Amity Business School MBA Class of 2010, Semester III Services Marketing Mix Prof. P K Bansal
Mix Elements in Goods <ul><li>Product  – Ingredients, parts, components, size, shape, packaging, quality </li></ul><ul><li...
Additional Tools in Services <ul><li>Process </li></ul><ul><li>People </li></ul><ul><li>Physical evidence </li></ul>
Service Product <ul><li>Service package  –  supporting facility </li></ul><ul><li>and facilitating goods </li></ul><ul><li...
Price <ul><li>Price goes by different names </li></ul><ul><li>Intangibility  and price </li></ul><ul><li>Price and  qualit...
Pricing Approaches <ul><li>Cost based </li></ul><ul><li>Competition oriented </li></ul><ul><li>Market based </li></ul><ul>...
Service Promotion <ul><li>Promotion was once frowned upon </li></ul><ul><li>Communication at  pre-purchase  stage </li></u...
Promotion Guidelines <ul><li>Provision of  tangible clues </li></ul><ul><li>Word-of-mouth  communication </li></ul><ul><li...
Service Distribution <ul><li>Availability  is critical for consumption </li></ul><ul><li>Goods are storable and transporta...
Channels in Services <ul><li>Multi-site strategy </li></ul><ul><li>Multi-service strategy </li></ul><ul><li>Multi-segment ...
Franchising a common form of Reaching to Customers <ul><li>Nirula’s </li></ul><ul><li>Domino’s </li></ul><ul><li>NIIT </li...
Merits and Challenges of Franchising <ul><li>Risk sharing </li></ul><ul><li>Growth </li></ul><ul><li>Knowledge gains </li>...
Service Location <ul><li>Importance  of location – convenience considerations </li></ul><ul><li>Preempting  competition  b...
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Cd53b03 Services Marketing Mix

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Cd53b03 Services Marketing Mix

  1. 1. Amity Business School MBA Class of 2010, Semester III Services Marketing Mix Prof. P K Bansal
  2. 2. Mix Elements in Goods <ul><li>Product – Ingredients, parts, components, size, shape, packaging, quality </li></ul><ul><li>Price – Monetary sacrifice, discounts, psychic and time cost </li></ul><ul><li>Promotion – Advertising, sales promotion, sales force, public relations </li></ul><ul><li>Place – Logistics, distribution channels, service levels, inventory management </li></ul>
  3. 3. Additional Tools in Services <ul><li>Process </li></ul><ul><li>People </li></ul><ul><li>Physical evidence </li></ul>
  4. 4. Service Product <ul><li>Service package – supporting facility </li></ul><ul><li>and facilitating goods </li></ul><ul><li>Balancing tangible and intangible components </li></ul><ul><li>Core and supplementary services </li></ul><ul><li>Service core and augmentations </li></ul><ul><li>Service levels </li></ul>
  5. 5. Price <ul><li>Price goes by different names </li></ul><ul><li>Intangibility and price </li></ul><ul><li>Price and quality </li></ul><ul><li>Service customisation and price </li></ul><ul><li>Non-monetary aspects and price </li></ul>
  6. 6. Pricing Approaches <ul><li>Cost based </li></ul><ul><li>Competition oriented </li></ul><ul><li>Market based </li></ul><ul><li>Price and customer value </li></ul>
  7. 7. Service Promotion <ul><li>Promotion was once frowned upon </li></ul><ul><li>Communication at pre-purchase stage </li></ul><ul><li>Communication at consumption stage </li></ul><ul><li>Post-purchase and communication </li></ul>
  8. 8. Promotion Guidelines <ul><li>Provision of tangible clues </li></ul><ul><li>Word-of-mouth communication </li></ul><ul><li>Refrain from over-promising </li></ul><ul><li>Promote within the system </li></ul><ul><li>Use imagery </li></ul><ul><li>Continuity </li></ul>
  9. 9. Service Distribution <ul><li>Availability is critical for consumption </li></ul><ul><li>Goods are storable and transportable </li></ul><ul><li>Services cannot be pre-produced and stored </li></ul><ul><li>Inseparable from provider </li></ul><ul><li>Obstruction in adoption of goods-oriented approach </li></ul>
  10. 10. Channels in Services <ul><li>Multi-site strategy </li></ul><ul><li>Multi-service strategy </li></ul><ul><li>Multi-segment strategy </li></ul>
  11. 11. Franchising a common form of Reaching to Customers <ul><li>Nirula’s </li></ul><ul><li>Domino’s </li></ul><ul><li>NIIT </li></ul><ul><li>Lakme Parlors </li></ul><ul><li>Dr Lal’s Pathological Labs </li></ul><ul><li>Subhiksha </li></ul>
  12. 12. Merits and Challenges of Franchising <ul><li>Risk sharing </li></ul><ul><li>Growth </li></ul><ul><li>Knowledge gains </li></ul><ul><ul><li>Image inconsistencies </li></ul></ul><ul><ul><li>Ownership of customer franchise </li></ul></ul><ul><ul><li>Motivation and control </li></ul></ul><ul><ul><li>Disputes </li></ul></ul>
  13. 13. Service Location <ul><li>Importance of location – convenience considerations </li></ul><ul><li>Preempting competition by location </li></ul><ul><li>Location and demand management </li></ul><ul><li>Location considerations – access, visibility, parking, expansion possibilities, regulatory considerations </li></ul>

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