Services are distinguished from products mainly because they are generally produced at the same time as they are consumed, and cannot be stored away or taken. An enhanced marketing mix needs to be deployed. :
Services are distinguished from products mainly because they are generally produced at the same time as they are consumed, and cannot be stored away or taken. An enhanced marketing mix needs to be deployed.
Services :
Services Growth of service sector in advanced industrial societies
market oriented trade with service organisations e.g. internal markets
Marketing characteristics of services
intangibility
inseparability (cannot be separated from the provider)
heterogeneity (precise standardisation is difficult)
perishability (cannot be stored e.g. hotel rooms)
ownership (does not result in a property transfer)
The extended marketing mix for services :
The extended marketing mix for services People - the personnel
Process e.g. airlines
Physical evidence
Personal selling
Front line workers e.g. skills, attitude
People :
People
Processes :
Processes
Physical Evidence :
Physical Evidence