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Services MarketingServices Marketing
Strategies for Marketing Services
Strategies for dealing with intangibility
Strategies for dealing with inventory Strategies for dealing with
inconsistency Strategies for dealing with
inseparability
Strategies for Intangibility
Tangiblising the service offer Visualisation Association Physical Representation Documentation People Place
Strategies for Intangibility
Tangiblising through Positioning Tangiblisation through Promotion Taniblisation through Physical
Evidence
Strategies for Inventory
Demand Management Managing Marketing Mix and Demand Communicating the Customers Timing and Location of Service Delivery Price Adjustments Time Management Staff Management Facility & Equipment Management
Strategies for Inconsistency
Process Management People Management Use of Technology
Strategies for Inseparability
Build Membership Relationship Personalise the Service Provide Sensitivity training
Customer Retention Customer Retention refers to focusing
the firm’s marketing efforts toward the existing customer base.
In contrast of seeking new customers, firm engaged in customer retention efforts work to satisfy existing customers with the intent of developing long-term relationships between the firm and its current clientele
Importance of Customer Retention
Stagnation in the markets Increase in Competition Rising costs of Marketing Changes in Channels of Distribution Changing Customer
Benefits of Customer Retention
Profits derived from sales Profits from reduced Operating Costs Profits from Referrals
Customer Retention Tactics Maintain Proper Perspective Remember Customers between Calls Build Trusting Relationships Monitor the Service Delivery Process Properly Install Equipment and Train
Customers in using the service Be there when you are needed the most Provide discretionary effort
Emerging Customer Retention Programs
Frequency Marketing Marketing technique that strives to make
existing customers purchase more often from the same provider.
Relationship Marketing Marketing technique based on
developing long-term relationships with customers
Emerging Customer Retention Programs
Aftermarketing Marketing techniques that emphasizes
marketing after the initial sale has been made.
Service Guarantees
The Services Marketing TriangleThe Services Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing
Company(Management)
CustomersEmployees
“enabling thepromise”
“delivering the promise”
“setting thepromise”
Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler
The Services Marketing TriangleThe Services Marketing Triangle
External Marketing : "Setting the Promise"
· Marketing to END-USERS. · Involves pricing strategy, promotional activities, and all communication with customers. · Performed to capture the attention of the market, and arouse interest in the service.
The Services Marketing TriangleThe Services Marketing Triangle
Internal Marketing : "Enabling the Promise"
· Marketing to EMPLOYEES. · Involves training, motivational, and teamwork programs, and all communication with employees. · Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.
The Services Marketing TriangleThe Services Marketing Triangle
Interactive Marketing : (Moment of Truth,
Service Encounter) · This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service. · This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
Relationship Marketing
A long term strategy to build relationship with individual
customers
Definition
Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions