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  • Marketing of Services

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    Avinash Singh
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    The document discusses key concepts relating to services marketing. It outlines major categories of services like business, communications, education, health, and tourism. It distinguishes between physical products and services, noting that services are intangible, heterogeneous, and involve simultaneous production and consumption. The document also covers marketing strategies for services, including product, pricing, promotion, distribution, people, process and physical evidence. It discusses buyers' selection characteristics and managing service quality and differentiation.

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    MMI(12)

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    The document discusses key concepts relating to services marketing. It outlines major categories of services like business, communications, education, health, and tourism. It distinguishes between physical products and services, noting that services are intangible, heterogeneous, and involve simultaneous production and consumption. The document also covers marketing strategies for services, including product, pricing, promotion, distribution, people, process and physical evidence. It discusses buyers' selection characteristics and managing service quality and differentiation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    11 views5 pages

    Marketing of Services

    Uploaded by

    Avinash Singh
    The document discusses key concepts relating to services marketing. It outlines major categories of services like business, communications, education, health, and tourism. It distinguishes between physical products and services, noting that services are intangible, heterogeneous, and involve simultaneous production and consumption. The document also covers marketing strategies for services, including product, pricing, promotion, distribution, people, process and physical evidence. It discusses buyers' selection characteristics and managing service quality and differentiation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    of 5

    MMI(12)

    MARKETING OF SERVICES BASIC CONCEPTS AND ISSUES RELATING TO SERVICES MARKETING

    REASONS FOR HIGH GROWTH - AFFLUENCE - LEISURE - LIFE EXPECTANCY - JOINT WORKING IN THE FAMILY - PRODUCT COMPLEXITY - LIFES COMPLEXITY - RESOURCE SCARCITY AND ECOLOGY
    -

    NEW PRODUCTS

    MAJOR CATEGORIES - BUSINESS SERVICES - COMMUNICATIONS - CONSTRUCTION AND ENGINEERING - DISTRIBUTION - EDUCATION - ENVIRONMENT - HEALTH - FINANCE - TOURISM - RECREATION
    -

    TRANSPORT

    ETC.

    PHYSICAL PRODUCTS AND SERVICES


    PHYSICAL PRODUCTS TANGIBLE HOMOGENEOUS PRODUCTION AND DISTRIBUTION SEPARATE FROM CONSUMPTION SERVICES INTANGIBLE HETEROGENEOUS PRODUCTION, DISTRIBUTION AND CONSUMPTION SIMULTANEOUS PROCESSES A PROCESS, ACTIVITY OR EXPERIENCE CORE VALUE PRODUCED IN BUYER SELLER INTERACTIONS CUSTOMERS TAKE PART IN THE PRODUCTION CANNOT BE STORED NO TRANSFER OF OWNERSHIP

    A PRODUCT CORE VALUE PRODUCED IN THE FACTORY CUSTOMERS DO NOT PARTICIPATE IN THE PRODUCTION PROCESS CAN BE STORED TRANSFER OF OWNERSHIP

    MARKETING STRATEGIES FOR SERVICES

    PRODUCT PRICING PROMOTION DISTRIBUTION PEOPLE PROCESS PHYSICAL EVIDENCE

    BUYERS SELECTION CHARACTERISTICS - SEARCH QUALITIES - EXPERIENCE QUALITIES - CREDANCE QUALITIES MANAGING SERVICE DIFFERENTIATION

    MANAGING SERVICE QUALITY

    DISTINCTIVE CHARACTEISTICS OF QUALITY - INTANGIBILITY - INSEPARABILITY - VARIABILITY - PERISHABILITY DETERMINANTS OF SERVICE QUALITY - RELIABILITY - RESPONSIVENESS - ASSURANCE - EMPATHY - TANGIBLES 21 items of SERVQUAL scale (Ref Parasuraman & Zeithaml)

    SERVICE GAPS

    SERVICE BLUEPRINTS CUSTOMER TOUCHPOINTS

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