Marketing and Service Quality

By:----
LALIT PRASAD DHOUNDIYAL
MANAGER (ITTM)
 Marketing
is the
process of
planning & executing
conception, pricing, promotion
and distribution of goods, ideas and services
To
create exchanges that satisfy individual and
organizational goals
 Concepts of Marketing
Exchange Concept
Production Concept:- if we make it, they will
come."
Product Concept:-suggests that companies that
build the "better mousetrap" will gain .
Sales Concept:Concept was the "hard sell" and the
belief that consumers wouldn't purchase unless they
were sold.
Marketing Concept- "the customer is king." 
Market Orientation Concept-collecting
information about customers' needs and
competitors' capabilities, using the information
to create customer value
NEEDS, WANTS
& DEMAND

Th Pr
e oc
M e
ar ss
PRODUCTS

ke
tin
g
VALUE AND
SATISFACTION

MARKETS

RELATIONSHIP
& NETWORK
 The Marketing Process

Marketing starts with:

• Needs,
• Wants &
• Demands
Maslow’s hierarchy of needs

Physiological needs
Safety & Security needs
Social needs
Esteem (Ego) needs
Self-actualisation needs
Maslow’s hierarchy of needs helps us
to understand consumer motivation

All our actions are guided by our need

level
The set of marketing tools
that a firm uses
to pursue and achieve
its objectives
in
the target markets

– Marketing mix
 Marketing Mix Variables
Marketing
Mix

Product
Place
Product
Channels
variety
Coverage
Quality
Assortment
Design
s
Features Target Locations
Brand name Market Inventory
Packaging
Transport
Sizes
Services Price Promotion
Warranties
Returns List price Sales promotion
Discounts Advertising
Allowances Sales force
Payment Public relations
period Direct Marketing
Credit terms
In addition to the 4 Ps, the telecom
services marketing mix includes

People,
Physical Evidence and
Process
 Services Marketing
Triangle Company
(Management)

Internal Marketing External Marketing

“Enabling the promise”
“Setting the
promise”

Employees Customers

Interactive Marketing

“Delivering
the promise”
 Service-Profit Chain

Customer Satisfaction

Retention & Increased Quality

Profits Services

Employee Loyalty
Service quality is the delivery of
excellent or superior service relative to
customer expectations
How customers judge quality is very
complex in nature
{Service Quality = Perceived Service –
Expected Service}
What is the best form of MARKETING?
A SATISFIED CUSTOMER
Thank You