
• Difficult to synchronize supply and
demand
• Cannot take advantage of sudden high
demands
• Inability to carry inventory
• Demand forecasting is more important
• Recovery strategies when things go wrong
• Capacities are normally over booked to
ensure high utilization.
29. Easy to Imitate
• Banks, Business schools, Restaurants, Hotels,
Travel agencies, Airlines immediately copy
services offered by others.
• It is therefore difficult to gain competitive
advantage over others
• It is also not possible to obtain patents
• Advantages of being first to introduce ,therefore
do not exist as in tangible products
30. Pricing
• Tangible products are promoted through
trade discounts, payment discounts, bulk-
purchase discounts. But services have
limitations
• There are no set formulas to arrive at
service costs.
• There can be wide variations between the
fees charged by two solicitors or
advocates
31. Service Organization as a
System
• Organization: Defined by mission, strategies
and policies; to meet customer needs in the
environment
• Operations system: Designs the service
package and delivery system in cooperation with
marketing, finance, HR and runs the system to
produce services
• Marketing System: manages contacts with
customers, sales promotion, distribution and
market research, service delivery system
32. Service Organization as a
System
• Human Resources System: Selection,
hiring, training of service providers
• Feedback system: From the customers
and employees
33. Service as a Resource, Function,
Product
• Resource: Information, technology,
knowledge, wisdom-Intellect service
• Function: Design, maintenance, and
training
• Product: Software