Services Mark

7/17/2019 Services Mark

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Source: The World Factbook 2008, Central Intelligence Agency

Services

64%

Agriculture

4%

Manufacturing

32%



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Health Care

• Financial Services• Hospitality

• Travel

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Business Services• Trading

• Telecommunications• eCommerce

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Physical Elements

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Source: Adapted from Lynn Shostack

Salt

DetergentsCD Player

WineGolf Clubs

New CarTailored clothing

Fast-Food Restaurant

Plumbing Repair

Health ClubAirline Flight

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Life Insurance

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• Services can be used as a differentiation

strategy in competitive markets

• Customer satisfaction and loyalty are driven by

service excellence



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Product Price Place Promotion

• People – All human actors who play a part in service delivery and thus influence

the buyer ’s perceptions: namely, the firm’s personnel, the customer, and

other customers in the service environment. • Physical Evidence –

The environment in which the service is delivered and where the firm andcustomer interact, and any tangible components that facilitateperformance or communication of the service.

• Process

–

The actual procedures, mechanisms, and flow of activities by which theservice is delivered—the service delivery and operating systems.

• Think of a service you recently consumed. How effectivewas the firm in managing the three new Ps.



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