Marketing mgt10
Marketing mgt10
Marketing mgt10
TABESH UNIVERSITY
NATURE OF SERVICES
Services can be defined as an actions of organizations which maintain and improve the
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
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.
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
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.