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This document discusses services and service marketing. It defines services as deeds, processes, and performances provided by one entity or person for another. It then lists and categorizes common types of services, including healthcare, financial, hospitality, travel, and professional services. The document notes that services have intangible and heterogeneous qualities, unlike standardized products, and are simultaneously produced and consumed. Finally, it states that the line between products and services is blurring, with products taking on more service elements and vice versa.
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SM1.pdf
- 1. Services Marketing Vishal R. Shah Learn It. Love It. Live It.
- 2. WHAT ARE SERVICES? VISHAL R. SHAH Learn It. Love It. Live It. “Services, which can be defined as deeds, processes, and performances, provided or so produced by one entity or person for another entity or person.”
- 3. TYPES OF SERVICES? •Hospital •Medical practice dentistry, eye care •Accounting •Legal •Architectural •Training •Banking •Investment advising •Insurance •Health Care •Professional Services •Financial Services Vishal R. Shah Learn It. Love It. Live It.
- 4. TYPES OF SERVICES? •Restaurant •Hotel/motel •Ski resort, Rafting ••Airlines •Travel agencies ••Beauty •Hair styling •Pest control •Plumbing •Counseling services •Hospitality •Travel Others Vishal R. Shah Learn It. Love It. Live It.
- 5. Service Sector IN INDIA Vishal R. Shah Learn It. Love It. Live It.
- 6. TYPES OF SERVICES •CUSTOMER SERVICE •SERVICE INDUSTRIES •SERVICES AS PRODUCTS •DERIVED SERVICES Vishal R. Shah Learn It. Love It. Live It.
- 7. “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services. Marketing’s key processes are: (1) opportunity identification, (2) new product development, (3) customer attraction, (4) customer retention and loyalty building, and (5) order fulfillment. A company that handles all of these processes well will normally enjoy success. But when a company fails at any one of these processes, it will not survive.” - PHILIP KOTLER What is VISHAL R. SHAH Learn It. Love It. Live It.
- 8. What is SERVICES MARKETING? VISHAL R. SHAH Learn It. Love It. Live It.
- 9. Selling The Invisbile How do you market a service when there is no car to test drive, no shoes to try on, no computer to take home or book to read ? Vishal R. Shah Learn It. Love It. Live It.
- 10. Passionate about you VISHAL R. SHAH Learn It. Love It. Live It.
- 11. The Tangibility Spectrum VISHAL R. SHAH Learn It. Love It. Live It. Sal t Deterge nt Automobil e Cosmeti cs Fast food outlet Fast food outlet Advertisin g agency Airline s Surgeo n Teach er
- 12. PRODUCTS • Tangible • Standardized • Production - Consumption Separate • Non Persihable Services Are DIFFERENT... SERVICES • Intangible • Heterogenous • Production - Consumption Simultaneous • Persihable VISHAL R. SHAH Learn It. Love It. Live It.
- 13. ...Yet Interlinked With products Products Services The idea of “service-less” products or “product-less” services is soon disappearing! THE NEW MANTRA: “It’s all about servicizing the product & productizing the service.”