Mkt

1. 1
The Nature of Services
Marketing
Chapter- 2

2. 2
Objectives of the Session
To understand
 Evolution of Service Firms
 Key Differentiators in Marketing Services
 The Services Marketing Triangle
 The Services Marketing Mix
 Key Marketing Issues Before a Service organization
 New Avenues in Services Marketing

3. 3
Evolution of Service Firms
 Every business is a service business
 Existence of fierce competition in all sectors of service industry
 The derived demand is lowering
 Product specification is key to sustenance
 Importance to segmentation, customer satisfaction, new
product development, service quality etc leads to better
revenue realization.
 Emergence & global appreciation of IT sector shows maturity
of Indian Service sector.

4. 4
Key Differentiators in Marketing
Services Vs durables
 Narrow discrimination in marketing activity done
by service providers
 Lack of appreciation for marketing skills in
service organizations
 Differences in organizational structure of service
firms
 Problems in determining costs for pricing of
service.
 Constraints and opportunities for not-for-profit
service organizations.

5. 5
The Services Marketing Triangle
Internal
Marketing
External
Marketing
Interactive
Marketing
Company
Front-Line
Employees
Customers

6. Traditional marketing mix
 Product
 Price
 Place[ distribution]
 Promotion
6

7. 7
 People mouth to mouth publicity, references
 Physical Evidence- Signage, employee dress, Business
card, market reports and statement. Tangible objects which propagates
products specification.
 Process The actual procedures & mechanism by which services is
delivered. Process is also operating system for marketing mix.
The Service Marketing Mix

8. 8
Key Marketing Issues Before a Service
organization
Managing differentiation
 Service premises
 Packaging
 Service personnel
 Tools and equipment used
 Customers
 Convenience
 Name/ brand of the service establishment
Managing productivity
Managing service quality

9. 9
New Avenues in Services Marketing
Trade shows and trade fairs
Rapid growth of internet users
Boom in IT sector
Increased demand for greater mobility

10. 10
Summary
 Evolution of Service Firms
 A Different Approach for Marketing Services
 The Services Marketing Triangle
 The Services Marketing Mix
 Key Marketing Issues Before a Service
organization
 New Avenues in Services Marketing

11. 11
Thank you