MANAGEMENT OF

SERVICES
MARKETING
 CONTENTS

#DEFINITION OF SERVICES
#SALIENT FEATURES OF MARKETING
SERVICES
#MARKETING MIX IN SERVICE SECTOR
 WHAT IS SERVICE?
 PERFORMED BY ONE PARTY TO
ANOTHER.

 NO TRANSFER OF OWNERSHIP.

 THIS IS INTENGIBLE ,PERISHABLE

AND INSEPRABLE IN NATURE.
SALIENT FEATURESOF SERVICES

 INTANGIBILITY
 PERISHABILITY
 INSEPARABILITY
 HETROGENEITY
 OWNERSHIP RESTS
MARKETING MIX IN SERVICES
 MARKETING MIX IN SERVICES DRAWS OUR
ATTENTION ON THE SERVICES TO BE
OFFERED TO THE USERS.IT INCLUDE THE
FOLLOWING P’s :-
 PRODUCT MIX
 PLACE MIX
 PROMOTION MIX
 PRICE MIX
 PEOPLE MIX
 PROCESS MIX
 PHYSICAL EVIDENCE
 PRODUCT MIX
SERVICE PRODUCTS ARE FOUND OF
INTENGIBLE AND PERISHABLE
NATURE.

TYPES:-
1) CORE PRODUCT
2) EXPECTED PRODUCT
3) POTENTIAL PRODUCT
 PLACE MIX

It refers to the place where the customers

can get the services and how the services
reaches out to that place.
It is that place where the service provider
provide the particular service to customers.
 PROMOTION MIX
PROMOTION MIX IS FOUND
INSTRUMENTAL IN INFORMING AND
PERSUADING THE
PROSPECTS/CUSTOMERS.IT
INCLUDE:-
1)ADVERTISEMENT
2)SALES PROMOTION
3)PUBLICITY
4)PERSONAL SELLING
 PRICE MIX

THIS IS RELATED TO THE DECISIONS

INFLUENCING THE FEE
STRUCTURE,RATE OF
INTEREST,COMMISSION CHARGED AND
PAID BY THE SERVICE GENERATING
ORGANISATION
 PEOPLE MIX
PEOPLE REFER TO THE CUSTOMERS,
EMPLOYEES,MANAGEMENT AND
EVERYBODY ELSE INVOLVED IN IT.
Recruiting the right staff and training
them appropriately in the delivery of their
service is essential. Staff should have the
appropriate communication skills, and
service knowledge to provide the service
that consumers are paying for..
 PROCESS mix
IT REFERS TO THE METHOD AND
PROCESS OF PROVIDING THE
SERVICES .

IT IS ABOUT OPTIMUM UTILIZATION

OF RESOURCES WHICH THE
SERVICE PROVIDER HAVING AT THE
TIME .
 PHYSICAL EVIDENCE
Where is the service being delivered
.Physical Evidence is the element of the
service mix which allows the consumer
again to make judgments on the
company . Physical evidence is an
essential ingredient of the service mix,
consumers will make perceptions based
on their sight of the service provision.
TH ANKS