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Ritvik Mop
Ritvik Mop
By Ritvik Sharma
BCOM(Hons)
What is service?
Service is an act or performance that
one party can offer to another that is
essentially intangible and does not It is based on relationship
result in any ownership of anything.
Its production may or may not be and value.
tied to physical products.(Philip
Kotler)
Upward trendin
disposable income Technology Cost effective
Development of services,
Expert and professionals
financial, banking
Characteristics
of service
marketing
• Intangibility
• Inseparability
• Variability
• Perishability
INTANGIBILITY
• Services are intangible means it cannot be seen, tasted felt, heard or smelled
beforepurchase.
• Evaluation is achallenge
• Intangibility is used in marketing to describe the inability to assess the value
gained from engaging in an activity using any tangible evidence
• It draws inferencesabout:
• Place
• People
•Equipment
• Communication Material
• Symbols
• Price
SERVICES ARE PROVIDER-CLIENT INTERACTIONS IS A
PRODUCED AND SPECIAL FEATURE OF SERVICE
CONSUMED MARKETING.
Inseparabil SIMULTANEOUSLY
ity
The state or
characteristic of being Eg: service firms
variable
Mc Donald’s
consumables maybe
A car servicing varies
standardized but a
each time
weekday or a weekend
maybe different.
Perishability
Perish ability is used in marketing to describe the way in
which service capacity cannot be stored for sale in the
future
Healthcare
Education
• ServicesMarketing
Mix:7Ps forServices:-
• Product
• Price
• Place
• Promotion
• People
• Process
• PhysicalEvidence
Traditional 4 Ps Applied to
Services (1)
• Product elements
• Service products are at the heart of services marketing strategy
• Marketing mix begins with creating service concept that offers value
• Service product consists of core and supplementary elements