Documente Academic
Documente Profesional
Documente Cultură
SEMINAR REPORT
On
“SERVICE MARKETING MIX”
Submitted By
for the
Partial Fulfillment of the Requirement for the Award of the
Degree of
Master of Business Administration (MBA)
CONTENT
1:MARKETING MIX
Product
Price
Place
Pramotion
2:Promotion through the Product lifecycle.
3: Service Marketing
4:The Characteristics of a service.
5:. Service Marketing Mix
People
Process
Physical evidence
Marketing Mix
Introducing the marketing mix
The marketing mix principles (also known as the 4 p’s.) are used by
business as tools to assist them in pursuing their objectives. The
marketing mix principles are controllable variables, which have to be
carefully managed and must meet the needs of the defined target
group. The marketing mix is apart of the organisations planning
process and consists of analysing the defined:
● How will you design, package and add value to the product.
Product strategies.
● What pricing strategy is appropiate to use Price strategies.
● Where will the firm locate? Place strategies.
● How will the firm promote its product Promotion strategies
Product strategies
When an organisation introduces a product into a market they must
ask themselves a number of questions.
Level 2 Actual Product: All cameras capture memories. The aim is to ensure
that your potential customers purchase your one. The strategy at this level
involves organisations branding, adding features and benefits to ensure that their
product offers a differential advantage from their competitors.
Pricing Strategies
Competition
Company objectives
Pricing Strategies
Introduction
When a product is new the organisations objective will be to inform the
target audience of its entry. Television, radio, magazine, coupons etc
may be used to push the product through the introduction stage of the
lifecycle. Push and Pull Strategies will be used at this crucial stage.
Growth
Maturity
Decline
As the product reaches the decline stage the organisation will use the
strategy of reminding people of the product to slow the inevitable
Internet promotion.
The development of the world wide web has changed the business
environment forever. Dot com fever has taken the industry and stock
markets by storm. The e-commerce revolution promises to deliver a
more efficient way of conducting business. Shoppers can now purchase
from the comfort of their home 24 hours a day 7 days a week.
However, particularly in the UK the e-commerce revolution is hindered
by two factors. Firstly the cost of logging on to the net. Consumers are
still weary of the time-spent surfing, the high cost is slowing down the
take-up. The number of homes that are linked to the web in the UK is
only 25% of all house owner. If e-commerce businesses are to succeed
the home penetration rate of internet access must also increase.
Secondly, most homes are linked to modems of 56K. As the growth of
people signing on-line grows the access speed slows down. In America
most consumers only spend 10 seconds browsing on a web page,
before they change sites, within the UK it is 2 minutes. The future
seems to be with ADSL networks which will speed up access to the
Internet dramatically running at 512K per second. However, again
whether this format is adapted depends much on the cost.
Characteristics of a Service
What exactly are the characteristics of a service? How are services
different from a product? In fact many organisations do have service
elements to the product they sell, for example McDonald’s sell physical
products i.e. burgers but consumers are also concerned about the
quality and speed of service, are staff cheerful and welcoming and do
they serve with a smile on their face?
1. Lack of ownership.
You cannot own and store a service like you can a product. Services
are used or hired for a period of time. For example when buying a
ticket to the USA the service lasts maybe 9 hours each way , but
consumers want and expect excellent service for that time. Because
you can measure the duration of the service consumers become more
demanding of it.
2. Intangibility
4. Perishibility
Services last a specific time and cannot be stored like a product for
later use. If travelling by train, coach or air the service will only last
the duration of the journey. The service is developed and used almost
simultaneously. Again because of this time constraint consumers
demand more.
5. Heterogeneity
People
Physical Evidence
(2) Intangibility
(3) Inseparability
(4) Perishability
(5) Heterogeneity.