02 basics of services marketing
TRANSCRIPT
What Is Service
A service is the action of doing something for someone or something. It is largely intangible (i.e. not material).
What is Services Marketing
Services marketing relates to the marketing of services, as opposed to tangible products
The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously)
It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled
The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely.
Nature of Services
Inseparable e.g.: theatre performance
Intangible e.g. motor insurance Perishable e.g. Cricket MatchVariability e.g. auto garageRight of ownership e.g.an
engineer servicing your A.C.
Services Marketing Mix
PRODUCT
WHAT SIZE SHAPE AND THE FEATURE’s SHOULD THE PRODUCT HAVE.
HOW SHOULD IT BE PACKAGED
WHAT ASPECT OF SERVICE IS MOST IMPORTANT TO CONSUMERS
HOW IT IS TO BE DESIGNED
Marketing Mix DeterminationPRICE
PRICE SENSITIVITY OF CONSUMERS
PRICE AWARENESS
NEW PRODUCT LAUNCH
LIST PRICE
DISCOUNTS,ALLOWANCES AND PAYMENT METHODS
Services Marketing MixPLACE
DISTRIBUTIONPROCESS RELATED
ISSUES CONSUMER’S LOYALTY. WHAT TYPE OF RETAIL OUTLET
SHOULD SELL. LOCATION AND IN WHAT
NUMBERS