CREATED BY: MR. RYAN JAY D. LAWAS - ACLC COLLEGE OF MANDAUE HRM DEPARTMENT

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2.  The major differentiation between services
and good is the notion of intangibility. (EXAMPLE)
 The INTANGIBILITY of the product and the
service accompanies it.
 For marketing executives: to understand
what customer want from the service
organization and then adapt accordingly.
(click)
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3. (DIFFERENCES OF SERVICES & GOODS)
o INTANGIBILITY
o PERISHABILITY
o HETEROGENIETY
o SIMULTANEOUS
PRODUCTION &
CONSUMPTION
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4.  Incapable of being touched or perceived by
touching or unable or difficult to be
perceived by the five senses.
 Service is experienced, rather than possessed
 Buyers are not sure what are they buying or
what they will get.
 Buyers are buying based on their
expectations or what they want to receive.
 MARKETER’S ROLE is to set and manage these
expectations.
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5. BECHTEL ISLA NAVIDAD
Conference Center
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6.  The intangibility of the services is very hard for
marketers you need to persuade prospective
buyers, while not promising that cannot be
delivered.
 FIRST STEP is to develop these
 Then do the traditional method advertising, direct
marketing, personal selling & publicity & Online
marketing.
 Using words like “the finest”, “the ultimate”
 Or tangibilizing the intangibles.
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8.  Most of the services have fixed capacity.
 Perishability & fixed capacity also impact product
availablity.
 Customers do not care ‘bout perishability but they
do care for their expectations to be met.
 The challenged for a marketer is to balance out the
demand & the capacity as much as possible.
 If service is an element that is being marketed,
then SERVICE is an element of the customer
expectation that should be provided.
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10.  It refers to the variation and lack of
uniformity in the service being performed.
 “moment of truth”
 Consistency of service is very difficult
because of the human-intensive nature
providing a service.
 Believing that “Customer is always Right”
 There is a wide variations in customers
assessment of QUALITY, and what satisfies
one may very well not satisfy another.
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12.  THE CHALLENGES OF MARKETERS OF
SERVICE:
1. “Moment of Truth”
2. What is appropriate to one may not be appropriate
to another.
3. Service to one customer may affect the service
delivered to another.
 “a lack of assurance to the product you market is
the product actually produced.
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13.  The buyer must be present to experience
(consume) the service provided (produced)
 EMPLOYEES are also part of the product (click)
because they are producing the service while
customers consumes.
 Every time we purchase a service, regardless
of how many times of purchase, there is a
possibility of completely a new experience.
The customer cannot consume what the seller
cannot produce.
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14.  Smiles can be aggravated than welcome if the
customer’s problem unresolved.
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16. PHYSICAL PRODUCT
Is a tangible component of the service.
PRICE is tangible and it tangibilizes The tangibles.
Physical component satisfies or may not satisfy
customers basic needs.
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18.  Also known as “servicescape”
 Physical environment which the service is
delivered.
 The servicescape at the check-in may be the
business desk with one clerk each.
 It includes the spatial lay out, signs &
symbols.
 Sign may not only direct customers they may
also directs prosedures.
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20.  This defined as “how the service works in theory”
 “plan your work”
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22. BACK
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23. BACK
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