SERVICES MARKETING INTRODUCTION Salt Soft Drinks

Transcript:SERVICES MARKETING INTRODUCTION Salt Soft Drinks:
SERVICES MARKETING INTRODUCTION Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fast-food Outlets Fast-food Outlets             SELL THE FOLLOWING PRODUCTS Characteristics of Services Compared to Goods Intangibility Perishability Simultaneous Production and Consumption (Inseparability) Heterogeneity Tangibility Spectrum Tangible Dominant Intangible Dominant Salt Soft Drinks Detergents Automobiles Cosmetics Advertising Agencies Airlines Investment Management Consulting Teaching Fast-food Outlets Fast-food Outlets             Characteristics of Services Compared to Goods An act or performance performed by one party to another An economic activity that does not result in ownership Essence of Service Examples of Service Industries Health Care hospital, medical practice, dentistry, eye care Professional Services accounting, legal, architectural Financial Services banking, investment advising, insurance Hospitality restaurant, hotel/motel, bed & breakfast Travel airline, travel agency, theme park Others hair styling, pest control, plumbing, lawn maintenance, counseling services, health club, interior design Chirstopher Lovelock : Services are economic activities offered by one party to another, most commonly employing time-based performances to bring about desired results in recipients themselves or in objects or other assets for which purchasers have responsibility. DEFINITION : SERVICES PHYSICAL GOODS SERVICES Services : Characteristics 1. Intangibility 2. Inseparability 3.Heterogeneity 4.Perishability Customer has access to but not ownership of activity or facility Stress advantages of non-ownership (eg. Easier payment systems) 5. Lack of ownership DISTINGUISH : GOODS & SERVICES DISTINGUISH : GOODS & SERVICES SERVICES ECONOMY Crawling out stage prior to 1980 Marketing channels Marketing theories Identified characteristics of services 2. Scurrying about stage : 1980-1986 - Services classification - Managing quality in service operations- GAP model - Expanded marketing mix - Service encounter, Relationship marketing, Internal marketing etc., - Emergence of Service marketing Evolution of Services Marketing 3. Walking erect stage : 1986-2000 Focus on marketing problems of services Service encounters, Service design, perceived service quality, customer satisfaction, Internal marketing & Relationship marketing. 4. Galloping stage : 2000 till date Increase in growth of service sector Main contributors to GDP of the country. Services Economy : Components Forces Transforming the Service Economy Changes in regulations Privatization New rules to protect customers, employees, and the environment New agreement on trade in services Forces Transforming the Service Economy (1) Rising consumer expectations More affluence Personal Outsourcing Increased desire for buying experiences vs. things Rising consumer ownership of high