Presentation on service marketing

Government Sector
Courts Employment. Exchanges Hospitals Municipal Services Post Office Schools, Colleges etc Services

Business Sector Airlines Banks Insurance Management Consultants Lawyers Doctors Motion Pictures

Services

Manufacturers Computers Operators Legal Staff Accountants Administrative Staff Supportive Staff Security Staff

Services

Servicesnother classification
Transportation Services Public Utilities Communication Trading Services Financial & Insurance Real Estate Services Marketing Services Govt Provided Services Engineering Services Entertainment Business & Professional Others Security Printing Data-Processing Speech Writing Educational Training Interior-Designing Laundry Warehousing

SERVICE DEFINED

Service is any act or Performance that one Party can offer to another that is essentially intangible and does not result in ownership of anything .

Need For Services & Products

Old Age Care Senior Citizen Home Wheel Chair Dental Care Dental Chair Dental Equipments Photography Camera Films Printing

Pure Goods

Goods related

Service Related

Pure services

TV CAR OWEN FRIDGE

Bus-ticket Hotel-food PizzaHome Service Car Financing Fan Warranty Gift Presenting Service Company Banking Legal Insurance Hair Styling Consultancy

Equipmentsleasing

DISTINCTIVE CHARACTERSTICS OF SERVICES

INTANGIBILITY INCONSISTENCY INSEPARABILITY

intangibility
No physical attributes Impossible to taste feel hear smell before buying Cant be easily displayed Transform intangibility to tangibility
Macdonald ..the Family restaurant University Degree tangible evidence of knowledge acquired Nobody cares As much ..Taj

Ive got a piece Of rock Prudential

Tangibilising the Intangibles

Visualization Association Physical Representation Documentation People Involvement Place Advantage Promotion Branding

Tangibilising the Intangibles

Visualization Hotels depicting benefits of dinning at restaurant through Advertisement

Tangibilising the Intangibles

Association Air India Used Friendly Maharaja Shah Rukh with Air-tel

Tangibilising the Intangibles

Physical Representation Citibank credit Card in Gold or Platinum Symbolizes wealth & Status Airlines Dress Symbolizes visibility, reliability and cleanliness

Tangibilising the Intangibles

Documentation Citing fact & figures in support of performance Major Awards Won By Jet Air % Of People Preferring Jet Air Number. One Company in Market Share

Tangibilising the Intangibles

People Involvement People are often Critical Element in service Delivery Training People To be courteous in Hotel for Service Delivery

Tangibilising the Intangibles

Place Advantage The clean, well laid down interiors of a Hotel Room depicts the quality of service

Tangibilising the Intangibles

Promotion Personal Care through Promotion Campaigns offers life long Assurance scheme

Tangibilising the Intangibles

Branding

The family Restaurant

Branding helps in differentiation of the service from competitors

The world on time

Inconsistency
Variability & Heterogeneity in services

Diff. Services on diff. Occasions. Diff. Services to diff. customers Doctors , porters, nurses Waiters, Banks, Shops .

Inconsistency

Different services

Inconsistency
Performance of an Artist

Strategies for Dealing With Inconsistency

Industrial Services Establish Set Rules

Strategies for Dealing With Inconsistency

Industrial Services Hard Technologies- ATM Soft technologies - Standardized Tours

Strategies for Dealing With Inconsistency

Establish Set Rules & procedures

Limited Menu Restaurants- Pizza Ensuring consistency in service- 30 minutes Pizza delivery

inseparability

It can not be separated from the creator-seller of The product

inseparability

Services are typically produced And consumed simultaneously

oCo-production.. dentist/patient oSelf-services
ATM, weighing Machine

Inventory

Inventory relates to perish ability characteristic in Service marketing The services cannot be easily saved, stored or inventoried

Inventory

Empty seats in a stadium for a Cricket game can not be carried To the next game

Inventory

Empty seats at 10 am flight to Bombay does not mean Seats may be available in the next flight

Factors Influencing Customer Perceptions of Service

Service Encounters Service Quality Evidence of Service

Value

Perceptions of Service

Customer Satisfaction Price

Image

Three Roles Customers Can Play in Service Delivery

Service Delivery

Productive Resources

Contributors to Quality, Value, and Satisfaction

Competitors

Marketing strategies for service firm

7P,S.. People..

4i+People,Phy.Evidence,Process

selection, training, competence, caring, problem solving

Physical Evidence..demonstrating service quality through Physical Evidence

Process..

adopting different processes to serve the customers

Ngo Marketing
NGOs can be defined as non-governmental organizations, which are non-profit, public service contractors driven more by concern with values than with bottom lines and markets. Thus NGOs are private in form but public in purpose It can also be defined as an independent, flexible, democratic, secular, non-profit people's organization working for and/or assisting in the empowerment of economically and socially, marginalized groups.

Marketing strategies used by NGOs

Exhibitions

are usually held by the NGOs to sell products like bags, folders, pouch etc. These products are made of environment friendly material. This helps the NGO to generate revenues for there varied projects and showcase their talent pool. The exhibitions are basically carried out in tandem with schools, colleges and corporate.

Contd..
Organizing

events like haldi kum-kum (for women), Sathya Narayan puja etc. to form an emotional bondage with the Volunteers. This helps them reach the masses. Printing calendars with logos and mission of the NGO. This helps the NGO reach the common man and spread awareness about their cause.

Contd
Mascots

are used by some NGOs to spread messages which impact the common man. (e.g. A mascot for spreading awareness on tree plantation drives.) Organizing annual functions where volunteers are felicitated and hence encourage them to do more work. Annual programmes are telecasted on local cable channels. This helps them spread their cause in a more effective way.

Examples of Ngo
Name:

Childs Rights and You Area of Work:Children Marketing Strategies: Celebrities and workshops Use of brochure, newspapers, website, advertisement, television as well as radio, workshops

Name: Apang Maitree Area : Physically Handicap Marketing strategies: 10th

workshops Physically Disabled Separate marketing department. Use of brochure, newspapers, website, advertisement, television as radio workshop

of September,

Thank you. Open for queries.