18 Services Marketing

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Information about 18 Services Marketing

Published on January 29, 2009

Author: bhagchand

Source: slideshare.net

Marketing Concept Environmental Analysis Behavior and Segmentation Analysis Marketing Research Marketing Mix Uncontrollables Needs Technology Competitors Government Marketing Strategy

The Marketing Machine If you know how the marketing machine works, and can turn the crank, you will always produce the correct marketing strategy. The machine does not change. The only thing that changes are the inputs. Different inputs produce different outputs.

If you know how the marketing machine works, and can turn the crank, you will always produce the correct marketing strategy.

The machine does not change.

The only thing that changes are the inputs.

Different inputs produce different outputs.

The Marketing Machine If the machine never changes, then there is no such thing as: International Marketing Industrial Marketing Services Marketing eMarketing Non-Profit Marketing ……… ..???

If the machine never changes, then there is no such thing as:

International Marketing

Industrial Marketing

Services Marketing

eMarketing

Non-Profit Marketing

……… ..???

tangible intangible salt dinner in a restaurant hair style Services are a form of products .

Services Marketing … but they have different attributes that affect marketing strategies: Perishable Cannot be stored or shipped Inseparable Consumer is present when service is produced. Cannot separate service from service provider.

… but they have different attributes that affect marketing strategies:

Perishable

Cannot be stored or shipped

Inseparable

Consumer is present when service is produced.

Cannot separate service from service provider.

Services Marketing Service Attributes (cont.) Heterogeneity Quality varies over time. Demand varies over time. Substitutability You can always do it yourself. Postponability You can always stall.

Service Attributes (cont.)

Heterogeneity

Quality varies over time.

Demand varies over time.

Substitutability

You can always do it yourself.

Postponability

You can always stall.

Services Marketing Gap Theory: Satisfaction is a function of the gap between expected service and perceived service. An extension of buyer behavior What you thought was going to happen versus your perception of what happened Key is to minimize the gap Give the customer what they expect…?

Gap Theory:

Satisfaction is a function of the gap between expected service and perceived service.

An extension of buyer behavior

What you thought was going to happen versus your perception of what happened

Key is to minimize the gap

Give the customer what they expect…?

Services Marketing Non-profit organizations Service Sector IRS tax classification, not an operating strategy Lack marketing orientation Equate marketing to advertising Have non-professional boards Lack clear marketing objectives What is the purpose of a charity?…the profit?

Non-profit organizations

Service Sector

IRS tax classification, not an operating strategy

Lack marketing orientation

Equate marketing to advertising

Have non-professional boards

Lack clear marketing objectives

What is the purpose of a charity?…the profit?

Services Marketing Marketing strategy is different for services. Different inputs, different outputs Pricing Must be more flexible Service demand is highly volatile Use price to shift demand away from peak periods More negotiated prices

Marketing strategy is different for services.

Different inputs, different outputs

Pricing

Must be more flexible

Service demand is highly volatile

Use price to shift demand away from peak periods

More negotiated prices

Services Marketing Service Strategy (cont.) Promotion Must promote the benefits. … dead bugs versus a safe, pest-free environment Build a tangible image, personalize the firm. Personal selling is critical for the professional service provider. … and they do not want to do it.

Service Strategy (cont.)

Promotion

Must promote the benefits.

… dead bugs versus a safe, pest-free environment

Build a tangible image, personalize the firm.

Personal selling is critical for the professional service provider.

… and they do not want to do it.

Services Marketing Service Strategy (cont.) Distribution Location/convenience are critical Cannot store or ship. Can postpone, substitute Short, Direct Channels Intermediaries are agents or brokers

Service Strategy (cont.)

Distribution

Location/convenience are critical

Cannot store or ship.

Can postpone, substitute

Short, Direct Channels

Intermediaries are agents or brokers

Services Marketing Non-profit organizations need two strategies: Donors versus Clients Rarely overlap The people who give the money don’t use the service. Need one strategy for each. … but management is frequently less qualified to manage multiple strategies

Non-profit organizations need two strategies:

Donors versus Clients

Rarely overlap

The people who give the money don’t use the service.

Need one strategy for each.

… but management is frequently less qualified to manage multiple strategies

Services Marketing Organization Marketing “ Sell” the organization itself Public Relations Perform image assessment Then shift image toward goal

Organization Marketing

“ Sell” the organization itself

Public Relations

Perform image assessment

Then shift image toward goal

Services Marketing Person Marketing Create, maintain, alter attitudes toward a particular individual Similar to organization marketing but with more dramatic life-cycles Celebrity and sports agents.

Person Marketing

Create, maintain, alter attitudes toward a particular individual

Similar to organization marketing but with more dramatic life-cycles

Celebrity and sports agents.

Services Marketing Place Marketing “ Sell” a general geographic area Houses, buildings, land, vacation locations Market segmentation and information flows Who might be interested? How do we reach them?

Place Marketing

“ Sell” a general geographic area

Houses, buildings, land, vacation locations

Market segmentation and information flows

Who might be interested?

How do we reach them?

Services Marketing Idea Marketing (aka social marketing): This is the ultimate intangible. One time action … vote, get flu shot. Understanding … food labels Change behavior … wear seat belts Change a belief … religion

Idea Marketing (aka social marketing):

This is the ultimate intangible.

One time action

… vote, get flu shot.

Understanding

… food labels

Change behavior

… wear seat belts

Change a belief

… religion

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