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1. Introduction to Services Marketing - Coggle Diagram
1. Introduction to Services Marketing
Scope of Services Marketiing
Service as an organization
Service as core product
Service as product augmentation
Service as product support
Service as an act
Why is Service Marketing Unique and Challenging
a) Cannot be demonstrated
b) Sale, production & consumption happen simultaneously
c) Cannot be stored & produced in demand anticipation
d) Cannot be protected through patents
e) Inseperable from provider
f) Unstandardised and are inconsistent
g) Franchisees face problems of quality of services
Importance
a. A key differentiator
b. Importance of relationships
c. Customer Retention
d. Multiple Touch-points
e. Services Proliferate
f. Feedback Improves Service
g. Technology Impacts
Peer to Peer services
ntegrators
Crowd Based Services
Reasons For Growth Of Service Sector in India
1.Economic affluence
2.Changing Role of Women
3.Cultural Changes
I.T. Revolution
Industrialization
6.Customer orientation
7.Health-Care Consciousness
8.Economic liberalization
9.Rampant migration
10.Export potential
11.Demographic Shifts
Government
Product Marketing vs Service Marketing
Meaning
Marketing mix
Sells
Who comes to whom?
Transfer
Returnability
Tangibility
Seperability
Customisation
Imagery
Quality Comparison
Consumer Evaluation
Processes for Services-Search vs Experience
Experience Qualities
Credence Qualities
Continuoum of Evaluation for Different Types of Products
Search Qualities
Services Marketing Mix
Product
Price
Place
Promotion
People
Physical Evidence
Process
Forces transforming the Global Service Economy
Government Policies
Social Change
Business Trends
Advances in IT
Globalization