The document discusses service marketing, highlighting its unique characteristics such as intangibility, inseparability, perishability, and variability, which differentiate it from product marketing. It outlines the service marketing mix (7Ps), including people, process, and physical evidence, while comparing services to tangible products. Additionally, it introduces the PGDBA marketing management course at MIT School of Distance Education, detailing skills gained, career opportunities, and advantages of their flexible learning approach.

1. MIT School of Distance
Education
Services Marketing

2. What is Service Marketing ?
• Service marketing refers to the activities
and processes involved in promoting and
selling intangible products or services.
• Unlike physical goods, services are
intangible and are often characterized by
their perishability, inseparability, variability,
and lack of ownership.
• Effective service marketing strategies aim
to address these unique characteristics
and create value for both the service
provider and the customer.

3. 1) Intangibility: Services cannot be touched, seen, or felt before purchase.
Marketing efforts need to focus on conveying the benefits and value of the
service.
2) Inseparability: Services are often produced and consumed simultaneously,
making the interaction between the service provider and the customer
crucial.
3) Perishability: Services cannot be stored or inventoried, making it essential
to manage demand and capacity effectively.
4) Variability: Services can vary in quality and consistency due to the
involvement of human elements and factors.
Understanding the Service Characteristics:

4. 1) Product (Service): Define the core service and any additional
features or enhancements.
2) Price: Determine the pricing strategy, considering the perceived
value of the service.
3) Place: Focus on the distribution channels and locations where the
service is made available.
4) Promotion: Develop marketing communication strategies to
promote the service.
Service Marketing Mix (7Ps):

5. 5) People: Recognize the importance of service personnel in
delivering quality service.
6) Process: Design efficient and effective processes for delivering
the service.
7) Physical Evidence: Address the tangible cues that support the
service experience.
Service Marketing Mix (7Ps) (Cont’d)

6. Tangibility:
Products: Tangible goods that can be touched, seen, and physically measured. Examples include smartphones, clothing,
and cars.
Services: Intangible offerings that cannot be touched or seen before they are experienced. Examples include healthcare,
education, and consulting.
Production and Consumption:
Products: Generally, the production of goods is separate from their consumption. Products are manufactured, stored,
and then purchased by consumers.
Services: Often, services are produced and consumed simultaneously. The production and consumption of services may
occur in real-time and involve direct interaction between the service provider and the customer.
Ownership:
Products: Customers own and possess the physical goods they purchase. Ownership is transferred from the seller to the
buyer.
Services: Customers do not own the service but rather experience it. The service provider provides a valuable experience
or outcome during the period of service delivery.
Service Vs. Product

7. Customization:
Products: Customization is often limited, and variations may require separate production processes or options.
Services: Services can be highly customizable based on the individual needs and preferences of the customer.
Quality Assessment:
Products: Quality is often assessed before purchase through product features, reviews, and physical inspection.
Services: Quality is often assessed during or after the service delivery, making it dependent on the customer's experience
and perception.
Marketing Mix:
Products: The marketing mix includes the traditional 4Ps - Product, Price, Place, and Promotion.
Services: The services marketing mix often includes additional elements such as People, Process, and Physical Evidence,
making it the 7Ps.
Service Vs. Product (Cont’d)

8. A marketing manager is someone who takes charge of promoting a company's products or services
and their main goal is to effectively advertise the business to attract customers and enhance its
overall image in the market.
The PGDBA Marketing Management course focuses on equipping students with the knowledge and
skills necessary to effectively plan, implement, and analyze marketing strategies.
With PGDBA Marketing Management course learn Communication Skills, Strategic Thinking, Market
Research Skills, Leadership Skills, Customer Focus etc.
Why pursue PGDBA in Marketing Management ?

9. Why MITSDE ?
• Understand the basic concepts of marketing
• Develop analytical skills to forecast market movement
• Learn Marketing Information System tools for effective CRM,
implementation of marketing strategies and perfect the marketing
mix
• Evaluate and strategize according to the ethical and environmental
scenario
• Apply knowledge of concepts and tools to develop creative
marketing strategies and overcome challenges

10. 1) Advertising Manager
2) Advertising Art Director
3) Market Research Manager
4) Marketing Manager
5) Digital Marketing Manager
6) Public Relations Manager
7) Business Development Manager
8) Brand Manager
Potential Careers Opportunities
:

11. MIT School of Distance Education is one of the largest distance learning center in India. We offer various
Post Graduate Diploma and Certificate programs & Online MBA Course across various industry sectors that
include Operations Management, Project, Information Technology, Banking and Finance, Digital Marketing,
Business Analytics and many more. MITSDE has, an online assessment system, flexi-learning approach and
provides state-of the-art Learning Management System (LMS) which is in line with its mission 'flexible
learning opportunities anywhere, anytime, and to provide ultimate convenience, ease, and flexibility to our
students.
About US

12. o Regularly updated syllabus
o Industry-relevant course offerings
o Courses taught by Industry Experts
o Affordable courses
o No cost EMI options
o Self-paced learning
o Live webinars and doubt solving sessions
o Quick and highly-responsive student
support
o Dedicated student support team
Advantage of learning with MITSDE

13. Placement Record at MITSDE
MITSDE has a dedicated Placement Cell providing 100% placement, CV building workshops and Career
Counseling.
Our Student Placement :

14. Placement Record at MITSDE

15. Contact Us
Address:
MIT Alandi Campus, Pune Moshi-Alandi Road,
Alandi-412105,Pune Maharashtra (India)
Phone: 9112-207-207 / 9028-258-800
Email ID: admissions@mitsde.com
Website: www.mitsde.com

16. Thank you