SERVICES MARKETING MIX

SERVICES MARKETING MIX

Services Marketing Mix
Traditional marketing mix
Product Price Place Promotion

For services Modifications in marketing mix required Why?

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SERVICES MARKETING MIX

Services
Simultaneous production and consumption People involved in service delivery process Being intangible, customer look for tangible cues Services marketers need to look for additional variables to communicate and satisfy their customers.
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SERVICES MARKETING MIX

Service Marketing Mix How would you rate a hotel We need to expand traditional marketing mix to take care of this?

SERVICES MARKETING MIX

Components of Services Marketing Mix
Products Price Place Promotion People Physical evidence Process
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SERVICES MARKETING MIX

People
All human actors who play a part in service delivery and thus influence the buyers perceptions. Namely the firms personnel, the customer, and the other customers in the service environment. How people are dressed. Personal appearance. Their attitude and behaviour Importance varies from service to service.
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SERVICES MARKETING MIX

People
FM Broadcast
Person not visible Dress not that critical How he speaks is critical

Doctor performing surgery

How famous is he/she Courtesy Communication How he encourages patient Performance starts after patient is seated

Role of people vary from service to service.

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SERVICES MARKETING MIX

PHYSICAL EVIDENCE The environment in which the service is delivered and where the firm and customer interact. Any tangible components that facilitate performance or communication of the service. Tangible representation of the service such as brochures, letterheads, business cards, signage, equipment.
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Physical Environment
The ambience, mood or physical presentation of the environment
Smart/shabby? Trendy/retro/modern/old fashioned? Light/dark/bright/subdued? Romantic/chic/loud? Clean/dirty/unkempt/neat? Music? Smell?

SERVICES MARKETING MIX

PHYSICAL EVIDENCE PVR Anupam Reservation counter Well dressed employees Computerised tickets Security at entrance Clean and tidy Comfortable seats We judge quality on above parameters
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SERVICES MARKETING MIX

PHYSICAL EVIDENCE ABN Amro Bank-ATM Location of ATM Restricted entry Air Conditioned Attractive ATM layout New currency notes Attractive, well laid out brochures Image of excellent service
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SERVICES MARKETING MIX

PROCESS
The actual procedure, mechanism, and flow of activities by which the service is delivered the service delivery and operating systems. Various types of service Simple Complicated How the service is delivered?
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SERVICES MARKETING MIX

PROCESS-ABN AMRO Bank Cash withdrawl Earlier visit to the bank Present cheque Debit your account Go to cashier Get cash
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SERVICES MARKETING MIX

Problems Customers have to visit bank Traffic / parking problems Rush in branch Waiting Customers not satisfied. How to improve the process?
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SERVICES MARKETING MIX

AT PRESENT Banking at home Withdrawl request on phone Bank employee delivers cash at home No hassles of parking etc. Process made easier Customers more satisfied We need to continuously improve processes to improve customer satisfaction.
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Thank You..

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