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Chapter 1

This document provides an overview of services marketing. It defines a service as an act that is intangible and does not result in ownership. Services exist on a continuum between pure tangible goods and pure services. The key characteristics of services are intangibility, inseparability, heterogeneity, and perishability. Services are classified based on end users, tangibility, people involvement, and expertise. The growth of the services sector is due to factors like increased consumer affluence, more working women, greater life expectancy, and product complexity. An integrated marketing approach is needed to develop appropriate services that meet consumer needs and organizational goals.

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66 views12 pages

Chapter 1

This document provides an overview of services marketing. It defines a service as an act that is intangible and does not result in ownership. Services exist on a continuum between pure tangible goods and pure services. The key characteristics of services are intangibility, inseparability, heterogeneity, and perishability. Services are classified based on end users, tangibility, people involvement, and expertise. The growth of the services sector is due to factors like increased consumer affluence, more working women, greater life expectancy, and product complexity. An integrated marketing approach is needed to develop appropriate services that meet consumer needs and organizational goals.

Uploaded by

saravmba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 12

Services: The Concept

CHAPTER 1

MARKETING OF SERVICES:

02/06/15

Learning
Objectives

To understand the concept, nature


and types of services
To understand the difference between
goods and services
To understand the role of services in
an economy the vision and long term
direction

MARKETING OF SERVICE

02/06/15

Philip Kotler defines a service as any


act or performance that one party can
offer to another that is essentially
intangible and does not result in
ownership of anything. Its production
may or may not be tied to a physical
product.

MARKETING OF SERVICE

02/06/15

The definition suggests that there is


a continuum with a pure service and
a tangible good at the two ends.

MARKETING OF SERVICE

02/06/15

Classification of
Services
1.
2.
3.
4.

End-User
Service tangibility
People-based services
Expertise

5. Profit orientation

MARKETING OF SERVICE

02/06/15

Goods And Services :


A Comparative Analysis
1.
2.
3.
4.
5.

Tangibility
Transferability
Existence
Heterogeneity
Re-selling

MARKETING OF SERVICE

02/06/15

Nature and Characteristics of


Services
I n ta n g ib ility

I n s e p a r a b ility

T he
S e rv ic e

H e te r o g e n e ity

P e r is h a b ility

MARKETING OF SERVICE

02/06/15

7-S Framework
S tr a te g y

S y ste m

S h a re d
V a lu e

S ty le

S ta ff

S k ill

T h e 7 -S

fra m e w o rk

MARKETING OF SERVICE

02/06/15

MARKETING: The Concept


S e llin g C o n c e p t

M a r k e tin g C o n c e p t

P ro d u c e w h a t m a n u fa c tu re r
fe e ls a p p ro p ria te

Id e n tify in g C o n s u m e r n e e d s

S e llin g E m p h a s is is o n ly o n
H ig h e r s a le s v o lu m e
C o n s u m p tio n
(b y e n d -u se r)

MARKETING OF SERVICE

D e v e lo p in g a n a p p ro p ria te
p ro d u c t/S e rv ic e to a tta in
C o n s u m e r s a tis fa c tio n
A c c o m p lis h o rg a n is a tio n a l
g o a ls th ro u g h In te g ra te d
M a rk e tin g A p p ro a c h .

02/06/15

P ro d u c tio n
M a r k e tin g

(a)
M a rk e tin g a s a n
e q u a l fu n c tio n

(b )
M a rk e tin g a s a m o re
im p o rta n t fu n c tio n
F in a n c e
M a rk e tin g

F in a n c e
C u s to m b e r
M a rk e tin g

(c)
(d )
M a rk e tin g a s th e
T h e C u s t o m e r a s t 10
h e C o n tro llin g F u n c tio n
OF a SERVICE
m a j o r f u MARKETING
n c tio n
n d M a r k e t i n g a s t h e I n02/06/15
te g ra tiv e F u n c tio n

Marketing Service
Mix
P ro d u c t

P r ic e

P e o p le

P h y s ic a l
e v id e n c e

P la c e

S e rv ic e M a rk e tin g M ix

MARKETING OF SERVICE

11 02/06/15

Reasons For Growth Of Services


(i) Consumer affluence
(ii) Working women
(iii) Double income no kids (DINK)
(iv) Leisure time
(v) Greater life expectancy
(vi) Product innovations
(vii) Product complexity
(viii) Complexity of life
(ix) New young youth
(x) Resource scarcity and ecology
(xi) Corporate crowd

MARKETING OF SERVICE

12 02/06/15

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