service marketing place

Slide 1: 

SERVICE MARKETING Major Shekhawat. Email at majorvikas@theinfinitysolutions.in "Infinity" Major shekhawat

Place (Distribution) of service : 

Place (Distribution) of service The distribution system may bé defined as the channels , or means used by which the service provider gain access to potential buyer of the service product Before the the formulation of channel structure following aspects of service distribution must bé taken into consideration: There is no actual tangible product which is being distributed It involves consumer’s movement to the service location , As a consumer is part of service operation , the method of selling and enviornment within which service product purchase is made becomes part of service experience. The service organisation have to devise promotional/distribution strategies suiting customer coming directly , through agents or other modes . "Infinity" Major shekhawat

Location : 

Location Need of the Market Technological Inovation Convenience "Infinity" Major shekhawat

Accessibility : 

Accessibility Accessibility to range and choice of service literature and brochures. Accessibility to components such as visas, traveller cheques , insurance and cards Accessibility to booking points in every main town and cities. Accessibility to alternative brands Accessibility to alternative agents. For e.g. Electronic distribution has created opportunity to have access to a wide network and now travel agents located at distant locations can make the services accessible at the convenience of the customer. "Infinity" Major shekhawat

Channels of Distribution : 

Channels of Distribution "Infinity" Major shekhawat

Major Intermediaries for service Delivery : 

Major Intermediaries for service Delivery "Infinity" Major shekhawat

FRANCHISING : 

FRANCHISING Franchising is a type of contractual vertical marketing system that involves a continuing relationship in which a franchisor(parent company) provides the right to use a trademark plus various form of management assistance in return for payment from franchisee(the owner of the individual business unit) franchisee model.xlsx "Infinity" Major shekhawat

Electronic Channel : 

Electronic Channel Increased used of self service operations e.g many marketing firms have put their services on website and those who need get it by self service Providing data bank services e.g a service provider may require information to make a mailing list to a target a specific audience Electronic banking E-mail and many more ELECTRONIC CHANNELS –Advantages Convenience Low Cost Wide distribution Customer Choice Quality control Some Examples:- Plastic Money, Selling through online services , Buying through online services , Video Conferences , E-Banking ,E-Education "Infinity" Major shekhawat

Services Distribution through Agents and Brokers : 

Services Distribution through Agents and Brokers Agents and Brokers Service providers Agents Selling Agents Brokers ADVANTAGE OF USING AGENTS/BROKERS The service become widely represented and accessible The selling and distribution costs are reduced The marketing strategies can be tailored to suit the local markets as agent/brokers possess expert knowledge of local conditions Those involved in providing services possess special knowledge and skill and therefore assemble the package of services from the supplier for the service buyers They can provide services of the customers choice and they represent multiple providers of services "Infinity" Major shekhawat

Question : 

Question Design the distribution channel for and give reasons thereof? An ocean cruise Image consultancy Management consultancy Who are the major intermediaries in the service delivery ? Discuss their role What is franchising? Discuss trade name franchising and business format franchising with special refrence to service ? Discuss the use of electronic channels in service distribution . Explain your answer with the examples of typical service industry you are familiar with ? "Infinity" Major shekhawat