Presentation Transcript
Services Marketing“Services are going to move in this decadeto being the front edge of the industry.” :Services Marketing“Services are going to move in this decadeto being the front edge of the industry.” Presented By
RICHA
Aim and Objective :Aim and Objective Service Marketing.
Characteristics of Services Compared To Goods
Service Marketing Mix
Customer Expectation of Services
Zone of Tolerance
Factors That Influnces Customer Expectations Of Services
Services :Services Services:
Deeds, Processes and Performances.
Example: IBM.
Technically
“All Economic activities whose output is not a physical product or construction, consumed at the time it is produced and provides added value in forms, that are essentially intangible concerns of its first purchaser.”
Characteristics Of Services Compared To Goods :Characteristics Of Services Compared To Goods
Services Marketing Mix :Services Marketing Mix Traditional Marketing Mix
Product
Place
Promotion
Price
Expanded Marketing Mix For services
People
Physical evidence
Process
The Customer Gap :The Customer Gap Expected Services Perceived Services Customer Gaps
Customer Expectation of Services :Customer Expectation of Services Levels of Expectations
Desired Services
Adequate Services
Zone of Tolerance
Zone Of Tolerance :Zone Of Tolerance Desired Service Adequate Service Zone of Tolerance
Factors That Influence Customer Expectations of Services :Factors That Influence Customer Expectations of Services Sources of Desired Service Expectations
Personal Needs.
Lasting Service Intensifiers.
Sources of Adequate Service Expectation
Temporary Service Intensifier
Percieved Service Alternatives
Situational Factors
Predicted Services