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What is service marketing

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Gufi Mf
Gufi Mf

This document defines and provides examples of service marketing. It discusses the unique characteristics of services, including intangibility, perishability, inseparability, and variability. It then outlines the 7 P's of the service marketing mix: product, price, place, promotion, people, physical evidence, and process. For each P, it provides brief explanations and examples related to marketing telecommunication services. The document concludes by suggesting ways to improve customer satisfaction.

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What is Service Marketing? Examples: Defense, Postal, Education, health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, etc Definition: Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product
Services Unique characteristic - 1 INTANGIBILITY Customer is unable to experience theproduct prior to purchase
Services Unique characteristic - 2 PERISHABILITY Cant be stored
Services Unique characteristic - 3 INSEPERABILITY Production & consumption happen at the same place and cannot be separated
Services Unique characteristic - 4 VARIABILITY Difficulty in establishing consistency in quality across Providers or within providers across Time across Delivery Centers
7 PS of Service Marketing Mix Product Price Promotion Place People Physical evidence Process
Product Company provides products like Postpaid connections Prepaid connections Dialing cards Hutch PCO Hutch Handy phone
Product decisions Branding Quality Features We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer
Price.... The prices are being Talk plans charged in accordance with: The charges vary from region to region. Prices Roaming Services rates
Pricing strategies Penetration Skimming Competition Product line
Pricing is the only mix which generates a turnover for the organization. The remaining Ps are the variable cost for the organization. Price must support these elements of the mix. Pricing is difficult and must reflect supply and demand relationship.
Promotion.... Promotion Personal Advertisement Hoardings Media Publicity Internet selling
Promotion of product Easy recharge Two two Validity talk offer plan Promotion Reducing VIP nos rates
PLACE The hutch outlets are being situated in various places in India which includes 16 states. It has both postpaid outlets and prepaid outlets.
Physical Evidence. Before and After sale documents PHYSICAL EVIDENCE Sim cards Bills
People People are important because: Providing a service, rather than selling a product. Quality of personal relationships between company and clients becomes vital. New staff needs thorough training and constant monitoring. Staffing costs the highest cost Recruiting specialist staff time consuming and expensive. Strategies and tactics for recruiting, training and safeguarding relationships.
People Include... Higher managers Middle managers Lower managers Others like: Technicians Dealers Other Employees (BPO Employees)
Process That P of marketing mix which let customers get the best of the products.
Process of taking a postpaid connection Go to Hutch Shop Choose a product (Say Postpaid connection) Pay the appropriate fees Take the Respective product (Like SIM Card in this case) Avail the facilities Give the feedback
Suggestions The charges should be less The outlets should be opened in the small towns also No. of Hutch PCO should be raised More schemes should be introduced Customer satisfaction should be there
THANK YOU

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What is service marketing

  • 1. What is Service Marketing? Examples: Defense, Postal, Education, health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, etc Definition: Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product
  • 2. Services Unique characteristic - 1 INTANGIBILITY Customer is unable to experience theproduct prior to purchase
  • 3. Services Unique characteristic - 2 PERISHABILITY Cant be stored
  • 4. Services Unique characteristic - 3 INSEPERABILITY Production & consumption happen at the same place and cannot be separated
  • 5. Services Unique characteristic - 4 VARIABILITY Difficulty in establishing consistency in quality across Providers or within providers across Time across Delivery Centers
  • 6. 7 PS of Service Marketing Mix Product Price Promotion Place People Physical evidence Process
  • 7. Product Company provides products like Postpaid connections Prepaid connections Dialing cards Hutch PCO Hutch Handy phone
  • 8. Product decisions Branding Quality Features We must remember that Marketing is fundamentally about providing the correct bundle of benefits to the end user, hence the saying Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer
  • 9. Price.... The prices are being Talk plans charged in accordance with: The charges vary from region to region. Prices Roaming Services rates
  • 10. Pricing strategies Penetration Skimming Competition Product line
  • 11. Pricing is the only mix which generates a turnover for the organization. The remaining Ps are the variable cost for the organization. Price must support these elements of the mix. Pricing is difficult and must reflect supply and demand relationship.
  • 12. Promotion.... Promotion Personal Advertisement Hoardings Media Publicity Internet selling
  • 13. Promotion of product Easy recharge Two two Validity talk offer plan Promotion Reducing VIP nos rates
  • 14. PLACE The hutch outlets are being situated in various places in India which includes 16 states. It has both postpaid outlets and prepaid outlets.
  • 15. Physical Evidence. Before and After sale documents PHYSICAL EVIDENCE Sim cards Bills
  • 16. People People are important because: Providing a service, rather than selling a product. Quality of personal relationships between company and clients becomes vital. New staff needs thorough training and constant monitoring. Staffing costs the highest cost Recruiting specialist staff time consuming and expensive. Strategies and tactics for recruiting, training and safeguarding relationships.
  • 17. People Include... Higher managers Middle managers Lower managers Others like: Technicians Dealers Other Employees (BPO Employees)
  • 18. Process That P of marketing mix which let customers get the best of the products.
  • 19. Process of taking a postpaid connection Go to Hutch Shop Choose a product (Say Postpaid connection) Pay the appropriate fees Take the Respective product (Like SIM Card in this case) Avail the facilities Give the feedback
  • 20. Suggestions The charges should be less The outlets should be opened in the small towns also No. of Hutch PCO should be raised More schemes should be introduced Customer satisfaction should be there