Question? Leave a message!




SERVICE MARKETING

SERVICE MARKETING 4
FelixMorse Profile Pic
FelixMorse,New Zealand,Teacher
Published Date:18-07-2017
Website URL
Comment
SERVICE MARKETING Swati Sisodia Asst Prof- NMIMS- SDL swati.sisodianmims.eduSize of Service Sector The Services Sector contributes the most to the Indian GDP. The Sector of Services in India has the biggest share in the country's GDP, it accounts for more than 50% contribution The various sectors under the Services Sector in India are construction, trade, hotels, transport, restaurant, communication and storage, social and personal services, community, insurance, financing, business services, and real estate.Services marketing concepts and strategies have developed in response to the tremendous growth of service industries Most new employment is provided by services Strongest growth area for marketingDeregulation and Services Marketing Specific demand for services marketing concepts has come from deregulated industries and professional services Deregulatory moves by governments have affected service industries such as airlines, banking, and telecommunications As a result, marketing decisions that used to be tightly controlled by government are now partially, and sometimes totally, within the control of individual firmsLearning Objectives  Difference between services and consumer marketing  Consumer Behaviour in services  Customer Expectation & perception of Services  Building customer relationship  Service development & design  Physical Evidence & People in service  Service Marketing Communication  Delivering Service  Pricing of services  Strategies of ServicesDefining Services Services include all economic activities whose output is not a physical product or construction, is generally consumed at the time it is produced, and provides added value in forms (such as convenience, amusement, timeliness, comfort, or health) that are essentially intangible.Services are Different GOODS SERVICES RESULTING IMPLICATIONS Tangible Intangible Services cannot be inventoried Services cannot be displayed, communicated Standardized Heterogeneous Each time experience differs Service quality depends on many uncontrollable factors Production separate from Simultaneous production Customer participate in Consumption and consumption and effect the transaction Mass production is difficult Nonperishable Perishable Services cannot be returned, resold or stored Right of ownership No ownership Cannot be ownedCheck your mettle When Michelle goes to her local restaurant , she sometimes gets her food fast and hot. Other times her order is slow, and her food arrives at her table cold. If Michelle wants a special order, like her burger with a baked potato instead of fries, she never knows how long she’ll have to wait for her food. Michelle is experiencing the service characteristic of?  intangibility  inseparability  Variability  autonomy  perishabilityTangibility in Perspective Services tend to be more intangible than manufactured products, and manufactured products tend to be more tangible than services. For example, the fast-food industry, while classified as a service, also has many tangible components such as the food, the packaging, and so on.”Tangibility Spectrum A useful way to distinguish a service from a product is to place them on a scale from tangible-dominant to intangible-dominant. When more than half the value comes from service elementTangibility Spectrum Tangibility Spectrum Salt Soft Drinks  Detergents  Automobiles  Cosmetics  Fast-food Outlets  Intangible  Dominant Tangible  Dominant Fast-food  Outlets Advertising  Agencies Airlines  Investment  Management  Consulting TeachingContinuum of Evaluation for Different Types of Products Most Most Services Goods Easy to evaluate Difficult to evaluate High in credence High in search High in experience qualities qualities qualitiesCommunications and the Services Marketing Triangle Company Internal Marketing External Marketing Vertical Communications Communication Horizontal Communications Advertising Sales Promotion Public Relations Direct Marketing Employees Interactive Marketing Customers Personal Selling Customer Service center Service Encounters ServicescapesBuying situation faced by consumer Straight re buy or routinised response behaviour Modified re buy or limited problem solving Extensive Problem Solving or new task Decision Making Process Recognition of Need: Primary Need : Need by occasion urgency and priority Secondary need : Follow up needs to primary demands which could include both goods as well as services. Maslow’s hierarchy of needs • Physiological Needs • Safety and Security needs • Social needs • Ego Needs • Self ActualisationFactors Effecting decision making process • Culture • Value Attitude • Manners and Customs • Reference Group • Social class • Education • Perception • Motivation • Attitude • Personality