Sony
Presentation On Marketing Of Services
From; Himani Sehgal Deepti Sadana Bharti Bhasin Debashree Ganguly
Defining a Service
“Any activity or benefit 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”.(Kotler)
The various sectors under the Services Sector in India are construction, trade, hotels, transport, restaurant, communication and storage, social and personal services, community, insurance, financing, business services, and real estate.
Defining Marketing of services
Service marketing is the endorsement of economic activities offered by a company to its consumers, it is considered to be a special sub set of marketing because it focuses on how rendering of services can affect both the customer attitude and the marketing strategy.
Service marketing includes building public relations, advancing customer loyalty, developing quality of service, handling relationships and complaint management.
Types of Services
Core Services: A service that is the primary purpose of the transaction. Eg: a haircut or the services of lawyer or teacher. Supplementary Services: Services that are rendered as a corollary to the sale of a tangible product. Eg: Home delivery options offered by restaurants above a minimum bill value.
Characteristics of a service are:
Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering.
Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous
From; Himani Sehgal Deepti Sadana Bharti Bhasin Debashree Ganguly
Defining a Service
“Any activity or benefit 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”.(Kotler)
The various sectors under the Services Sector in India are construction, trade, hotels, transport, restaurant, communication and storage, social and personal services, community, insurance, financing, business services, and real estate.
Defining Marketing of services
Service marketing is the endorsement of economic activities offered by a company to its consumers, it is considered to be a special sub set of marketing because it focuses on how rendering of services can affect both the customer attitude and the marketing strategy.
Service marketing includes building public relations, advancing customer loyalty, developing quality of service, handling relationships and complaint management.
Types of Services
Core Services: A service that is the primary purpose of the transaction. Eg: a haircut or the services of lawyer or teacher. Supplementary Services: Services that are rendered as a corollary to the sale of a tangible product. Eg: Home delivery options offered by restaurants above a minimum bill value.
Characteristics of a service are:
Intangibility: Services are intangible and do not have a physical existence. Hence services cannot be touched, held, tasted or smelt. This is most defining feature of a service and that which primarily differentiates it from a product. Also, it poses a unique challenge to those engaged in marketing a service as they need to attach tangible attributes to an otherwise intangible offering.
Heterogeneity/Variability: Given the very nature of services, each service offering is unique and cannot be exactly repeated even by the same service provider. While products can be mass produced and be homogenous