SERVICES MARKETING Mr.K.Mohan Kumar.

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Presentation transcript:

SERVICES MARKETING Mr.K.Mohan Kumar

Implications of Intangibility Services cannot be inventoried Services cannot be easily patented Services cannot be readily displayed or communicated Pricing is difficult 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Implications of Heterogeneity Service delivery and customer satisfaction depend on employee and customer actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Guess Who?

Identify this retail pioneer in India Identify this retail pioneer in India. He set up Food world, Music World, Health and Glow as CEO Spencer. He passed in 2017.

P.K.Mohapatra

Indian Railways has launched a premium train service , Tejas Express Indian Railways has launched a premium train service , Tejas Express. Between which 2 cities the first one will ply ?

Mumbai to Goa

Which Indian film has become the biggest grosser in China among non-Hollywood films ?

Dangal

Which IT major who had promoted remote working for its employees have now asked employees to start reporting at offices. ?

IBM

What is the name of the lifestyle and sports brand of Rhiti Sports, where cricketer MS Dhoni has a stake?

Seven: A brand by MS Dhoni

Steve Jobs visited Kainchi Dham in India searching for meaning and peace, before he started Apple. Many years later, he advised another start-up founder to go and visit the place. Who was that CEO?

Mark Zuckerberg

Implications of Simultaneous Production and Consumption Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential Mass production is difficult 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Implications of Perishability It is difficult to synchronize supply and demand with services Services cannot be returned or resold 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Challenges for Services Defining and improving quality Ensuring the delivery of consistent quality Designing and testing new services Communicating and maintaining a consistent image Accommodating fluctuating demand Motivating and sustaining employee commitment Coordinating marketing, operations, and human resource efforts Setting prices Finding a balance between standardization versus customization 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA

Expanded Marketing Mix for Services 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA