SERVICES MARKETING

TRIANGLE:
AN INTRODUCTION

Rahul Pratap Singh Kaurav

WHAT ARE SERVICES?
For a layperson, services are essentially
intangibles. Their purchase does not result in the
ownership of anything physical.
WHAT IS SERVICES MARKETING
TRIANGLE?
Company
(Management)

Internal Marketing External Marketing

enabling the promise setting the promise

Employees Interactive Marketing Customers

delivering the promise
WAYS TO USE THE SERVICES
MARKETING TRIANGLE
Overall Strategic Specific Service
Assessment Implementation
How is the service What is being
organisation doing on promoted and by
all three sides of the whom?
How will it be
triangle?
Where are the
delivered and by
whom?
weaknesses? Are the supporting
What are the
systems in place to
strengths? deliver the promised
service?
EXTERNAL AND INTERACTIVE
MARKETING
External Marketing :"Setting the Promise"
Marketing to END-USERS.
Involves pricing strategy, promotional activities, and all
communication withcustomers.
Performed to capture the attention of the market, and
interest in the service.
Interactive Marketing :(Moment of Truth, Service
Encounter)
This refers to the decisive moment of interaction between
the front-office employeesand customers.
This step is of utmost importance, because if the
employee falters at this level, all priorefforts made
towards establishing a relationship with the customer,
would be wasted.
INTERNAL MARKETING
Internal Marketing :"Enabling the Promise"
Marketing to EMPLOYEES.
Involves training, motivational, and teamwork programs,
and all communication withemployees.
Performed to enable employees to perform the service
effectively, and keep up thepromise made to the
customer.

Viewing employees as internal customers, viewing jobs as

internal products and then endeavoring to offer products
that satisfy the needs and wants of these internal
customers while addressing the objectives of the
organisation.
- L.L. Berry (1981)