logging in or signing up 5 - Service marketing projects9884336609 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Copy Does not support media & animations WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 5824 Category: Entertainment License: All Rights Reserved Like it (5) Dislike it (3) Added: April 14, 2009 This Presentation is Public Favorites: 4 Presentation Description No description available. Comments Posting comment... By: nidhu_arjun (21 month(s) ago) hi this is really useful Saving..... Post Reply Close Saving..... Edit Comment Close By: ds.sehaj (26 month(s) ago) sir i m want this presentation very urgently Saving..... Post Reply Close Saving..... 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Jim Spohrer (2005) The largest labor force migration in human history is underway, driven by urbanization, global communications, low cost labor, business growth and technology innovation. Service mix : Service mix The Goods – Service Continuum : The Goods – Service Continuum Distinguishing Characteristics of Services : Distinguishing Characteristics of Services Intangibility A service is not physical and you need to make some evidences Inseparability A service is normally produced, consumed and evaluated simultaneously Variability Services are heavily dependent on the person that provide them Perishability Services can not be stored Service Characteristics - Intangibility : Service Characteristics - Intangibility Intangibility “Manage the evidence” and “tangibilize the intangible” Create physical image of service offer and add physical evidence The tangibilization and evidence check list: Place People Equipment Communication material Symbols Price Service Characteristics - Inseparability : Service Characteristics - Inseparability Inseparability Typically produced, consumed and evaluated simultaneously If the availability of service-producers are constrained Use pricing to reduce demand Increase service efficiency Serving multiple customers simultaneously Increase speed of service providing Focus efforts on training of front staff for better service evaluation Service Characteristics - Variability : Service Characteristics - Variability Variability Service quality depends heavily on the person that provides them How to secure service quality Good hiring and training procedures Identify customer service evaluation criteria Standardize the service – performance process Monitor customer satisfaction Service Characteristics - Perishability : Service Characteristics - Perishability Perishability Services cannot be stored Vulnerable to fluctuations in demand Demand side Differential pricing Nonpeak demand Complementary services Reservation systems Supply side Part-time employees Peak-time efficiency Increased consumer participation Shared services Facilities for future expansion Holistic Marketing in Service Firms : Holistic Marketing in Service Firms Holistic marketing Along the dimensions: Internal marketing Integrated marketing Relationship marketing Social responsibility marketing The special importance of internal marketing of services Since service marketing is so dependent of the provider, internal marketing is especially important The service marketing department is at its most valuable when it makes the rest of the organization better able to market the firm’s services Summary and Conclusions : Summary and Conclusions Summary To extract value from service sciences are one of the major managerial challenges of the modern western economy Services are different from goods Intangibility Inseparability Variability Perishability These differences gives raise to certain differences in marketing priorities, but basic marketing principles still apply! Continuation Product Strategy You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.