02 basics of services marketing

11
Services Marketing

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ServicesMarketing

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

ProductPricePlace Promotion

Services Marketing Mix

PeopleProcessPhysical Evidence

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

Services Marketing MixPROMOTION

ADVERTISINGPERSONAL SELLINGPUBLICITYDIRECT MARKETING

Services Marketing Mix

PROMOTION

IDENTIFY TARGET MARKET

REGION SPECIFICCONSUMER

ATTENTIONCOLOUR AND

CONTRASTSIZEMEDIUMEXPENDITURE