INTRO TO BUSINESS

MARKETING
FUNCTION
GROUP 4 GEP MANAGEMENT
TABLE OF
CONTENT
Marketing Conducting Market 7 Service Marketing
01 Understanding 05 Research 09 Strategies And Tips
Definition
The Importance of
Service Marketing
02 Marketing Concepts 06 Technology in 10 Importance
Understanding Markets

Market Understanding Definition and Features The Service Marketing

03 Definition
07 of Service Marketing 11 Mix

Service Marketing Service Marketing

The benefits of market
04 08 Types 12 Examples
research
MARKETING
UNDERSTANDING
Marketing is the strategic process of
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society
at large.
MARKETING
CONCEPTS
The term “concepts of marketing”
refers to a broad term that includes
various approaches or philosophies
utilized to promote a product or
service.
5 MARKETING
CONCEPTS
01 Production Concepts
The production concept suggests that people
prefer products and services that are easily
available and affordable

02 Product Concepts
The product concept emphasizes that buyers
prioritize a product’s quality, features, and
03 Selling Concepts
The selling concept is founded on the belief that
benefits. Product-focused buyers seek
customers will not purchase an adequate
innovation and uniqueness rather than solely
quantity of a product or service unless they are
seeking the lowest price. actively persuaded to do so.
5 MARKETING
CONCEPTS
04 Marketing Concepts
Brands that utilize the marketing concept
spend time getting to know their customer’s
likes and dislikes

05 Societal Marketing Concepts

This concept exists because companies that
promote this concept not only try to meet the
needs of their consumers, but also aim at the
welfare of society.
MARKET MARKET RESEARCH
UNDERSTANDING Market research is the process by which companies
collect data about customers and markets to help
them construct a better marketing strategy.
How do we try to understand markets?
Well, marketers must collect a lot of data to
find insightful information on the market The benefits of market research
and their customers. 1. Help companies make better marketing decisions.
2. Reduce the likelihood of making poor decisions.
Market understanding means collecting 3. Reduce risks.
data and turning it into insights for 4. Help companies identify their target market and
businesses to gain a competitive advantage. customers.
5. Help companies understand their customers'
wants and needs.
 Who are our customers
Where do they
and who consumes
buy our products?
our products?

Conducting
Why do customers buy our
What do they buy? Market products?

Research

What influences customers

When are they buying? to purchase the product?
 THE IMPORTANCE OF TECHNOLOGY IN
UNDERSTANDING MARKETS AND CUSTOMERS
Online profiles
Sosial and loyalty
Media cards

Internet Competitor
websites
SERVICE MARKETING
YOU ARE SELLING AN EXPERIENCE

Services marketing is a specialized branch of

marketing. Services marketing emerged as a
separate field of study in the early 1980s, following
the recognition that the unique characteristics of
services required different strategies compared with
the marketing of physical goods. Unlike products,
services are purchased based on the perceived value
they’ll provide. From a buyer’s point of view, the skill
competency level itself doesn’t really matter, rather
the end result produced by those skills.
SERVICE
MARKETING
TYPICALLY REFERS TO:
01 B2C
The term business-to-consumer (B2C) refers to the
process of selling products and services directly between a
INCLUDES MARKETING OF business and consumers who are the end-users of its
SERVICES SUCH AS: products or services. Most companies that sell directly to
consumers can be referred to as B2C companies.
telecommunications services
financial services 02 B2B
all types of hospitality Business-to-business (B2B) is a transaction or business
tourism leisure conducted between one business and another, such as a
entertainment services wholesaler and retailer. B2B transactions tend to happen in
car rental services the supply chain, where one company will purchase raw
health care services materials from another to be used in the manufacturing
professional services and trade services process.
FEATURES OF SERVICE MARKETING

INTANGIBLE PERISHABLE NON-MEASURABLE

THE NATURE OF SERVICES IS ONCE THE CUSTOMER YOU CAN’T REALLY MEASURE A
THAT YOU CAN NOT SEE, RECEIVES THE SERVICE, IT’S SERVICE. THERE ARE NO
SMELL, OR TOUCH THEM. SO GONE. THAT’S WHY BRANDS DIMENSIONS, NO WEIGHT OR
BRANDS HAVE TO BUILD A LOT NEED TO COME UP WITH HEIGHT OR WIDTH.
OF TRUST BEFORE THE SALE EFFECTIVE MARKETING
EVER HAPPENS BECAUSE IT’S STRATEGIES TO STAY TOP OF
HARD FOR A CUSTOMER TO MIND AND REMIND THEIR
SAMPLE IT. CUSTOMER BASE OF THE
EXPERIENCE.
FEATURES OF SERVICE MARKETING
NO OWNERSHIP
TRANSFER
YOU CAN’T OWN A SERVICE,
SINCE IT’S INTANGIBLE, SO THE
OWNERSHIP DOESN’T
TRANSFER TO THE CUSTOMER.
FOR EXAMPLE, A PATIENT CAN
PAY FOR A DOCTOR VISIT BUT
THEY CAN’T OWN THE
STETHOSCOPE.
PEOPLE ARE VARIABLE IN
INVOLVED QUALITY
WHEN PEOPLE ARE SO CRITICAL TO
A LOT OF PEOPLE ARE THE DELIVERY OF THE SERVICE
INVOLVED SO CUSTOMER PRODUCT THE QUALITY BECOMES
SATISFACTION BECOMES VARIABLE. IN SERVICE MARKETING,
ABSOLUTELY CRITICAL. IT’S A BUSINESS CAN’T OFFER THE SAME
OFTEN A MUCH MORE LEVEL OF SERVICE TO EVERY CLIENT.
COMPETITIVE MARKET EACH SERVICE PROVIDER MAY HAVE
BECAUSE IT BECOMES HARDER DIFFERENT SKILLS AND A LOT IS
TO HIRE AND TRAIN THE RIGHT INFLUENCED BY THE EXTERNAL
PEOPLE. ENVIRONMENT AND THE HUMAN
ASPECT OF THE INTERACTION.
 SERVICE MARKETING TRIANGLE
COMPANY
EXTERNAL INTERNAL
MARKETING MARKETING

