Presented by :

Akshada Chavan
Trupti Parmar Akash Shah Sagar Salvi

Presentation on: Introduction to Service Marketing

Meaning of Service
Service is a form of product which consist of activities, benefits, or satisfactions

Services are consumed at the point of sale and provides benefits to the customers
Example: Teaching, Banking, Beauty parlors.

Definition of service
Services are the activities, benefits, or satisfactions which are offered for sale or are provided in connection with the sale of goods.

Distinctive characteristics of services

Intangibility

Perishability

Inseparability

Variability

Ownership

Simultaneity

Quality measurement

Nature of demand

Role of Services in Modern Economy

Goods service continuum

Continuum is a tool to understand differences and similarities and relation between goods and services.

Marketer can differentiate goods from services with the help of the concept of goods service continuum.

Goods services continuum

Companies offering tangible goods
Services along with tangible goods Goods and services in nearly equal measure

Services accompanied by minor goods

Pure services is not accompanied by goods

Goods v/s service marketing

Intangible Tangible Homogenous Production and distribution are separated A thing Customers do not participate in the production process Can be kept in stock Transfer of ownership Heterogeneous Production, distribution and consumption are simultaneously processes An activity or process Customers participate in the production Cannot be stocked No transfers of ownership

Marketing Challenges of Services

Keeping up with the marketing trends and strategies.

Losing a major client.

A new competitor in the market.

Offering a service that clients need but dont know it.

Learning more about the customer.

Services Marketing Environment

Services Marketing Environment

Establishment of a service.
Social/Political/Economic Environment. Policies, decisions and activities change.

It provides a service context.

Types of Services Marketing Environment

Internal Environment Internal customers External customers Competitors

Suppliers

Regulators

Types of Services Marketing Environment

External Environment Economic Environment Political Environment Regulatory Environment Technological Environment Socio-cultural Environment Demographic Environment Natural/Physical/Ecological Environment International Environment