Service MKG - 1
Service MKG - 1
Introduction to Services Marketing: Definition of services, Reasons for emergence of services marketing, Characteristic features of services marketing, Service marketing mix, Recent trends in services marketing. Sectoral view of service industry.
Definition of services
Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
accounting, legal, architectural banking, investment advising, insurance restaurant, hotel, bed & breakfast, airlines, travel agencies hair styling, lawn maintenance, counseling services, health club
Others:
The importance and growth of services Services have improved productivity Services have a job multiplier effect
1. Travel and Tourism 2. 3. 4. 5. 6. Hospitality Industry Hotels, Palaces Catering and Restaurant Industry IT-Enabled Services Consultancy Services Transportation Services
Airlines Railways Bus Trucking Shipping
10. Insurance 11. Healthcare and Hospital Management 12. Housing and Construction Industry 13. Communication and Entertainment Industry 14. Financial Services
Analysis
The analysis activity in marketing consists of the following: Environment Analysis Buyer Analysis Marketing Research Analysis
Strategy
In service marketing, strategy takes the form of the following: Target Marketing: which consists of Market Segmentation Market Targeting Market Positioning
Tactics
Tactical tools expanded form: Service product Pricing Promotion Place People Physical evidence Process are the marketing-mix variables in an
Management
The process of management has many functions like planning, organizing, staffing, communicating, leading and controlling.
Perishability :Having a short life and cant be store for future - Services cannot be stored or cant
for record for future. - If not used when available, they go to waste.
Service quality be likely to differ significantly. Difficulty in establishing consistency in quality - across Suppliers or within suppliers - across Time - across Delivery Centers
Traditional Marketing Mix Expanded Mix for Services: 7 Ps Building Customer Relationships Through People, Processes, and Physical Evidence
Service innovation process and the development of industrial services should be customer focused. That is why it is important to involve sales and marketing closely in service development processes.