service mkting mix

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McGraw-Hill © 2000 The McGraw-Hill Companies

Presented by,Swetha.T.S.Roll No.383

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McGraw-Hill © 2000 The McGraw-Hill Companies

INTRODUCTION 

TO

SERVICE MARKETING 

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SM  Challenges for ServicesChallenges for Services

� Defining and improving quality

� Communicating and testing new services

� Communicating and maintaining a

consistent image

� Motivating and sustaining employee

commitment

� Setting prices

� Standardization versus personalization

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Examples of ServiceExamples of Service

IndustriesIndustries

� Health Care±  hospital, medical practice, dentistry, eye care

� Professional Services

±  accounting, legal, architectural� Financial Services

±  banking, investment advising, insurance

� Hospitality±  restaurant, hotel/motel, bed & breakfast,

� Travel±  airlines, travel agencies, theme park 

� Others:±  hair styling, pest control, plumbing, counseling

services, health club

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Differences BetweenDifferences Between

Goods and ServicesGoods and Services

INTANGIBI-

LITY PerishabilityHeterogeeity

LACK OF

OWNER SHIPINSPAR ABI-

LITY

PERISHABI-

LITYVARIABILITY SIMULTANEI-

TY

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SM  Service MarketingService Marketing

Process of identifying, pricing,

promoting and providing of the rightservice in right time to the customers

with a view to satisfy their requirements

and the objectives of the service provider.

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SM  Implications of PerishabilityImplications of Perishability

It is difficult to synchronize supply and

demand with services Services cannot be returned or resold

SERVICE 

MARKETING 

MIX 

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Marketing mix in case of service is the

combination of various elements such asservice, place, price, promotion, people,

physical evidence and process designed to meet

the requirements of the target audience.

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Traditional Marketing MixTraditional Marketing Mix

All elements within the control of the firm that

communicate the firm¶s capabilities and image to

customers or that influence customer satisfactionwith the firm¶s product and services:

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Expanded Mix for ServicesExpanded Mix for Services ----

the 7 Psthe 7 Ps

� Product

� Price� Place

� Promotion

� People

� Process

� PhysicalE

vidence

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SM  PRICEPRICE

� Marketer must be tricky while pricing

services

� Quality consideration override price

consideration

� Competitive practices are taken into account

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SM  PRODUCTPRODUCT

� Here it refers to services offered

� Product mix places a great emphasis on

quality of services

� Demand from different segments

determines ultimate product mix

� Product innovation also plays a great role

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SM  PROMOTIONPROMOTION

� Strategies to make the consumer aware of 

the existence of service

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SM  PLACEPLACE

� The means by which products and services

get from producer 

to consumer and where they can be

accessed by the consumer 

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SM  PEOPLEPEOPLE

� Quality of provision of service depend onpeople who provide it

� Every employee become sales person

� People to whom services are provided arealso important

� Customers are important to influence other customers

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SM  PROCESSPROCESS

� It is the method by which service is

provided

� Process of delivery is more important in

service organisation

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SM  PHYSICAL EVIDENCEPHYSICAL EVIDENCE

� How the service is provided?

� First-adequate facilities

� Second-peripherals

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3 MORE P¶S BY PATRICK3 MORE P¶S BY PATRICK

LOW & KIM CHE

NGLOW & KIM CHE

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� PROFESSIONALISATION-Way the

service firm runs its business.

� PRODUCTIVITY-R ate of production after 

maintaining a proper quality standard.

� PROACTIVENESS-Way the provider &

employees provide service.

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