Service marketing, CLASSIFICATION OF SERVICE
Download as PPTX, PDF1 like3,358 views
The document outlines the characteristics and classification of services in marketing, emphasizing aspects such as intangibility, inseparability, and service process design. It discusses reasons for the growth of services in India, including economic and demographic factors, as well as detailing the service marketing mix, known as the 7 P's of service marketing. Additionally, it highlights the importance of service blueprinting to enhance interactions between service providers and customers.
Service marketing, CLASSIFICATION OF SERVICE
- 2. • Characteristics of services • 1. Intangibility • 2. Inseparability • 3. Variability • 4. Perish ability • 5. Ownership
- 3. Classification of Services • 1.Ultimate User • 2. Level of Tangibility • 3. Service options • 4. Specialisation • 5. Profit Orientation • 6. External-Internal service to Manufacturers • 7. Customer-Employee Presence
- 4. Ultimate User: •Consumer •Dry Cleaning, Hair Dressing •Business to Business •Advertising agencies, Marketing Research agencies •Industrial •Plant Maintenance and repair
- 5. Level of Tangibility • Highly Tangible Services: • Car Rentals, Gymnasium • Minor Services linked to Major Tangible Goods • Car Maintenance, Domestic appliances repair • Major Services linked to Minor Tangible Goods • Airline service, Banking • Highly Intangible Services • Legal Service, Consultancy
- 6. Service options •People-Based Services •High contact with people: •Medical Services, Restaurants •Equipment-Based Services •Low contact with people: •Gymnasium, ATM
- 7. Specialisation •Professional Services: •Doctor, Lawyer, Chartered Accountants •Non-Professional Services: •Housekeeping services
- 8. Profit Orientation •Profit Orientation/ Commercial Services: •Banks, Airlines, Hotels •Non-Profit Orientation: •Red Cross, NSS, NGOs
- 9. External-Internal service to Manufacturers •External Services • Distribution of physical products, Landscape maintenance •Internal Services • Office Cleaning, Payroll administration.
- 10. Reasons for the growth of services in India: • Economic affluence •Demographic factors •Social and Cultural Factors •I.T. Revolution •Development of Markets •Political and legal situations
- 11. Service Process •It is a procedures, mechanisms and flow of activities by which the service is delivered.
- 12. Designing the service process • Nature of Service • Assessing the level of customer involvement • Establishing service approach • Standardizing approach • Customized approach • Defining service qualities and standards • Gap analysis • Identifying the location of service delivery
- 13. Service Blueprint • Service blueprint is technique for describing & improving the interaction between service provider & service customer.
- 14. Services marketing mix (7 P’s of Service Marketing) 1. Product 2. Pricing 3. Place 4. Promotion 5. People 6. Process 7. Physical Evidence