cd53b03 services marketing mix
TRANSCRIPT
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Amity Business School
Amity Business School
MBA Class of 2010, Semester III
Services Marketing MixProf. P K Bansal
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Amity Business School
Mix Elements in Goods
• Product – Ingredients, parts, components, size, shape, packaging, quality
• Price – Monetary sacrifice, discounts, psychic and time cost
• Promotion – Advertising, sales promotion, sales force, public relations
• Place – Logistics, distribution channels, service levels, inventory management
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Amity Business School
Additional Tools in Services
• Process• People• Physical evidence
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Amity Business School
Service Product
Service package – supporting facility
and facilitating goods• Balancing tangible and intangible
components• Core and supplementary services• Service core and augmentations• Service levels
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Amity Business School
Price
Price goes by different names
• Intangibility and price• Price and quality• Service customisation and price• Non-monetary aspects and price
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Amity Business School
Pricing Approaches
• Cost based• Competition oriented• Market based• Price and customer value
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Amity Business School
Service Promotion
Promotion was once frowned upon
• Communication at pre-purchase stage• Communication at consumption stage• Post-purchase and communication
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Amity Business School
Promotion Guidelines
• Provision of tangible clues• Word-of-mouth communication• Refrain from over-promising• Promote within the system• Use imagery• Continuity
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Amity Business School
Service Distribution
• Availability is critical for consumption• Goods are storable and transportable• Services cannot be pre-produced and
stored• Inseparable from provider• Obstruction in adoption of goods-oriented
approach
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Amity Business School
Channels in Services
• Multi-site strategy• Multi-service strategy• Multi-segment strategy
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Amity Business School
Franchising a common form of Reaching to Customers
• Nirula’s• Domino’s• NIIT• Lakme Parlors• Dr Lal’s Pathological Labs• Subhiksha
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Amity Business School
Merits and Challenges of Franchising
• Risk sharing• Growth• Knowledge gains
– Image inconsistencies– Ownership of customer franchise– Motivation and control– Disputes
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Amity Business School
Service Location
• Importance of location – convenience considerations
• Preempting competition by location• Location and demand management• Location considerations – access,
visibility, parking, expansion possibilities, regulatory considerations