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Introduction toMarketing

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Marketing Strategy and the MarketingMix Developing an Integrated

Marketing Mix

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 The New Four Ps

Processes

People

Programs

Performance

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hat is a service!

• It is intangi"le#

• It does not result in ownership#

•

It may or may not "e attached with aphysical product

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Services Marketing

Nature and Characteristics of a Service

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$haracteristics of Services%

1. Intangibility 2. Perishability

3. Inseparability !eterogeneity

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$haracteristics ofServices

Intangi"ility&'ack of tangi"le assetswhich can "e seen( touched( or smelledprior to purchase#

Perisha"ility&Ina"ility of a service to "e

inventoried or stored# Insepara"ility&Simultaneous production

and consumption of a service#)aria"ility&*nwanted or random levels

of service +uality customers receivewhen they patroni,e a service -rm#Non.ownership .

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Services Marketing

In addition to traditionalmarketing strategies( service-rms often re+uire additionalstrategies

• Service.pro-t chain

• Internal marketing• Interactive marketing

Marketing Strategies for Service "ir#s

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ServicesMarketing

Service$pro%t chain links service -rm pro-tswith employee /customer satisfaction

• Internal service +uality

• Satis-ed / productiveservice employees

• 0reater service value

• Satis-ed / loyalcustomers

• 1ealthy service pro-ts/ growth

Marketing Strategies

 for Service "ir#s

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Services Marketing

Internal #arketing meansthat the service -rm must

orient and motivate itscustomer contact employeesand supporting servicepeople to work as a team toprovide customer

satisfaction

Internal marketing must

precede external marketing

Marketing Strategies for Service "ir#s

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Services Marketing

Interactive #arketing means that service+uality depends heavily on the +uality of the

"uyer2seller interaction during the serviceencounter

• Service di3erentiation

• Service +uality

•

Service productivity

Marketing Strategies for Service "ir#s

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Services Marketing

Managing service di&erentiation creates a competitive advantage

from the o3er( delivery( and image ofthe service

• '&er can include distinctive features

• (elivery can include more a"le andrelia"le customer contact people(environment( or process

• I#age can include sym"ols and"randing

Marketing Strategies for Service "ir#s

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Services Marketing

Managing service )uality provides a competitive advantage

"y delivering consistently higher+uality than its competitors

Service +uality always varies

depending on interactions"etween employees andcustomers

Marketing Strategies for Service "ir#s

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Services Marketing

Managing service productivity refers tothe cost side of marketing strategies for

service -rms• 4mployee recruiting( hiring( and training

strategies

•

Service +uantity and +uality strategies

Marketing Strategies for Service "ir#s

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Factors a3ecting marketingmix

• $onsumer "ehavior

• $onsumers motivation in purchasing( "uyingha"its( living ha"its and "uying power

•  Technical and socio.economic developments• $ompetitors "ehavior5si,e and strength of

competitors( num"er of competitors andproduct choices they are providing6

• 0overnment control on some varia"les liketaxes etc#

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 Thank 7ou