A PRESENTATION ON

SERVICE MARKETING

SIDHIQUL AKBAR K.A

ROLL NO 39

MBA FT

CONTENTS

• DEFINITION

• CHARACTERISTICS

• CLASSIFICATION

• SERVICE MARKETING STRATEGIES

• PROBLEMS IN SERVICE MARKETING

• CONCLUSION

• REFERENCE

DEFINITION : According to philip kotler

“ a service is any activity or benefit that one

party can offer to another that is essentially

intangible and does not result in the

ownership of anything its production may or

may not be tied to a physical product “

CHARACTERISTICS

• INTANGIBILITY:

services is intangible in nature. so it is impossible for customers to hear, see, feel taste or smell before they buy them the buyer has to have faith in the service provider

• INSEPARABITY:

very often services cannot be seperated from their provider a service cannot be put on a shelf and bought by the customer when ever needed it requires the presence of the service provider

• HETROGENITY: service are hetrogenious in nature that is they are highly variable each unit of service is some what different from other unit of service

• PERISHABILITY AND CHANGING DEMAND:

a service has high degree of perishability it cant be stored

unutilised service represent business that lost forever it is an

economic loss

unused power, unoccupid building all represent perishable nature

of services

the perishable nature of a service is not a problem when demand is

steady because it is easy to employ required number of staff in

advance to meet the demand

CLASSIFICATION

• SERVICE SOLD IN CONSUMER MARKET

• SERVICE SOLD IN INDUSTRIAL MARKET

SERVICE SOLD IN CONSUMER MARKET

• FOOD SERVICE :

food services are offered by hotels, restaurants, etc

to people who have the habit of eating out

• LODGING AND BOARDING SERVICE :

lodging and boarding services are rendered by hotels and motels

Every day lakhs and lakhs of people use this service

• PERSONAL CARE SERVICE :

personal care service include services offered by

hospitals, beauty parlours, fitness centres etc

development of such services is the outcome of rising standard of living

• INSURANCE SERVICE :

insurance services are rendered with a view to protect the people against the risk of loss due to accident, fire, death

SERVICE SOLD IN INDUSTRIAL MARKET:

• FINANCIAL SERVICES :

finance is the life blood of any business. Short term finance is required for carrying out its day to day activities

Long term finance is needed for capital expenditure

ADVERTISING SERVICES:

advertising agencies provide a lot of service in advertising the industrial goods

• OFFICE SERVICES:

There are certain firms that offer services like duplicating , xeroxing , dtp etc

• ENGINEERING SERVICES:

In india many specialised engineering firms are functioning with a view to assist the business concerns in formulating and planning of new projects

SERVICE MARKETING STRATEGIES:

• MANAGING DIFFERENTIATION

• MANAGING SERVICE QUALITY

• MANAGING PRODUCTIVITY

MANAGING DIFFERENTIATION:

• It is very difficult to differentiate the sevices

rendered by different providers

• Following are the service marketing

differentiation:

• By giving discount

• By differentiating the price

• by differentiating the delivery of service

through branding and symbols

MANAGING SERVICE QUALITY

• One of the important ways to differentiate a

service firm is to render high quality service than

competitors

the aim is to meet the customers quality

Therefore the service provider has to identify

customers wants as to the quality of service

MANAGING PRODUCTIVITY:

• Service firms are highly intensive

• in order to reduce the cost of service they are

under great pressure to increase their

productivity

• Methods to increase productivity:

By working hard and skillfully

By designing a more effective service

By industrialising the service

PROBLEMS IN SERVICE MARKETING:

• service are intangible so it is difficult to judge

quality and value in advance

• while rendering any service physical presence

of performer is necessary

• in service we may pay for its use but we never

own it hence customer has an access but not

ownership of facility

THANK YOU!!