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Services

Government Sector Courts Employment. Exchanges Hospitals Municipal Services Post Office Schools, Colleges etc. Services. Business Sector Airlines Banks Insurance Management Consultants Lawler's Doctors Motion Pictures. Services. Manufacturers Computers Operators Legal Staff

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Services

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  1. Paramjit sharma

  2. Paramjit sharma

  3. Government Sector • Courts • Employment. Exchanges • Hospitals • Municipal Services • Post Office • Schools, Colleges etc Services Paramjit sharma

  4. Business Sector • Airlines • Banks • Insurance • Management • Consultants • Lawler's • Doctors • Motion Pictures Services Paramjit sharma

  5. Manufacturers • Computers Operators • Legal Staff • Accountants • Administrative Staff • Supportive Staff • Security Staff Services Paramjit sharma

  6. Services- another classification • Others • Security • Printing • Data-Processing • Speech Writing • Educational • Training • Interior-Designing • Laundry • Warehousing • Transportation Services • Public Utilities • Communication • Trading Services • Financial & Insurance • Real Estate Services • Marketing Services • Govt Provided Services • Engineering Services • Entertainment • Business & Professional Paramjit sharma

  7. SERVICE DEFINED Service is any act or Performance that one Party can offer to another that is essentially intangible and does not result in ownership of anything . Its production may or may not be tied To a physical product Paramjit sharma

  8. Need For Services & Products Old Age Care Senior Citizen Home Wheel Chair Dental Care Dental Chair Dental Equipments Photography Camera Films Printing Paramjit sharma

  9. Goods related Service Related Pure services Pure Goods TV CAR OWEN FRIDGE Bus-ticket Hotel-food Pizza- Home Service Equipments- leasing Car Financing Fan Warranty Gift Presenting Service Company Banking Legal Insurance Hair Styling Consultancy Paramjit sharma

  10. Pure goods Goods related Service Related Pure services CAR FIN FAN WAR GIFT-PRE SERVICE- COMP BUS-TRAN HOTEL-F PIZZA-HS EQP.-LEASING T.V CAR OVEN FRIDGE BANKING L SERVICE HAIR STY CONSULT Paramjit sharma

  11. DISTINCTIVE CHARACTERSTICS OF SERVICES Paramjit sharma

  12. INVEN TORY INSEPARABILITY INCONSISTENCY INTANGIBILITY Paramjit sharma

  13. intangibility • No physical attributes • Impossible to • taste • feel • hear • smell before buying • Cant be easily displayed • Inference from place,people price,symbols….. • Transform intangibility to tangibility Nobody cares As much ..Taj I’ve got a piece Of rock… Prudential Macdonald ..the Family restaurant Paramjit sharma

  14. intangibility Nobody cares As much ..Taj • No physical attributes • Impossible to • taste • feel • hear • smell before buying • Cant be easily displayed • Transform intangibility to tangibility I’ve got a piece Of rock… Prudential Macdonald ..the Family restaurant University Degree tangible evidence of knowledge acquired Paramjit sharma

  15. Tangibilising the Intangibles • Visualization • Association • Physical Representation • Documentation • People Involvement • Place Advantage • Promotion • Branding Paramjit sharma

  16. Tangibilising the Intangibles • Visualization Hotels depicting benefits of dinning at restaurant through Advertisement Paramjit sharma

  17. Tangibilising the Intangibles • Association Air India Used Friendly Maharaja Shah Rukh with Air-tel Paramjit sharma

  18. Tangibilising the Intangibles • Physical Representation Citibank credit Card in Gold or Platinum Symbolizes wealth & Status Airlines Dress Symbolizes visibility, reliability and cleanliness Paramjit sharma

  19. Tangibilising the Intangibles • Documentation Citing fact & figures in support of performance • Major Awards Won By Jet Air • % Of People Preferring Jet Air • Number. One Company in Market Share Paramjit sharma

  20. Tangibilising the Intangibles • People Involvement People are often Critical Element in service Delivery Training People To be courteous in Hotel for Service Delivery Paramjit sharma

  21. Tangibilising the Intangibles • Place Advantage The clean, well laid down interiors of a Hotel Room depicts the quality of service Paramjit sharma

  22. Tangibilising the Intangibles • Promotion • Personal Care through Promotion Campaigns offers life long Assurance scheme Paramjit sharma

  23. Tangibilising the Intangibles • Branding Branding helps in differentiation of the service from competitors The family Restaurant The world on time Paramjit sharma

  24. Inconsistency Variability & Heterogeneity in services • Diff. Services on diff. Occasions. • Diff. Services to diff. customers Doctors , porters, nurses Waiters, Banks, Shops ……. Paramjit sharma

  25. Inconsistency Different services Paramjit sharma

  26. Inconsistency Performance of an Artist Paramjit sharma

  27. Strategies for Dealing With Inconsistency • Industrial Services • Establish Set Rules Paramjit sharma

  28. Strategies for Dealing With Inconsistency • Industrial Services • Hard Technologies- ATM • Soft technologies - Standardized Tours • Hybrid technologies- low priced repairs Paramjit sharma

  29. Strategies for Dealing With Inconsistency • Establish Set Rules & procedures Limited Menu Restaurants- Pizza Ensuring consistency in service- 30 minutes Pizza delivery Paramjit sharma

  30. inseparability It can not be separated from the creator-seller of The product Paramjit sharma

  31. inseparability Services are typically produced And consumed simultaneously • Co-production.. dentist/patient • Isolated production.. t.v.serial • Self-services… ATM, weighing Machine Paramjit sharma

  32. Inventory Inventory relates to perish ability characteristic in Service marketing The services cannot be easily saved, stored or inventoried Paramjit sharma

  33. Inventory Empty seats in a stadium for a Cricket game can not be carried To the next game Paramjit sharma

  34. Inventory Empty seats at 10 am flight to Bombay does not mean Seats may be available in the next flight Paramjit sharma

  35. Inventory Inventory relates to perish ability characteristic in Service marketing The services cannot be easily saved, stored or inventoried Paramjit sharma

  36. Services cant be stored,saved or inventoried High Cost of inventory Low Airlines Telecom Nursing home Restu rants Hotels Dry Clean,g Insure Co. Property agents Paramjit sharma

  37. Strategies for Dealing With Inventory (Perishability) Result Of Demand Variability Match Capacity by Shifting demand— Sunday open Adjusting Prices- lowering or increasing prices Stretch the existing Capacity- 24hrs banking Stretching Facilities- adding manpower/machines Paramjit sharma

  38. Factors Influencing Customer Perceptions of Service Service Encounters Evidence of Service Service Quality Perceptions of Service Value Customer Satis- faction Image Price Paramjit sharma

  39. Service Quality Spells Profits Costs Margins Defensive Marketing Volume of Purchases Service Quality Price Premium Customer Retention Profits Word of Mouth Market Share Sales Offensive Marketing Reputation Price Premium Paramjit sharma

  40. Three Roles Customers Can Play in Service Delivery Service Delivery Productive Resources Contributors to Quality, Value, and Satisfaction Competitors Paramjit sharma

  41. Approaches forMatching Service Delivery and Promises Reset Customer Expectations Manage Service Promises Manage Horizontal Communications Delivery > or = Promises Improve Communica- tions to Customers Paramjit sharma

  42. Marketing strategies for service firm • 7P,S….. 4i+People,Phy.Evidence,Process • People.. selection, training, competence, caring, problem solving • Physical Evidence..demonstrating service quality through Physical Evidence • Process.. adopting different processes to serve the customers Paramjit sharma

  43. thanks Paramjit sharma

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