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The marketing mix for services and non-profit marketing (marketing mix for…
The marketing mix for services and non-profit marketing
marketing mix for services
place
people
promotion
physical evidence
price
processes
product
product offerings usually consist of a blend of products and services- people getting accepted in the marketing mix for products.
special characteristic of services
inseperability
simultaneous production and consumption
variability
varies depending on who performs the service
intangibility
no physical offering/ may contain physical elements
perishability
cannot be stored, provided at a point in time
people
people who provide the service play a key role in representing the brand
staff can influence customers receptiveness to purchasing it
staff influence- being over or under attentive, under or over selling, or projecting off putting expressions
front line staff or sales people
more effective as they are able form accurate first impressions of consumers
customer oriented training
equip staff with the skills needed to identify customers needs accurately
business to business context
relationship quality affected if they focus on positive and negative feedback
monitored by managers
human resource function
select and train staff to ensure effective customer service and skills to support the firm
physical evidence
represented by consumers cue to service quality
affect purchase selection
consumers will assess the atmosphere, quality and decor of any service settting
physical quality of a restaurant, decor of a jewelry shop
important to representing a brand
tailored well to target segments
processes
customers are co-producers
understand their customer segments
offer alternative processes
important for maintaining efficiency of services
operations management function
ensure an org processes contribute to delivery of customer value
