8/3/2019 Services Entr

1/23

SERVICES

By Rebellious

8/3/2019 Services Entr

2/23

WHAT ISSERVICE ?

Service is any act or performance that one partycan offer to another that is essentially intangibleand does not result in any ownership ofanything. Its production may or may not be tied

to physical products.

PHILIP KOTLER

A type of economic activity that is intangible, isnot stored and does not results in ownership.

A service is consumed at the point of sale.Services are one of the two key componentsof economics, the other being goods.

8/3/2019 Services Entr

3/23

CHARACTERISTIC OF SERVICE

MARKETINGIt has 4 major characteristic

Service

Intangibility

Inseparability

Parishability

Variability

8/3/2019 Services Entr

4/23

Intangibility

Services are intangibility cannot beseen, tasted, felt, heard orsmelled.

Although the performance of mostservices is supported by tangibles,the essence of what is beingbought is a performance renderedby one party, for another.

8/3/2019 Services Entr

5/23

Inseparability

Services are produced and

consumed simultaneously.

Provider client interactions isa special feature of service

marketing.

In Inseparability ,key quality ofservices as distinct from goods.

8/3/2019 Services Entr

6/23

Variability

It is otherwise calledheterogeneity.

Services are highly variable

The state or characteristic ofbeing variable"

8/3/2019 Services Entr

7/23

Perishability

Perishability is used inmarketing to describe the wayin which service capacitycannot be stored for sale inthe future.

Services cannot be stored.

8/3/2019 Services Entr

8/23

SomeService firms:

Banking, stockbroking

Restaurants,

bars, catering

Insurance

News andentertainment

Transportation(freight andpassenger)

Postal service

Health care

Education

Wholesalingand retailing

Laundries, dry-cleaning

Repair andmaintenance

Professional(e.g., law,consulting)

8/3/2019 Services Entr

9/23

Services Marketing Mix

Traditional Marketing Mix:ProductPlacePromotionPrice

Additional Marketing Mix For services:PeoplePhysical evidenceProcess

8/3/2019 Services Entr

10/23

Additional Ps of ServiceMarketing

People[employees]: selection, training&motivation of employees can make a hugedifference in customer satisfaction.

Process: Here service companies can

choose different processes to deliver theirservice.

EG: Restaurants have developed suchdifferent Formats as cafeteria-style, fast-food.

Physical evidence:Actual experienceof service

EG: Railway- Reserved ticket, Chequebook.

8/3/2019 Services Entr

11/23

Qualities of services:

Search qualities: The buyercan evaluate before purchase.

Experience qualities: Thebuyer can evaluate after purchase.

8/3/2019 Services Entr

12/23

Types of services:

Professional

Personal

Distributor Merchandize

Informational

Utility

8/3/2019 Services Entr

13/23

Professional services:

Accounting, legal, medical andother such services provided by aformally certified member of

a professional body . Individuals who provide your

company with specialized service,including but not restricted to

lawyers, accountants andmanagement consultants.

Example: Adsells providing

consultancy service.

8/3/2019 Services Entr

14/23

Personal services

Intellectual

or manual work performedby a service provider inserving a customer.

Example: IBM providespersonal services to itscustomer.

8/3/2019 Services Entr

15/23

Distributor services

The act of distributing or thestate or manner of beingdistributed.

The commercial activity oftransporting and selling goodsfrom a producer to a

consumer. Example: Abu Dawood to

P&G.

8/3/2019 Services Entr

16/23

Merchandising services

Merchandising is the methods, practices, andoperations used to promote and sustaincertain categories of commercial activity.

In the broadest sense, merchandising is anypractice which contributes to the sale ofproducts to a retail consumer.

8/3/2019 Services Entr

17/23

Informational services

Agency or department responsiblefor providing processed orpublished information on specifictopics to an organizationsinternal users, its customers, orthe general public.

Example: Gallup research agency.

8/3/2019 Services Entr

18/23

Utility services

Utility Services lies within our Infrastructurebusiness.

The utility service is a class of services that iscomprised of those that are small, compact,and indivisible and are used as the buildingblocks in a service-oriented system.

They are used to construct the larger,higher-level services.

Utility services are also known as: application

services, infrastructure services, technologyservices.

Example: Gas mains repair, replacement,maintenance.

8/3/2019 Services Entr

19/23

IPO (Intellectual propertyorganization)

Register patents, copyrights,designs, trademarks.

Trade mark ordinance 2001.

Patent ordinance 2000.

Copyright ordinance 1962.

8/3/2019 Services Entr

20/23

8/3/2019 Services Entr

21/23

Marketing consultancy:

Adsells Agency:

Established in 1952 and stillworking on providing marketing

research, consultancy, advertisingand solutions.

Leading agency serving a lot ofcustomers with their best services.

Printing and client services andalso collect the primary andsecondary data collection

8/3/2019 Services Entr

22/23

Gallup Pakistan

Gallup is one of the topresearch firms in Pakistan.They are dealing in socialsurveys.

For example: current ratio ofcrimes in Pakistan, consumer

survey etc.

8/3/2019 Services Entr

23/23