7 r of axis & sbi bank

7/31/2019 7 R OF AXIS & SBI BANK

1/23

Click to edit Master subtitle style

8/5/12

Services Marketing


2/23

8/5/12

Characteristics of servicesIntangibility

Inseparability

Perishability

Variability


3/23

physical goods and

servicesPhysical goods Servicestangible intangible

homogeneous heterogeneous

Production and distribution are separatedfrom consumption

Production, distribution and consumptionare 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


4/23

8/5/12

Services could meetPersonal needs haircuts, tution, massageparlours

Business needs courier services, officecleaning services, delivering fresh flowers


5/23

8/5/12

Marketing Implications of Eight differences

between Services Marketing and GoodsDifference:-Most service products cant beinventoried

Implications:-

Customers may be turned away or haveto wait.

Marketing Related tasks:-

1)Smooth demand through dynamicricin and reservations.


6/23

8/5/12

Difference:-Intangible elements usuallydominate Value creation.Implications:-

Its harder to evaluate services and

distinguish from competitors as thecustomers cant taste, smell or touch.

Marketing Related tasks:-

1)Make services tangible throughemphasis on physical clues.

2)Employ vivid images in advertising,branding.


7/23

8/5/12

Services are often difficult to visualize and

understand.

Implications:-

Customers perceive greater risks anduncertainty.

Market-Related Tasks:-1)Educate customers to make good

choices, explain what to look for.


8/23

8/5/12

Customers may be involved in co-production.

Implications:-

Customers interact with providers

equipment , facilities , and system.

Market-Related Tasks:-

1)Develop user friendly equipments andsystems.

2)Train customers to perform effectively.


9/23

8/5/12

People may be the part of the service

experience.

Implications:-

Appearance , attitude and behavior of service personnel and other customers canshape the experience and affect satisfaction.


1)Recruit,Train and Reward theemployee.

2)Target the right customers at the right


10/23


11/23

8/5/12

Time factor often assumes great importance.

Implications:-

Customers see time as a scarce resource

and dislike wasting time waiting.


1)Find ways to compete on speed of delivery.

2)Minimize burden of waiting.


12/23

8/5/12

Distribution may take place through

nonphysical channels.

Implications:-

Information based services can bedelivered through electronic channels such asthe Internet or voice telecommunication


1)Seek to create user-friendly , secureweb -sites and free access by telephone.


13/23

8/5/12

Goods-ServicesContinuumGoods and Services are intermingled indifferent proportions. The goods and services

continuum enables marketers to see therelative goods/services composition of totalproducts.


14/23


15/23

8/5/12

Services MarketingEnvironmentPolitical Economic Environment

Socio-Cultural environment

Technological EnvironmentCompetitive Environment


16/23

8/5/12

Political EconomicEnvironmentMany service firms are being subject toGovernment Regulations in addition to the

usual taxes , legislation and restrictions onpromotion and price discrimination.

Regulation generally influence the range andtypes of competition.

Regulations reduces the marketers of optionsand introduces certain rigidities into themarketing process.


17/23

8/5/12

Political-EconomicEnvironment

Privatization

New rules to protect Customers , Employees

and the Environment.


18/23

8/5/12

Industrial policy:-

The Industrial policy of thegovernment covers all those principles, policies,

rules, regulations and procedures, which directand control the industrial enterprises of thecountry and shape the pattern of industrialdevelopment. It defines the scope and role of private and public sector.


19/23


20/23

8/5/12

ExportImport policy (Exim policy) :

It aims at increasing exports and bridge thegap between expert and import. Through thispolicy, the government announces various

duties/levies. The focus now-a-days lies onremoving barriers and controls and lowering thecustom duties.


21/23

8/5/12

Socio-Cultural

Environment:-

Social Groups:- Consumers ,Investors ,LocalCommunity , Employees.

Cultural factors:- Beliefs , Customs , Habits of individuals, Lifestyles.


22/23

8/5/12

TechnologicalEnvironment:-Innovative Techniques of Production.

Automation Provides a competitive edge.

Increased Productivity , Enlargement of thecatchment areas of service.


23/23

8/5/12

CompetitiveEnvironmentDirect Competitive Rivalry.

Threats From Alternatives

Threats from new Entrants.Bargaining powers of Buyers and Suppliers.

7 r of axis & sbi bank

Documents