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MARKETING MANAGEMENT

TABESH UNIVERSITY

Sir Hayatullah Ashna


YOU WILL LEARN ABOUT

 NATURE OF SERVICES

 DISTINCTIVE CHARACTERISTICS OF SERVICES

 7P’S OF SERVICE MARKETING MIX

 MANAGING SERVICE QUALITY


SERVICES

Services can be defined as an actions of organizations which maintain and improve the

well-being and functioning of people. Services are activities, benefits or satisfaction

which are offered for sale or are provided in connection with the sale of goods.
CLASSIFICATION OF SERVICES
1. Business and professional services: Banking, insurance, accountancy, medical
services, lawyers, advocates
2. Infrastructural services: Roads, railways, motor transport, power and oil
3. Public services: Police, defense, providing employment through public works,
relief work during famines, floods etc,
4. Trade services: Wholesale and retail trading, advertisement, maintenance and
repairs.
5. Personal services: Education, coaching classes, medical, health care, hotels,
gymnasium, swimming pools
6. Individual and group services: Beauty parlors, hair cutting saloons, doctors
services, school and colleges education.
NATURE OF SERVICES

Services are those products which are separate identifiable, essentially intangible activities
that provide want satisfaction and that are not necessarily tied to the sale of a product or
another services.

The productions of services are spontaneous and delivery is along with production schedule.
The demand is fluctuating and its supply is inflexible. Ownership of any services is not
possible. Customer involvement in services is very high and the physical presence of
customer is absolute necessary in most of the services. the quality of services varies with
time and person.
CHARACTERISTICS OF SERVICES

 Intangibility: Services are intangible in nature making it difficult to experience in their


benefits before they are bought. They are not physical object and has mental connotation.

 Perishable: Like the labor sector, services are also of perishable nature, bringing into
focus the importance of the time factor.
 Inseparability: Services generally are created and supplied simultaneously. For instance,
the entertainment industry, health experts and other professionals create and offer their
service at the same given time.

 Heterogeneity: Its impossible to set a standard for any service. The heterogeneity of
services cannot be standardized.

 Ownership: In the sale of goods, after the completion of process the goods are transferred
in the name of the buyer, making him the owner of the goods, in case of services however,
the users are only given access to the services and cannot own the same.
 Simultaneity: Services do not move through the channel of distribution and cannot
deliver to the potential customer or users. Hence, either users are attracted to these
services through strategic channels or the providers go to the customers. Services
have limited geographical area.

 Quality measurement: the service industry requires a potential tool for quality
management. It’s very difficult to rate or quantify total purchase.
SERVICE QUALITY

Service quality is a measure of how well the service level delivered matches customer
expectation. Delivering service quality means conforming to customer expectations on a
consistent basis.

Service quality means consistently meeting or exceeding customer expectations or service


delivery system performance criteria during all service encounters.
DIMENSION OF SERVICE QUALITY

1. Excellent means of achieving performance standard 100 percent of the time.


2. Customer is the individual/department/firm that receives, pays for, uses or
experience the output of the service delivery system.
3. Consistent means conforming to standards of performance every time.
1. Quality is distinctive tangible/ intangible properties of a consumer benefit
package that is perceived by the customer as better than a competitor’s package.
2. Service is any primary or peripheral activity that does not directly produce a
physical product and it is the transaction between customer and seller without
any goods.

3. Delivery means getting the right consumer benefit package through process
quality to the customer at the right time and at the right place.
7P’S OF MARKETING MIX FOR SERVICES

In marketing planning, we use marketing information to assess the situation. We


have to select specific marketing targets in the form of market segments, for each
segments or subdivision of the market we formulate a combination of a number of
devices or types of marketing activities that are integrated into a single marketing
program to reach a particular target or segment.
The combination of these marketing methods or devices is known as the marketing
mix.
1. Product: Product is the thing process utility. It has four components:
 PRODUCT RANGE
 SERVICE AFTER SALE
 BRAND
 PACKAGE
2. Price: Price is the valuation placed upon the product by the offered. It has to
cover pricing, discounts, allowances and terms of credit. It deals with price
competition.

3. Place (distribution): Distribution is the delivery of the product and right to


consume it. It includes channel of distribution, transportation, warehousing, and
inventory control.
4. Promotion: Promotion is the persuasive communication about the product by the
producer to the prospects. It covers advertising, personal selling, sales promotion,
publicity,

5. People: Here, people refer to all human actors who play a part in service delivery and
thus influence the buyer’s perception. Namely, the firm’s personnel, the customer and
the other customer in the service environment.
6. Physical evidence: Is the environment in which the service is delivered and where
the firm and customers interact, and any tangible components that facilitate
performance or communication of the services.

7. Process: Refers to the actual procedures, mechanisms and flow of activities by


which the service is delivered. The service delivery and operating system. Some
service are very complex, requiring the customer to follow a complicated and
extensive series of actions to complete the process.
THE END

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