•
• Presented by,
• Swetha.T.S.
• Roll No.383
INTRODUCTION
TO
SERVICE MARKETING
MARKETING AND SERVICE
MARKETING- Performance of business activities
that direct the flow of goods and services
from producer to consumer
SERVICE-Intangible ,Involving a deed, not stored
Examples of Service
Industries
• Health Care
– hospital, medical practice, dentistry, eye care
• Professional Services
– accounting, legal, architectural
• Financial Services
– banking, investment advising, insurance
• Hospitality
– restaurant, hotel/motel, bed & breakfast,
• Travel
– airlines, travel agencies, theme park
• Others:
– hair styling, pest control, plumbing, counseling services, health club
SERVICE
According to Kotler “any
act or performance that
one party can offer to
another that is
essentially intangible
and does not result in
the ownership of
anything. Its production
may or may not be tied
to a physical product.”
Characteristics of services
INTANGIBI- LACK OF INSPARABI-
LITY
Heterogeeity
Perishability
OWNERSHIP LITY
PERISHABI- VARIABILITY SIMULTANEI-
LITY TY
SERVICES GOODS
• Service is a deed, a • Good is an object, a
performance, an effort device, a thing
• Intangible or non physical • Tangible or physical
• Cannot be carried and • Can be carried and stored
stored only their effects • Non perishable
can be stored • Can’t be standardize easily
• Perishable • Difficult to control and
measure the quality of
• Can be standardize service
• Can be measured and • Can’t be replaced
control • No resale value
• Can be replaced • Can’t be displayed
• Have a resale value
• Can be displayed
SM Service Marketing
Process of identifying, pricing,
promoting and providing of the right
service in right time to the customers
with a view to satisfy their
requirements and the objectives of the
service provider.
SERVICE
MARKETING
MIX
Service Marketing Mix
Marketing mix in case of service is the
combination of various elements such as
service, place, price, promotion, people,
physical evidence and process designed to
meet the requirements of the target
audience.
Traditional Marketing Mix
All elements within the control
of the firm that communicate
the firm’s capabilities and
image to customers or that
influence customer
satisfaction with the firm’s
product and services.
Expanded Mix for Services --
the 7 Ps
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Evidence
PRODUCT
• Here it refers to services offered
• Product mix places a great emphasis on
quality of services
• Demand from different segments
determines ultimate product mix
• Product innovation also plays a great
role
PLACE
• The means by which products and
services get from producer
to consumer and where they can be
accessed by the consumer
PRICE
• Marketer must be tricky while pricing
services
• Quality consideration override price
consideration
• Competitive practices are taken into
account
PROMOTION
Strategies to make the
consumer aware of the
existence of service
PEOPLE
• Quality of provision of service depend on
people who provide it
• Every employee become sales person
• People to whom services are provided are
also important
• Customers are important to influence other
customers
PHYSICAL EVIDENCE
• How the service is provided?
• First-adequate facilities
• Second-peripherals
PROCESS
• It is the method by which service is
provided
• Process of delivery is more important in
service organisation
3 MORE P’S BY
PATRICK LOW & KIM CHENG
• PROFESSIONALISATION-Way the
service firm runs its business.
• PRODUCTIVITY-Rate of production
after maintaining a proper quality
standard.
• PROACTIVENESS-Way the provider &
employees provide service.
summary
• Marketing and service
• Characteristics of service
• Difference between goods and service
• Service marketing
• Marketing mix