Professional Documents
Culture Documents
MKT Aspects Service
MKT Aspects Service
Conceptualization of Advertising-
• Kotler defines advertising as “ Any paid form of non personal
presentation of ideas, goods and services by an identified sponsor”.
Packaging of Services
Service package is defined as a bundle of goods and services that
is provided in some environment. This bundle consists of the
following five features-
1. Supporting Facility –
2.Facilitating Goods-
3.Explicit Services-
4.Implicit Service-
5.Information
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2. Facilitating Goods-
▫ Consistency- Like Crispiness of French fries, Food delivery on time,
airlines on time record
▫ Quantity- Small, medium, large drink.
▫ Selection- Number of menu items, catering services available
3. Explicit Services-
▫ Training of service personnel- Is the chef a trained from good
institute.
▫ Comprehensiveness- General Hospital compared with clinic.
▫ Availability- 24hrs ATM service, Is there a website, Is there a toll free
number.
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4. Implicit Service-
▫ Attitude of service- Cheerful flight attendant, Surly, service person in
restaurant.
▫ Atmosphere- Restaurant décor. Music in a bar.
▫ Waiting- being placed on hold, banks queue.
▫ Status- Box seat at sports event, Dinner at Mayfair Lagoon
▫ Sense of well being- Large commercial aircraft, well lighted parking
lot.
▫ Privacy and security- Magnetic card for hotel room, eye recognizing
software
▫ Convenience- Use of appointment , free parking
5. Information-
▫ Menu
▫ Seat reservation details
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Branding of Services
• Discussed in Module II (Product)