SERVICE MARKETING AND SERVICE MARKETING MIX

Marketers talk about the nature of service as:

INTANGIBILITY LACK OF OWNERSHIP INSPARABILITY PERISHABILITY VARIABILITY SIMULTANEITY

WHAT IS SERVICE MARKETING

Process of identifying, pricing, promoting and providing of the right service in right time to the customers with a view to satisfy their requirements and the objectives of the service provider.

Marketing mix of services (service marketing mix)

Marketing mix in case of service is the combination of various elements such as service, place, price, promotion, people, physical evidence and process designed to meet the requirements of the target audience.

THE 7 PS
1. 2. 3. 4. 5. 6. PRODUCT- Refers to the service offered, Quality service. PLACE -A convenient place for buyers . PRICE -Exchange value of goods and services. PROMOTION-Communicate with customer. PEOPLE-Both employees and customers. PHYSICAL EVIDENCE-Where is the service being delivered? (facilities and peripherals) 7. PROCESS-Method by which service is provided.

PRODUCT
Refers to the services offered

PLACE
A CONVINIENT PLACE FOR BUYERS

Price
EXCHANGE VALUE OF GOODS AND SERVICES

PROMOTION
COMMUNICATE WITH CUSTOMER

PEOPLE
BOTH EMPLOYEES & CUSTOMERS

PHYSICAL EVIDENCE
WHERE IS THE SERVICE BEING DELIVERED?(FACILITIES &PERIPHERELS.)

PROCESS
METHOD BY WHICH SERVICE IS PROVIDED

3 MORE PS BY Dr PATRICK LOW AND KIM CHENG

PROFESSIONALISATION-Way the service firm runs its business. PRODUCTIVITY-Rate of production after maintaining a proper quality standard. PROACTIVENESS-Way the provider & employees provide service.