Marketing of Services

Classification and Marketing Mix of Services

Why do we need to classify Services?
 Similar Behaviour of Service
Industries

Similar Marketing
Characteristics in Services
Classification 1
Classification 2

SERVICE PROCESS
MATRIX
MARKETING MIX OF SERVICES
 Extended Marketing Mix of Services

Process: People: Physical Evidence:

• Operational Inputs • Inspite of • Physical environment
and Outputs may vary technological (or servicescapes)
• Customers are often development there have profound impact
involved in co- remains a direct on customer
production (partial interaction of satisfaction and
employees and self customer and service service productivity
service technologies) employee
• Demand and Capacity
need to be managed
Services
Marketing
triangle

(Game of
Promises)
 Service Management

Organizing operational information during runtime

in a service environment that enables people with
operational responsibilities to see availability of
complex services
 SERVICE MANAGEMENT
TRINITY
Service
Strategy

Customer

Systems People
Different Roles that Internal Customers
Play in Service Firm
Variables of
Importance

Involvement of staff
Frequency of
with conventional
Customer Contact
marketing activities
The role of customers lead us to understand

Efficiency and
Customer
Effectiveness of
Responsiveness
Service Firm

Image and Position of Opportunity to create

the Firm additional value
 Involved with Not Directly
Conventional involved in
Marketing Mix Marketing Mix

Periodic Customer Contactors Modifiers

Contact

Infrequent Influencers Isolated

Customer Contact
Contactors

These people have frequent contact with

consumers and are typically heavily involved
with a company’s marketing activities.

Examples include tour guides, waitresses, etc.

Modifiers

These people are not directly involved with the

company’s traditional marketing activities, yet
gave frequent customer contact.

Examples include receptionists, security,

cleaning staff, etc.
Influencers

These people have infrequent or no contact

with consumers. However, they are very much a
part of the company’s marketing strategy.

Examples include members of the management

team, such as those responsible for product
development, market research, etc
Isolateds

These people perform various support functions and

have neither frequent contact with consumers nor a
great deal to do with a company’s marketing activities.

Examples include data capturers, IT support staff, etc.