Professional Documents
Culture Documents
individual.
Business to business end-user
Industrial end user
Classification By Industry
Entertainment industry
b. Education
c. Telecommunications
d. Finance & Insurance
e. Transportation
f. Government services
g. Health
h. Hospitality Industry
a.
1.
2.
mobile etc.
Moderate Degree (Regular) Teacher,
Barber, etc.
Low Degree ( Occasional ) ATMs, etc.
Expertise
Highly professional services doctors, etc.
Non- professional services cobblers, tailors, etc.
industries remain
dominated by an
operations perspective and managers insisting that
their service industries sector is different from other
service industry sectors.
Mangers mindset states that marketing is also
different in different services.
Strategic marketing insight should be there.
providers.
Lack of Appreciation for marketing skills in service
organization.
Difference in organizational structure of service
firms.
Problem in determining costs for pricing of
services.
Constraints & opportunities for not-for-profit
service organization.
Other Challenges
Being intangible in nature, service can not be
Four Ps
Four Ps
Marketing Mix
Product
Price
Promotion
Place
Marketing Mix
The offer you make to your customer can be altered
Product- Consumer
The product part of the Four Ps model is replaced by
Price- Cost
Pricing is replaced by cost, reflecting the reality of
Promotion- Communication
Finally, the promotions feature is replaced by
communication.
Communications represents a broader focus than
simply promotions.
Communications can include advertising, public
relations, personal selling, viral advertising, and any
form of communication between the firm and the
consumer.
to an exchange of value.
Physical evidence
There are many examples of physical evidence,
Physical Evidence
Furnishings.
Signage (such as those on aircraft and vehicles).
Uniforms.
Business cards.
The building itself (such as prestigious offices or
scenic headquarters).
The 7 Cs
Organisation Facing
Customer Facing
Product =
Customer/ Consumer
Price =
Cost
Place =
Convenience
Promotion =
People =
Communication
Caring
Processes =
Co-ordinated
Physical Evidence =
Confirmation
Product
Product:
A product, service or idea is that which satisfies the
Product
A tangible object or an intangible service that is mass
Product
Instruments that aim at satisfaction of the
Price
The price is the amount a customer pays for the
product.
It is determined by a number of factors including
market share, competition, material costs, product
identity and the customer's perceived value of the
product.
The business may increase or decrease the price of
product if other stores have the same product.
Price
List Price
Discounts
Allowances
Payment Period
Credit Terms
List Price
In retail, price regularly quoted to customers before
Place
Place represents the location where a product can be
purchased.
It is often referred to as the distribution channel. It
can include any physical store as well as virtual
stores on the Internet.
Place
Physical distribution are activities involved in
Place
Instruments that determine the intensity & manner
Channels
Coverage
Locations
Inventory
Transportation
Logistics
Promotion
Promotion activities are meant to communicate &
Advertising
Personal selling
Sales promotion- POS
Public Relations
Word of mouth Viral advertising
Promotion
Personal Selling: Face to face personal
Promotion (contd.)
Publicity- Communicating with an audience by
People
People are important because:
Providing a service
People Include...
Higher
managers
Middle managers
Lower managers
Others like:
Technicians
Dealers
Other Employees
(BPO Employees)
marketing
Both customers as well as providers constitute
people
Quality of service delivery is affected by the fact
that people are not consistent
Inconsistency is due to differing backgrounds,
moods, motivation, involvement, skills and
attitudes
Training and correct recruitment is the only way
the people fact or can be harnessed as a tool
decisive competitive advantage.
Physical Evidence
Facility design
Equipment
Signage
Employee dress
Reports
Business cards
Statements
Process
A tactical tool for the service marketer to achieve his
strategic goal.
Blueprinting needs to be done.
Process