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MARKETING MIX FOR SERVICES AND NON PROFIT MARKETING (People (The people…
MARKETING MIX FOR SERVICES AND NON PROFIT MARKETING
Special Characteristics of Services
Intangibility
(Not physical but may have physical components)
Inseparability
(Production and consumption are simultaneous)
Variability
(Service quality may vary on person performing)
Perishability
(Service is provided and cannot be stored)
Goods-Service Continuum
Goods
| Groceries | Computers | Cinemas |
Restaurant
| Sports Centre | Education | Banking |
Services
People
The people who provide services and represent the brand
Can influence receptiveness to purchases (under/over-attentive, under/over-selling)
Front line staff (salespeople) are more effective when forming accurate 1st impressions of customers
Tailor to customers budgets from the first moment
In business to business context, relationships are mega important
HR has vital role in providing training to selected sales staff
Processes
Can be visible (tangible) to a varying degree
Can be a feature of the service (e.g. watch coffee or food being made)
Customers can be involved in process
(e.g. scanning items at checkout)
org's must understand segments here. Do customers want this?
Important for maintaining efficiency of services
(e.g. queue management systems)
Operations management function is key here
Physical Evidence
PE associated w/ a service can be interpreted as a cue to service quality and/or a component of the experience
Can affect purchase decisions and future patronage
(e.g. decor, atmosphere, quality)
Important in representing brands
Tangible cues to support offerings
(must be appropriate to target segments)
Opportunity for differentiation and added value