service marketing

BY Rahul Singh tiwari

Presentation On

Introduction of services marketing

CONCEPT OF SERVICE Services are actions or an action that someone

does for you. Service is an economic activity that is intangible, is not stored and does not result in ownership.

Services are one of the two key components of economy the other being goods.

Sometimes services are difficult to identify because they are closely associated with a good.

Services are a combination of deeds, process and performance which may or may not produce final tangible outcome and do not result to any transfer of ownership.

According to William j. Stanton ‘‘services are identifiable, intangible activities that are the main object of a transaction designed to provide wants satisfaction to customers’’

According to Philip kotler “any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. It’s production may or may not be tied to physical product’’.

Examples: health care, banking, hotel, accounting etc.

CHARACTERSTICS OF SERVICES

Intangibility

Inseparability

Perishability

Variability

No ownership

CHALLENGES IN SERVICE MARKETING

Clients can’t see or touch services before they purchase them.

Services are often produced and consumed simultaneously.

Communication and testing new services.

Trust is necessary.

Setting prices.

Competition is often not who you think.

Service deliverers often do the selling.

Passion is necessary yet elusive.

Proactive lead generation is difficult.

Coordinating marketing, operations and human resource efforts.

CLASSIFICATION OF SERVICES

Producer services and consumer services.

The magnitude of service in the product.

Degree of consumer participation.

Service based on the type of supply.

Machine oriented and person oriented service.

Classification based on ultimate user.

(a) Consumer

(b) Business to business

(c) Industrial

Classification based on level of tangibility.

(a) Highly tangible

(b) service linked to tangible goods

(c) Highly intangible

(d) Major service linked with minor tangible goods services

Classification based on service options

(a) People based service

(b) Equipment based low contact

Classification based on specialisation

(a) Professional services

(b) Non professional services

THANK YOU