Services marketing - Marketing Management - Manu Melwin Joy
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Transcript of Services marketing - Marketing Management - Manu Melwin Joy
Services Marketing
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
Service marketing
• Services marketing is a
specialised branch of
marketing which typically
refers to both business to
consumer (B2C) and
business-to-business (B2B)
services.
Service marketing
• The American Marketing Association
defines services marketing as an
organisational function and a set of
processes for identifying or creating,
communicating, and delivering value to
customers and for managing customer
relationship in a way that benefit the
organisation and stake-holders.
Service marketing
• It includes marketing of services
such as telecommunications
services, financial services, all
types of hospitality, tourism
leisure and entertainment
services, car rental services, health
care services and professional
services and trade services.
Service marketing
• Service marketers often use
an expanded marketing mix
which consists of the seven
Ps: product, price, place,
promotion, people, physical
evidence and process.
Service marketing
• A contemporary approach,
known as service-dominant
logic, argues that the
demarcation between products
and services that persisted
throughout the 20th century
was artificial and has obscured
that everyone sells service.
Service marketing
• The S-D logic approach is
changing the way that
marketers understand value-
creation and is changing
concepts of the consumer's
role in service delivery
processes.
Services: Unique characteristics
• Intangibility - services lack
physical form; they do not
interact with any our
senses in a conventional
way, they cannot be
touched or held.
Services: Unique characteristics
• Inseparability - production
and consumption cannot be
separated (compared with
goods where production
and consumption are
entirely discrete processes)
Services: Unique characteristics
• Perishability - service
performances are
ephemeral; unlike physical
goods, services cannot be
stored or inventoried.
Services: Unique characteristics
• Variability (also known as
heterogeneity) – services involve
processes delivered by service
personnel and subject to human
variation, customers often seek
highly customised solutions,
services are inherently variable in
quality and substance.
