Services Mktg.ppt

Services Mktg.ppt

• 1.
  Services Marketing Dr. AtishA. Chintamani
• 2.
  What is aservice?  It is the part of the product or the full product for which the customer sees value and pays for it.
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  What is aservice?  A service is a performance  It is intangible.  It does not result in ownership transfer.  It may or may not be attached with a physical product
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  Services  A Serviceis a form of product that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.  Examples include:  Banking  Hotels  Tax Preparation  Home Repair Services  Telecom
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  The service sector The services sector has been growing at a rate of around 10% per annum in recent years.  More than half of our GDP is accounted for from the services sector.  This sector dominates with the best jobs, best talent and best incomes.
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  Difference between physical goodsand services Physical goods Services Tangible Intangible Homogeneous Heterogeneous Production and distribution are separated from consumption Production, distribution and consumption are simultaneous processes A thing An activity or process Core value processed in factory Core value produced in the buyer- seller interaction Customers do not participate in the production process Customers participate in production Can be kept in stock Cannot be kept in stock Transfer of ownership No transfer of ownership
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  Products, Services, and Experiences Pure Tangible Good Pure Service Soap TangibleGood With Accompanying Services Auto With Accompanying Repair Services Hybrid Offer Restaurant Service With Accompanying Minor Goods Airline Trip With Accompanying Snacks Doctor’s Exam
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  Intangibility Inseparability Variability Perishability Can’t be seen,tasted, felt, heard, or smelled before purchase. Can’t be separated from service providers. Quality depends on who provides them and when, where and how. Can’t be stored for later sale or use. Nature and Characteristic of a Service
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  Tasks in ServiceMarketing  Understanding the nature of Service.  Understanding the customer expectations.  Developing the Service.  Organizing Service Delivery systems.  Pricing & Promotions.  Harnessing the Service elements.  Service Differentiation.  Measuring Service Quality.  Monitoring Service Quality.
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  Understanding the Natureof Service  Service Direction (people or goods)  Service Frequency  Location (single or multiple)  Approach (provider or receiver)  Service Dependency (people or equipment)  Study of Service Process
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  Understanding the Customer Expectations Customer Analysis  Exit Response from the Customer  Consumer Care panels
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  Developing the Service Service Benefits  Service Expectations  Service Offer & elements  Service Quality
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  Organizing Service Delivery systems Location Design  Decision on use of channel partners  Franchising
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  Pricing & Promotions Pricing Strategy  Promotion Strategy
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  Harnessing the Serviceelements  People  Physical Evidence  Process
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  Service Differentiation  Differentiatingthe Offer  Differentiating the actual performance of the service  Differentiating the Image
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  Measuring & Monitoring ServiceQuality  The ServQual Model  The TQM Concept
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  Expected service Management perceptions ofconsumer expectations Marketer Consumer Gap 1 Service delivery (including pre- and post-contacts) Gap 3 Translation of perceptions to service-quality specifications Gap 2 Gap 5 Perceived service External communi- cations to consumers Gap 4 Personal needs Past experience Word-of-mouth communications