Download - 7 R OF AXIS & SBI BANK
-
7/31/2019 7 R OF AXIS & SBI BANK
1/23
Click to edit Master subtitle style
8/5/12
Services Marketing
-
7/31/2019 7 R OF AXIS & SBI BANK
2/23
8/5/12
Characteristics of servicesIntangibility
Inseparability
Perishability
Variability
-
7/31/2019 7 R OF AXIS & SBI BANK
3/23
physical goods and
servicesPhysical goods Servicestangible intangible
homogeneous heterogeneous
Production and distribution are separatedfrom consumption
Production, distribution and consumptionare simultaneous processes
A thing An activity or process
Core value processed in factory Core value produced in the buyer-seller interaction
Customers do not participate in the production process
Customers participate in production
Can be kept in stock Cannot be kept in stock
Transfer of ownership No transfer of ownership
-
7/31/2019 7 R OF AXIS & SBI BANK
4/23
8/5/12
Services could meetPersonal needs haircuts, tution, massageparlours
Business needs courier services, officecleaning services, delivering fresh flowers
-
7/31/2019 7 R OF AXIS & SBI BANK
5/23
8/5/12
Marketing Implications of Eight differences
between Services Marketing and GoodsDifference:-Most service products cant beinventoried
Implications:-
Customers may be turned away or haveto wait.
Marketing Related tasks:-
1)Smooth demand through dynamicricin and reservations.
-
7/31/2019 7 R OF AXIS & SBI BANK
6/23
8/5/12
Difference:-Intangible elements usuallydominate Value creation.Implications:-
Its harder to evaluate services and
distinguish from competitors as thecustomers cant taste, smell or touch.
Marketing Related tasks:-
1)Make services tangible throughemphasis on physical clues.
2)Employ vivid images in advertising,branding.
-
7/31/2019 7 R OF AXIS & SBI BANK
7/23
8/5/12
Services are often difficult to visualize and
understand.
Implications:-
Customers perceive greater risks anduncertainty.
Market-Related Tasks:-1)Educate customers to make good
choices, explain what to look for.
-
7/31/2019 7 R OF AXIS & SBI BANK
8/23
8/5/12
Customers may be involved in co-production.
Implications:-
Customers interact with providers
equipment , facilities , and system.
Market-Related Tasks:-
1)Develop user friendly equipments andsystems.
2)Train customers to perform effectively.
-
7/31/2019 7 R OF AXIS & SBI BANK
9/23
8/5/12
People may be the part of the service
experience.
Implications:-
Appearance , attitude and behavior of service personnel and other customers canshape the experience and affect satisfaction.
Market-Related Tasks:-
1)Recruit,Train and Reward theemployee.
2)Target the right customers at the right
-
7/31/2019 7 R OF AXIS & SBI BANK
10/23
-
7/31/2019 7 R OF AXIS & SBI BANK
11/23
8/5/12
Time factor often assumes great importance.
Implications:-
Customers see time as a scarce resource
and dislike wasting time waiting.
Market-Related Tasks:-
1)Find ways to compete on speed of delivery.
2)Minimize burden of waiting.
-
7/31/2019 7 R OF AXIS & SBI BANK
12/23
8/5/12
Distribution may take place through
nonphysical channels.
Implications:-
Information based services can bedelivered through electronic channels such asthe Internet or voice telecommunication
Market-Related Tasks:-
1)Seek to create user-friendly , secureweb -sites and free access by telephone.
-
7/31/2019 7 R OF AXIS & SBI BANK
13/23
8/5/12
Goods-ServicesContinuumGoods and Services are intermingled indifferent proportions. The goods and services
continuum enables marketers to see therelative goods/services composition of totalproducts.
-
7/31/2019 7 R OF AXIS & SBI BANK
14/23
-
7/31/2019 7 R OF AXIS & SBI BANK
15/23
8/5/12
Services MarketingEnvironmentPolitical Economic Environment
Socio-Cultural environment
Technological EnvironmentCompetitive Environment
-
7/31/2019 7 R OF AXIS & SBI BANK
16/23
8/5/12
Political EconomicEnvironmentMany service firms are being subject toGovernment Regulations in addition to the
usual taxes , legislation and restrictions onpromotion and price discrimination.
Regulation generally influence the range andtypes of competition.
Regulations reduces the marketers of optionsand introduces certain rigidities into themarketing process.
-
7/31/2019 7 R OF AXIS & SBI BANK
17/23
8/5/12
Political-EconomicEnvironment
Privatization
New rules to protect Customers , Employees
and the Environment.
-
7/31/2019 7 R OF AXIS & SBI BANK
18/23
8/5/12
Industrial policy:-
The Industrial policy of thegovernment covers all those principles, policies,
rules, regulations and procedures, which directand control the industrial enterprises of thecountry and shape the pattern of industrialdevelopment. It defines the scope and role of private and public sector.
-
7/31/2019 7 R OF AXIS & SBI BANK
19/23
-
7/31/2019 7 R OF AXIS & SBI BANK
20/23
8/5/12
ExportImport policy (Exim policy) :
It aims at increasing exports and bridge thegap between expert and import. Through thispolicy, the government announces various
duties/levies. The focus now-a-days lies onremoving barriers and controls and lowering thecustom duties.
-
7/31/2019 7 R OF AXIS & SBI BANK
21/23
8/5/12
Socio-Cultural
Environment:-
Social Groups:- Consumers ,Investors ,LocalCommunity , Employees.
Cultural factors:- Beliefs , Customs , Habits of individuals, Lifestyles.
-
7/31/2019 7 R OF AXIS & SBI BANK
22/23
8/5/12
TechnologicalEnvironment:-Innovative Techniques of Production.
Automation Provides a competitive edge.
Increased Productivity , Enlargement of thecatchment areas of service.
-
7/31/2019 7 R OF AXIS & SBI BANK
23/23
8/5/12
CompetitiveEnvironmentDirect Competitive Rivalry.
Threats From Alternatives
Threats from new Entrants.Bargaining powers of Buyers and Suppliers.