Service Marketing AMU
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Transcript of Service Marketing AMU
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Presented By,
AMRITA SRIVASTAVA
MBA 4th
Sem
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A service is any act or performance one partycan offer to another that is essentiallyintangible & does not result in the ownershipof anything.
- PHILIP KOTLER
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Hotel accommodationMovies
Restaurants service
TelephoneAirlines
Banking
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TheServices
Intangibility
Heterogeneity
Perishability
Inseparability
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Services are intangible in that they do not have aphysical shape.
So a consumer cannot touch bt see their effect & feelit.
Not all the service product has similar intangibility.Some services are highly intangible, while the others
are low. For example- Teaching, Consulting, Legal advices are services
which have almost nil tangible components; Whilerestaurants, fast food centers, hotels and hospitalsoffer services in which their services are combined
with product (tangible objective) , such as food inrestaurants, or medicines in hospitals etc.
The provider can emphasize on the benefits of theservice rather than just describing the features.
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Inseparability means services are not of separablenature.
For example- We cant hold the teaching / lecture giving by
the teacher. The waitress in the restaurant or the cashier in the
bank , is an inseparable part of the service.
Taxi operator drives taxi, & the passenger uses it.The presence of taxi driver is essential to providethe service. The services cannot be produced nowfor consumption at a later stage / time.
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It is difficult to standardize.Variability indicates that a service performance is unique tothe customer, or group of customers, being serviced.
Services are highly variable, as they depend on the serviceprovider, and where and when they are provided.
For Example The workmanship of your car repair will be identical eachvisit to the garage u r likely to have good & bad experiences.
The taxi service which transports the service consumer fromhis home to the opera is different from the taxi service whichtransports the same service consumer from the opera to hishome another point in time, the other direction, maybeanother route, probably another taxi driver and cab.
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GOODS SERVICESi. Can be touched cant be touched
ii. Can be stored cant be stored
iii.
Can be resold cant be resoldiv. Transferable not transferable
v. Eassier to measure
the quality difficult to measure
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PRODUCT PRICE
Design List price
Features Discounts
Quality Extra
Variety
Brand name Packaging
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PLACE PROMOTION
Distribution channels Advertising Methods of distribution Personal Selling
Coverage Sales promotion
Location Public Relation
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PEOPLE
PHYSICAL EVIDENCE
PROCESS
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