Why Study Services ?
What Are the Principal Industries of the Service Sector ?
Powerful Forces Are Transforming Service Markets
What Are Services ?
Four Broad Categories of Services-A Process Perspective
Service Pose Distinct Marketing Challenges
The Traditional Marketing Mix Applied to Services
The Extended Services Marketing Mix for Managing the Customer Interface
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
This is a compilation of introductory notes on Service Marketing with emphasis on meaning, evolution, universal nature of services, challenges to delivering services and finally basic insights into 7Ps of marketing from the perspectives of marketing of services.
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
This is a compilation of introductory notes on Service Marketing with emphasis on meaning, evolution, universal nature of services, challenges to delivering services and finally basic insights into 7Ps of marketing from the perspectives of marketing of services.
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
In this presentation, we will discuss the marketing procedure in the services, how to organize marketing planning and analyze marketing opportunities. We will also talk about the selection process of target market, developing the service marketing mix and managing marketing effort.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
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"
"A holistic view into performance marketing" by Selcuk Atli at Master in Grow...★ Selcuk Atli
A holistic view into performance marketing.
In this presentation, Selcuk Atli who is founder and CEO at Boostable explains how marketers should view different advertising channels in their toolbox and allocate their spend with their goals in mind.
Presentation at the Master in Growth Conference in Istanbul December 2014.
Gain a Holistic View of your Customer's JourneyPlatfora
Today, companies are capturing information about customers at every touchpoint, but the reality is that most companies are working with siloed marketing data because they’re using disparate tools to track online, offline, web, social, mobile, and advertising data.
In this presentation, Rod Fontecilla, VP of Application Modernization at Unisys, explains how his team uses Platfora to analyze, interact and understand data to drive customer success at Unisys.
Rod will highlight three specific Unisys use cases of Platfora, one of which involved a timely text survey sentiment analysis that produced insights enabling a course correction in favor of improved customer satisfaction.
The future of integrated campaigns: the art of transmedia planningtitofavino
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
Brand Building of FMCG Products via Mobile MarketingPreetish Panda
Primary and secondary research on usage of mobile technology as medium for brand building of FMCG products. Mobile technologies included in this research paper are mobile phones, palmtops and tablet PCs.
We are an end to end Digital Communication Company based out of Chennai. We cater digital services including Website Development, Custom Application Development, Mobile App Development, e-learning and Social Media Engagement
Meaning of Service; Characteristics of Services; Classification of Services; Marketing mix of services; Customer involvement in services; Building customer loyalty; GAP model; Balancing demand & capacity.
Meaning of Service, Characteristics of services, Classification of Services.Marketing mix of services, Customer involvement in services, building customer loyalty. GAP Model, Balancing demand & supply.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
3. OVERVIEW OF CHAPTER 1
Why Study Services ?
What Are the Principal Industries of the Service Sector ?
Powerful Forces Are Transforming Service Markets
What Are Services ?
Four Broad Categories of Services-A Process Perspective
Service Pose Distinct Marketing Challenges
The Traditional Marketing Mix Applied to Services
The Extended Services Marketing Mix for Managing the Customer Interface
5. WHY STUDY SERVICES ?
“… because services are not just valuable in there
own right, they are the source of much of the
(added) value in the manufacturing sector today…”
Forbes Magazine
6. WHY STUDY SERVICES ?
Services Dominate the Economy in Most Nations
Growth in the Service Economy is Widely Recognized
Increasingly Contributes to the Economic Development of many Regions.
Service Dominated Economy will take Place over time as Per Captia
Income Rises
7. WHY STUDY SERVICES ?
Contribution of Service Industry to GDP globally
Figure 1.2 Source : The World Factbook 2008, Central Intelligence Agency
9. WHY STUDY SERVICES ?
China Accounts for only 40%
But it’s Economy has been dominated by Agriculture,
Manufacturing and Construction Industries
China is investing heavily in Service Infrastructure, shipping
facilities, new airports
Saudi Arabia Services only contribute 35%
It’s Core source of Income is Oil
10. WHY STUDY SERVICES ?
Most New Jobs Are Generated by Services
Employment to Shrink in Manufacturing, Mining and Agriculture
Demand will increase in knowledge based industries
Service Jobs will require significant training and educational qualifications,
but employees will be more highly compensated
Understanding Services Offers a Personal Competitive Advantage
11. PRINCIPAL INDUSTRIES OF THE
SERVICE SECTOR
Diverse Sector Includes many services
Are not Highly Visible unless you happen to work in that industry
US Government has developed a new way to classify industries
Standard Industrial Classification (SIC) developed in 1930s
NAICS—North American Industry Classification System—now
used to compile and record economic data by national statistical
agencies of the U.S., Canada, Mexico
12. EXAMPLE OF SERVICE INDUSTRIES
Health Care : Hospital, Medical Practice, Dental Care, Eye Care
Professional Services : Accounting, Legal, Architectural
Financial Services : Banking, Investment Advising, Insurance
Hospitality : Restaurant, Hotel, Bed and Breakfast, Ski resort
Travel : Airline, Travel Agency, Theme Park
Others : Hair styling, Pest Control, Plumbing, Lawn Maintenance,
Counseling services, Health Club, Interior Design
13. TRANSFORMATION OF SERVICE
MARKETS
Powerful Forces are Transforming Service Markets
Government Policies
Social Changes
Business Trends
Advances in Information Technology
Globalization
16. TRANSFORMATION OF SERVICE
MARKETS
Government
Polices
Figure 1.6 Factors Stimulating the Transformation of the Service Economy Source (Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
17. TRANSFORMATION OF SERVICE
MARKETS
Social
Changes
Figure 1.6 Factors Stimulating the Transformation of the Service Economy Source (Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
Wealth
18. TRANSFORMATION OF SERVICE
MARKETS
Business
Trends
Figure 1.6 Factors Stimulating the Transformation of the Service Economy Source (Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
19. TRANSFORMATION OF SERVICE
MARKETS
Advances in
IT
Figure 1.6 Factors Stimulating the Transformation of the Service Economy Source (Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
20. TRANSFORMATION OF SERVICE
MARKETS
Globalization
Figure 1.6 Factors Stimulating the Transformation of the Service Economy Source (Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
21. WHAT ARE SERVICES?
The Historic View
Adam Smith (1776) Services are Different from Goods because
they are perishable.
