services marketing

1. SERVICES MARKETING
ALPHA COLLEGE OF ARTS & SCIENCE
BBA – SHIFT II
MS. A. VIDHYA, ASST. PROF

2. UNIT - I
What is service?
Services are deeds, processes and
performances.
- Zeithaml and Bitner
Conclude - services as activities,
benefits, or satisfactions that are
offered for sale or provided with sale
of goods to the customer, that is, pre-
sale and after-sales services.

3. SERVICE PRODUCT
A service is an intangible
product involving a deed,
a performance, or an
effort that cannot be
physically possessed.’

4. PHYSICAL PRODUCTS
Physical products are
merchandise, apparel,
and other physical goods
you sell and ship to
customers.

5. SERVICE ENVIRONMENT
All external conditions, whet
her natural or induced, to w
hich items of material are lik
ely tobe subjected througho
ut their life cycle.

6. SERVICE DELIVERY
Service delivery is a
component of business that
defines the interaction
between providers and
clients

7. SERVICE DELIVERY SYSTEM
service culture,
service quality,
employee engagement
and
customer experience.

8. PERISHABILITY
Perishability is used in
marketing to describe the
way in
which service capacity
cannot be stored for sale in
the future.

9. DEFINE SERVICE CHAIN
direct and indirect source
of potential service
interaction

10. SERVICE OPERATION SYSTEM
backstage activities, such
as staff training, stock
replenishment, etc., as well
as the front stage aspects
of the operation

11. GROWTH OF SERVICE ORGANISATION

12. CHARACTERISTICS OF SERVICES
Intangibility
Perishability
Inventory
Lack of Transportability
Lack of Homogeneity
Labour Intensity
Demand Fluctuations
Buyer Involvement
Inconsistency
Inseparability

13. CLASSIFICATION OF
SERVICE
1) Classification of service based on
tangible action
a) Services for people
b) Services for goods
2) Classification of services based on
intangibility
a) Services directed at people’s mind
b) Services directed at intangible assets

15. A GENERAL CLASSIFICATION
 Business services.
 Communication services.
 Construction and related engineering services.
 Distribution services.
 Educational services.
 Environmental services.
 Financial services.
 Health-related and social services.
 Tourism and travel-related services.
 Recreational, cultural, and sporting services.
 Transport services.
 Other services not included elsewhere.