What are the characteristic of products and how do marketers classify products
How do we define and classify services , and how do they differ from goods ?
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Transcript of How do we define and classify services , and how do they differ from goods ?
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DESIGNING AND
MANAGING SERVICES
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HOW DO WE DEFINE & CLASSIFY SERVICES, AND HOW DO THEY DIFFER
FROM GOODS ?
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“SERVICE IS ANY ACT OR PERFORMANCE THAT ONE
PARTY CAN OFFER TO ANOTHER THAT IS
ESSENTIALLY INTANGIBLE AND DOES NOT RESULT IN THE
OWNERSHIP OF ANY THING”
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5 TYPICAL OFFERINGS
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PURE TANGIBLE GOODS
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TANGIBLE GOOD WITH ACCOMPANYING SERVICES
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HYBRID
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MAJOR SERVICE WITH
ACCOMPANYING MINOR SERVICES
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PURE SERVICES…
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FURTHER GENARALISATION WITH FEW DISTINCTION
RESULTS…..
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EQUIPMENT BASED
PEOPLE BASED
AUTOMATED CAR WASH
WINDOW WASHING
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BASED ON PROCESS OF DELIVERY
FAST FOOD
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PRESENCE OR ABSENCE OF CLIENT….
CLIENT PRESENT
CLIENT ABSENT
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PERSONAL NEEDS
BUSINESS NEEDS
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PROFIT
NON-PROFIT
BASED ON OBJECTIVE..
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HOW GOODS DIFFER FROM SERVICE ??
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INTANGIBILITY
UNLIKE PHYSICAL PRODUCTS , SERVICES CANNOT BE SEEN , TASTED , FELT , HEARD ,OR
SMELLED BEFORE THEY ARE BROUGHT
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DISNEY IS A MASTER AT
“TANGIBILIZING THE INTANGIBLE”
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INSEPARABILITYGOODS
ARE
MAN
UFAC
TURE
D
, INVE
NTED,
DIS
TRIB
UTED
AND T
HEN
CONSU
MED
BUT
SERV
ICES
ARE
PRODUC
ED A
ND
CONSU
MED
SIM
ULTA
NEOUS
LY
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VARIABILITY“SINCE THE QUALITY OF
SERVICE DEPENDS ON WHO PROVIDES THEM , WHEN AND WHERE , AND TO WHOM , SERVICES ARE
HIGHLY VARIABLE”
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PERISHABILITY
“ THE RIGHT SERVICES MUST BE AVAILABLE TO THE RIGHT CUSTOMERS AT THE RIGHT PLACES AT THE RIGHT TIMES AND RIGHT
PRICES TO MAXIMIZE PROFITABILITY”
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CREATED BY ELDHOSE ALIAS , MEC ERNAKULAM ,DURING AN INTERNSHIP BY PROF . SAMEER MATHUR , IIM LUCKNOW
www.IIMInternship.com