Say (1803) Consumption cannot be separated from
production, services are intangible
A Fresh Perspective : Benefits without Ownership
Christopher Lovelock and Evert Gambeson , Services involve a
form of rental which customers can obtain benefits .
22. DEFINITION OF SERVICES
McDonald and Payne (2011)
“A service is an activity which typically has some element of intangibility
associated with it. It involves some interaction with customers or property in
their possession, and does not result in a transfer of ownership. A change of
condition may occur and provision of the service may or may not be closely
associated with a physical product.”
McDonald, M. Frow, P. and Payne, A. (2011) Marketing Plans for Services A Complete Guide: 3rd
Edition
23. DEFINITION OF SERVICES
Gilmore (2003 )
“A service has been described as an act, a process and a performance.
Services can be more widely described as economic activities that create
‘added value’ and provide benefits for customers (consumers or
organizations).”
Gilmore, A. (2003) Services, Marketing and Management
24. DEFINITION OF SERVICES
Lovelock and Chatterjee (2016)
“A service is an act or performance offered by one party to another. Although
the process may be tied to a physical product, the performance is essentially
intangible and does not normally result in ownership of any of the factors of
production.”
Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology, Strategy:
7th Edition)
25. SCOPE OF SERVICE
Service as an Organization, that is the entire business or not-for-profit structure that
resides within the service sector. For example, a restaurant, an insurance company, a charity.
Service as Core Product, that is, the commercial outputs of a service organization such as a
bank account, an insurance policy or a holiday.
Service as Product Augmentation, that is any peripheral activity designed to enhance the
delivery of a core product. For example, provision of a courtesy car, complimentary coffee at
the hairdressers.
Service as Product Support, that is, any product- or customer-oriented activity that takes
place after the point of delivery. For example monitoring activities, a repair service, up-
dating facilities.
Service as an Act, that is service as a mode of behaviour such as helping out, giving advice
26. VALUE ADDED BY PHYSICAL, INTANGIBLE ELEMENTS
HELPS DISTINGUISH GOODS AND SERVICES (FIG 1.6)
Lovelock, C. Wirtz, J. and
Chatterjee, Jayanta.
(2016) Service
Marketing People,
Technology, Strategy:
7th Edition)
27. 4 CATEGORIES OF SERVICES
People Processing
Possession Processing
Mental Stimulus Processing
Information Processing
28. PEOPLE PROCESSING
Requires Tangible Action in order to obtain
Services
Must Enter the Service System
Must Enter the Service Factory
Time varies in order to get people-processing
services ( Location)
Example Customer has to visit Dental Care in
order to get facilitated by the Service
29. POSSESSION PROCESSING
Customer are less Physically Involved
Customer's involvement usually is limited to dropping
off the item
Production and Consumption are Separable
Customer may prefer to be present during service
Delivery
Example Car maintenance, Pest Control ,
Malfunctioning Elevator
30. MENTAL STIMULUS PROCESSING
Ethical Standards are Required
To Obtain full benefits requires investment
of time and mental effort
Recipients doesn’t need to be Physically
present
Example Educational Institutes
31. INFORMATION PROCESSING
Most Intangible form of Service
It can be transformed into more enduring tangible forms
Neither customer nor the recipient is needed to be present
Only requires Information
Example Banks, Law Firms, Marketing Research
32. SERVICES POSE DISTINCT MARKETING
CHALLENGES
Eight Common differences between Services and
Goods, they do not apply to all equally to all Services
Marketing management tasks in the service sector
differ from those in the manufacturing sector
33. DIFFERENCES, IMPLICATIONS, AND MARKETING-
RELATED TASKS (TABLE 1.1)
Source :- Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology,
Strategy: 7th Edition)
34. DIFFERENCES, IMPLICATIONS, AND MARKETING-
RELATED TASKS (TABLE 1.1)
Source :- Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing People, Technology,
Strategy: 7th Edition)
35. TRADITIONAL MARKETING MIX
Product – The product or service being offered
Place – The distribution and logistics involved in making the
product/service available
Price – The price or fees charged and the terms associated with
its sale
Promotion – The communications programme associated with
marketing the product or service
36. EXTENDED MARKETING MIX FOR
SERVICES
People
All human actors who play a part in service delivery and thus
influence the buyer’s perceptions: namely, the firm’s personnel, the
customer, and other customers in the service environment.
Physical Evidence
The environment in which the service is delivered and where the firm
and customer interact, and any tangible components that facilitate
performance or communication of the service.
Process
The actual procedures, mechanisms, and flow of activities by which
the service is delivered—the service delivery and operating systems.
38. REFERENCES
Forbes :- https://www.forbes.com
The World Factbook 2008, Central Intelligence Agency
https://www.cia.gov/index.html
McDonald, M. Frow, P. and Payne, A. (2011) Marketing Plans for Services A
Complete Guide: 3rd Edition
Gilmore, A. (2003) Services, Marketing and Management
Lovelock, C. Wirtz, J. and Chatterjee, Jayanta. (2016) Service Marketing
People, Technology, Strategy: 7th Edition)