CUSTOMERS EMPLOYEES
INTERACTIVE
MARKETING
 TYPES OF SERVICE MARKETING
INTERNAL MARKETING EXTERNAL MARKETING

Marketing from the company to the employees. Getting The more obvious marketing flow from the company to
employees on board and behind what your service the customers. This is achieved through display
offers. This is done through training, building trust, and advertising, sales promotions, public relations, direct
empowering employees to become ambassadors of your marketing, and online marketing.
service.

INTERACTIVE MARKETING

Marketing between the customers and the employees at

their various touchpoints in the marketing funnel. This
includes personal selling, online customer support, and
interacting with customers on social media.
 Understanding your customer

STRENGTH WEAKNESS This can be anything from gender to age range and profession.
It should also include a review of your customer’s common
points, obstacles, and how your service solves these.

Your service’s strengths

OPPORTUNITY THREAT
Includes the results your service promises to deliver as well as the
quality of the process. This involves a mixed array of
characteristics: affordability, functionality, credibility, expediency,
and flexibility.

SERVICE
MARKETING Your service’s competitive advantage

STRATEGY It can be uncovered using the known SWOT analysist map to

compared to your competition and where your opportunities
to shine above them may reside.
7 SERVICE Trust
MARKETING
STRATEGIES Customer Testimonials
AND TIPS
Awards and Badges
Process
Communication
Customization
Value definition
SERVICE MARKETING IMPORTANCE
finding the right price range in the particular service you

AFFORDABILITY
that your potential customers EXPERIENCE are offering, no. of years in
will consider acceptable for the field for instance.
your services

how accessible and easy it is

that your service and value CONVENIENCE for your potential customers
FUNCTIONALITY promise the best fit your to use your service.
customer’s needs.

a large part of the customers’ SELF- how much of control your

customer has over their
CREDIBILITY buying decision will depend
SERVICE service experience
on how much they trust you.

mindful to define the right balance

VARIETY between too little and too much.
 THE SERVICE MARKETING MIX
Set of 4 or 7 elements that define the marketing strategy for a product or service that help to create
a successful marketing planner and will be able to reach target audience better, sell more products,
and make more money

E. Jerome McCarthy Bernard Henry Booms

Create the 4Ps
(Product, Price, Place,
and Promotion) 1960
Philip Kotler
4Ps => 5Ps (Product,
Price, Place, Promotion,
and People)
& Mary Jo Bitner
7Ps (Product, Price,
Place, Promotion,
People, Process, and
Product
Physical evidence (or
physical environment)
Price
Place
Promotion

7 People
Process

P Physical evidence
 Product Price Place
The solution provided to solves key decision that will influence The closer (and more accessible)
customer’s needs. The attributes of both customer acquisition and you are to your targeted audience
your service on their own and in subsequent satisfaction. You will the high your purchase probability
comparison to competing service need to be aware of your target
providers should be included under the Offline services => proximity is a
audience’s price sensitivity range
scope of this section and are the basis determining factor (healthcare
(and what prices your competitors
on which to build your service providers, household upkeep, legal
are offering).
marketing strategy services)
Online services => The ease of purchase
Design Common service price strategies: and accessibility. Factors to consider:
Technology Penetration pricing secure payment, type of transaction,
Quality Economy Pricing account management, and more.
Packaging Premium pricing
Retail
Brand utility Product Line Pricing
Wholsale
Warranties
Mail Order
Perceived usefullness
Internet
Direct Sales
Multi-channel
 Promotion People
Refers to placement, as in “where” your Special offers The people who work for you.
online presence should be, “what” you Ads
will be showing Employees
Endorsements
User Trials Levels of Management
Campaigns Organization culture
>

REACH TARGET AUDIENCE

Joint ventures

Process Physical evidence

The environment where you provide your
Process defining ensures that your
product or service (either physical or online),
service is perceived as being dependable
the design of these spaces, your logo and
and that expectations will be met.
branding, product packaging, social media
presence and more
 SERVICE MARKETING EXAMPLE

Business to Business (B2B) Business to Customer (B2C)

Providing the best price and quality, Gojek service marketing strategy
along with tailored invoice focuses on building trust and
arrangements and payment systems to credibility. Riders can trust drivers
meet specific needs, ensures that the through built-in reviews Drivers
procurement process for companies benefit from incident response
and institutions runs faster, on time, teams, insurance, and other safety
and efficiently services.

Empowering Indonesian SMEs, Polibeli

directly connected with top-quality, Travelers get a user-friendly platform
affordable products from with affordable and customizable
manufacturers. Experience buying and stays, while listing owners get more
selling, flexibility, curated premium visibility and easy booking
quality, and reliable fulfillment management.
assistance.
INTRO TO BUSINESS

THANK YOU
FOR YOUR NICE ATTENTION