Training

Presentation
Demo Kit
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
Marketing In Service
Sector & Shops
Product Code: M112
www.globalmanagergroup.com

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 What is services?

A service is any act or performance that

one party can offer to another that is
essentially intangible and does not result
in the ownership of anything. Its
production may or may not be tied to a
physical product.

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Classifying services
• Characteristics of • Buyer
Market Segment • Organization
• Channel level
• Characteristics of • Mission (profit,not-for-profit)
Organization • Experience & certification
Offering Services • Benefit
• Delivery System
• Characteristics of • Function
the Service

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Elements of a Marketing Strategy and Its
Environmental Framework

Di
str
t
uc

ibu
od
Pr

tio
Target

n
Market

n
io
Pr

ot
ice

om
Pr

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Marketing strategies for services firm

Service is directed at the

¾ Service strategy customer (health club,
• People processing hairstyling)

Directed at something a
customer owns (auto car
• Possession processing wash, dry cleaning))

Involves the use of

technology; could involve
either of the above
• Information processing

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Determinants of Service Quality

TANGIBLES

RELIABILITY

RESPONSIVENESS

ASSURANCE

EMPATHY
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Determinants of Perceived Service Quality

Determinants of Word-of-mouth
Promotion
Service Quality
Personal Needs
Tangibles
Access
Reliability Past Experience
Communications
Responsiveness
Service Quality
Competence
Assurance Expected
Courtesy Level of Service
Empathy
Credibility Perceived
Service Received

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Conceptual Model of Service Quality
Word-of-mouth
Personal Needs Past Experience
Communications

Consumer
Expected Service

Gap 5

Perceived Service

Marketer Service Delivery External

(including pre- and Communications
post contact) to Consumers
Gap 3 Gap 4
Translation of Per-
captions into Service
Gap 1 Quality Specifications
Gap 2
Management
Perceptions of
Consumer Expectations
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Key Performance Indicators

• Average no. Of sales calls per sales person per day.

• Average sales call time per contact
• Average revenue per sales call
• Average cost per sales call
• Entertainment cost per sales call
• percent of orders per hundred sales calls
• number of new customer s per period.
• number of lost customers per period
• Sales force cost as a percentage of total sales.
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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 Why is Customer Satisfaction
Receiving So Much Attention?
Creates Reduces Increase
goodwill/ “Cross-self” Is an
“cost –of- unambiguous
enhances poor quality” success
reputation performance
measure
Increases (Management,
margins / Aldridge)
reduces price Customer Raises the
elasticity
Satisfaction customer
retention rate
Lowers
employee
turnover
Increases
Increases shares of
competitors Lowest cost customers’
marketing costs of marketing purchases

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Naman Infotech Centre. Tele: 91-079-26565405, 91-079-26561104
 M112- marketing in service sectors & shops
DEMO OF TRAINING PRESENTATION KIT
d
Chapter-1.0 CONTENTS OF TRAINING PRESENTATION
No of Slides: 180
A. The entire presentation kit has 2 main directories as below.
Marketing in service sectors and shops

Literature Presentation
(Word Files) (Power point Slides)

Programs

01 Intro
02 Competition
03 Adv & Comm.
04 Design & Mag services 01 Intro
05 Pricing 02 Competition
06 Personal selling 03 Adv & Comm.
07 Total MKT effort 04 Mkt In Service
08 Customer satisfaction 05 Pricing
Cover Page 06 Managing Sales Force
07 Total Mkt Effort
08 Customer Satisfaction

Part: A Presentation: -
Under this directory further files are made in power point presentation as per the
chapter listed below. Such ready-made PowerPoint slides are useful for
conducting in-house training program by you.
• Topic wise Power Point presentation in 08 modules as listed below.
1. Introduction
It covers what, why and how for marketing management. It also includes core marketing concepts,
Marketing activities and type of markets.
2. Dealing with competition
It covers about competition; describe competitive markets, types of competition, market approach,
competitive analysis, and guidelines for designing competitive strategy. About bargaining power
and how balancing customers and competitors.

Naman Infotech Centre. Tele: 91-079-26565405, 26561104 Page 1 of 4

 M112- marketing in service sectors & shops
DEMO OF TRAINING PRESENTATION KIT
3. Advertising and communication
It covers what and how integrated marketing and communication, stpeps for designing and
developing marketing channels audit definitions, Types of audits, audit questions, Audit process,
details for process audit, Audit checklist etc. It also covers details of auditor’s conduct, auditee’s
conduct.
4. Marketing management in service sectors
It covers nature of services, demands and supply side strategy, about gap, marketing strategy for
service firm, and conceptual model for service sectors
5. Pricing strategy
It covers how to set the price, determine demands, analysis and selection of pricing methods and
how designing the pricing strategies.
6. Managing the sales force
It covers types of sales representatives, designing sales forces steps, how to recruit and select and
manage sales force, personnel selling and tips for the relationship marketing
7. Managing the total marketing efforts
It covers how to make marketing relations with other departments, how to make marketing plans
and reports, strategic controls, sales vacancy analysis, audits, and marketing, annual plan
controls, tips for relationship marketing
8. Customer satisfaction
It covers the internal and external customers , customer values, how to maximize the customer
satis faction, valuable customer data, characteristics of company to the customer driven, customer
care and some examples

Part : B Literature:-
This topic covers write up for the ready reference to the trainer for understanding and reading.

It is given in word. You may also use it for further reading and circulations within audience.

Chapter No. SECTION

1. Introduction
2. Competition
3. Advertising and managing communication
4. Designing and managing services
5. Pricing
6. Personal selling
7. Managing total marketing effort
8. Customer satisfaction
Naman Infotech Centre. Tele: 91-079-26565405, 26561104 Page 2 of 4
 M112- marketing in service sectors & shops
DEMO OF TRAINING PRESENTATION KIT

Chapter-2.0 USER FUNCTION

2.1 Hardware and Software Requirements

A. Hardware: -

• Our document kit can be better performed with the help of P3 and above computers
with a minimum 10 GB hard disk space.

• For better visual impact of the power point documentation you may keep the setting of
colour image at high colour.

B. Software used in Documentation kit

• Documents written in word 98 and window 2000 programs. You are therefore required
to have office 2000 or above with word 98 or above and power point

2.2 Features of Training kit: -

• Contains all necessary documents as listed above and comply with the requirements of
latest management concepts and more than 1000 man days (9000 hours)

• Written in Plain English

• It will save much time in typing and preparation of training material and slides alone.

• User-friendly and easy to learn.

• Developed under the guidance of experienced experts having experience of more than
200 companies latest management system implementation globally.

• Provides model of a Management system that is simple and free to establish the
management concept in the laboratory.

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 M112- marketing in service sectors & shops
DEMO OF TRAINING PRESENTATION KIT

Chapter-3.0 BENEFITS OF USING OUR TRAINING KIT

1. By using these documents, you can save a lot of your precious time while preparing
the management training areas presentation.
2. Take care for all the section and sub sections in implementation of latest
management concepts and helps you in establishing better system.
3. The user can modify the presentations as per their industry need and create own
management training presentation for their organization
4. Ready made templates and sample documents are available which can reduce your
time in document preparation
5. Save much time and cost in conducting training programs
6. You will get better control in your system due to our proven training presentation
material.

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