Effectiveness Of Marketing Support in Service Marketing

BY Hardik Thakkar (18)

What Is Service ?

What Is Service Marketing ?

What Is Marketing Support For Service Marketing ?

How Does It Effective In Service Marketing?

Content

“Activities, benefits and satisfactions which are offered for sale or are provided in connection with the sale of goods.”

-The American Marketing Association

“A Service is any act or performance one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Increasingly, however , manufacture, distributors, and retailers are providing value-added services. Or simply excellent customer service, to differentiate themselves.”

-Phillip Kotler

What Is Service ?

Intangibility Lack of Ownership Inseparability Variability Perishability Heterogeneity

Major Characteristics Of Service

Intangibility :- You cannot hold or touch Quality of service can not be measurable

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

Inseparability:- It cannot be separated from the service providers It produced at or near the point of purchase

Perishablity:- Services last a specific time and cannot be stored like

a product for later use The service is developed and used almost

simultaneously

Heterogeneity:- It is very difficult to make each service experience

identical or uniform It can not be standardize

Service Triangle

Employee Customer

Company

Interactive Marketing

Selling the promises

Delivering the promises

External MarketingInter

nal

Marke

ting

Enabling the promises

Service Marketing is Marketing based on relationship and value. It may be used to market a service or a Product.

Importance of Service Marketing A key differentiator

Importance of relationships

Customer Retention.

What Is Service Marketing ?

Key differentiator:- With attendant of Good & unique Service , it can

make key differentiator in customer mind . It attract to customer for buy the product.

Importance Of Relation:- It Create Good relations between company and

Customers Customer always trust the brand or company

Importance

Customer retention :- Maintain old Customers Concentration on customer requirement & feed back.

Cont..

7Ps Of Service Marketing Mix

Product (quality of service) Price(satisfied price) Place(delivery area of service) Promotion(advertisement Effect)

What Is Marketing Support For Service Marketing?

People(staff of organization)selection, training & motivation of employees can make a huge differences in customer satisfaction

Process(how to provide service to customer)e.g. restaurants have developed such different formats as cafeteria-style, fast-food, buffer & candlelight

Physical evidence(experience of customer).e.g. railway

a reserved ticket cheque book

Cont..

How Does It Effective In Service Marketing?

Use pricing, promotion, and reservations to smooth demand; work with ops to manage capacity

Emphasize physical clues, employ metaphors and vivid images in advertising

Educate customers on making good choices; offer guarantees

Develop user-friendly equipment, facilities, and systems; train customers, provide good support

Recruit, train employees to reinforce service concept

Shape customer behavior

Find ways to compete on speed of delivery; offer extended hours

Cont..

Thank YU