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Marketing Mix - services and non-profit marketing (Special characteristics…
Marketing Mix - services and non-profit marketing
Special characteristics of services
Intangibility
not phyiscal offerings
Inseperability
prodcution and consumption are simultaneous
variability
quality may vary dependant on service provide
perishability
provided at a point in time, can not be stored
Non-profit marketing
marketing without the specific goal of achieving profit
typically service based
People
a growing impact on providing service and representing the brand
service needs to be tailored to guests to achieve satisafaction
sales approaches should be tailored to budgets as opposed to selling the highest price
Customer-oriented training allows staff to help identify customer needs more accurately
Process
becomes part of the service experience
self checkout
A key to maintaining efficiency of service
effective queue management is vital to customer satisfaction
Physical Evidence
consumers assess
atmosphere
quality
decor
represents the brand
offers opportunity for differentiation and added value