Hospitality Marketing Course

1. WeekWeek 1010 Hospitality Marketing
Service MarketingService Marketing
WeekWeek 1010
Service MarketingService Marketing
7Ps7Ps7Ps7Ps7Ps7Ps7Ps7Ps

4. ServicesServices
• Are deeds, performances & processes
provided or coproduced by one entity or
person for another entity or person.
• Are deeds, performances & processes
provided or coproduced by one entity or
person for another entity or person.
• Are deeds, performances & processes
provided or coproduced by one entity or
person for another entity or person.

8. Characteristics of ServicesCharacteristics of Services
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical
• Intangibility
• Heterogeneity
• Perishability
• Inseparability (Simultaneous production &
consumption)
• A service once consumed cannot be returned
• Controlling the quality of services is difficult
• Services cannot be made available in advance
• Time utility is critical

9. Market OrientationMarket Orientation
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.
Market orientation
– Production orientation
– Marketing orientation
• Strong relationship with business performance:
profit, customer retention, new product success
• Is vital for building, maintaining and leveraging
core capabilities that continuously create
superior customer value.

12. The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.
The additional 3 P’s of service marketing, and the 4 Cs
theories were developed in the 1990s as experts realised
that business had to become more customer- centric.
• Customer Value
• Cost
• Convenience
• Communication
Which were directly co-related with the 4P’s; Product,
Price, Place and Promotion respectively.

14. Marketing Mix 4PsMarketing Mix 4Ps

15. 3Ps in Service Marketing3Ps in Service Marketing

16. Marketing Mix 7PsMarketing Mix 7Ps

22. Extended Marketing Mix for ServicesExtended Marketing Mix for Services

25. Five Dimensions of Service QualityFive Dimensions of Service Quality