introduction to services marketing
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Dr. Ritesh Dalwadi (www.riteshdalwadi.com)This learning material is prepared from various published (both print and online) sources for class discussion and teaching purpose. Feel free to contact me at [email protected] for further information.
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Services = ???
Services are deeds, processes and
performance
Intangible, but may have a tangible
component
Usually produced and consumed at the same
time
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Defining, improving, and setting quality standards Services communication and keeping consistent image Maintaining motivation and commitment level of service
employees Setting service prices Coordination of marketing, operations and human
resource functions Standardization versus customization/personalization
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Examples: 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, ski resort, rafting
Travel: airlines, travel agencies, theme park
Others: hair styling, pest control, plumbing, lawn maintenance, counseling services, health club
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Tangibility Spectrum
5
TangibleDominant
IntangibleDominant
There is neither pure tangible goods nor pure intangible services.
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Distinctive Characteristics of Services
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Mark
etin
g M
ix fo
r S
erv
ices: 7
Ps
7
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Discuss importance of services marketing. How technology is impacting nature of
services? Discuss how marketing of physical goods (e.g.
laptop) is different from intangible services (e.g. psychotherapy or counseling)?
Do you agree or disagree that, “there is neither pure tangible goods nor pure intangible services” ? Why?