Services

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Services Social Mktg

• M Sahni

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Goods - things you can touch - tangible Services
- things you cant touch - but you can see their
effect intangible services are not physical,
they are intangible
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Characteristics of Services
1. Intangibility - u cant touch this 2.
Production (or performing the service) and
Consumption (using the service) - happens at the
same time 3. Heterogeneity - services are not
always delivered the same way 4. Perishability -
cannot be put in inventory or stored for later
use ie. You cant buy 2 haircuts
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Characteristics of Services

• 1. Intangibility - u cant touch this
• Services cannot be stored
• Services cannot be protected through patents
• - therefore a really great travel package and
  service can be copied
• a really great physical object can be patented,
  and NOT allowed to be copied

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Characteristics of Services

• 1. Intangibility - u cant touch this
• Hard to explain and display Services if you
  cant see them
• Prices are difficult to set - depends on
  customers expectations

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Characteristics of Services

• 1. Intangibility - u cant touch this
• Marketing Strategies
• stress tangible cues, eg. Smiling face
• use personal information, sources, references
• use word-of-mouth
• contact customers after they buy to stimulate
  continued enthusiasm and hope they talk it up

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Characteristics of Services
2. Inseparability of Production (or performing
the service) and Consumption (using the service)
- happens at the same time

• Many people involved in delivering a service
• mass production of services is hard to do

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Characteristics of Services
2. Inseparability of Production (or performing
the service) and Consumption (using the service)
- happens at the same time

• Marketing Strategies
• Emphasize how much you train your people - so
  their ability to give you good service will be
  high
• Have many locations so customers can get to you
• ie. Insurance sales come to your home

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Characteristics of Services
3. Heterogeneity - services are not always
delivered the same way It is very difficult to
standardize services eg. A machine can make ice
cream cones a standard size 100 of the time A
person filling an ice cream cone with a scoop
cannot do it the same amount each time, unless
you use a machine to dispense the ice cream
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Characteristics of Services
3. Heterogeneity - services are not always
delivered the same way It is very difficult to
standardize services eg. A Taxi driver cannot
drive you to the office in exactly the same time
each day because the traffic patterns change eg.
A travel agent can sell you a vacation package -
but cannot guarantee you will like the trip
exactly the same way another tourist did.
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Characteristics of Services
4. Perishability - cannot be put in inventory or
stored for later use ie. You cant buy 2
haircuts Demand fluctuates and changes,
sometimes depending on the season, or weather eg.
Taxi in the rain, vacation in summer
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What is Social Marketing ?

• A process to develop implement and evaluate and
  control behaviour change programs.
• Kotler defines it as
• The adaptation of commercial marketing
  technologies to the analysis, planning, execution
  and evaluation of programs designed to influence
  the behaviour of target audiences in order to
  improve their physical and mental well-being and
  or that of the society of which they are a part

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Understand the context of Social Marketing

• The social context provides opportunities and
  cues for behavior change and reinforcement
• Social marketing aims to create a social context
  that reinforces positive behavior and discourages
  negative behavior
• Legal penalties and financial incentives can be
  built into the social context.
• But the key to behavior change is social
  perception of what is normal and acceptable.

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The 6 Ps of social marketing
Price
Product
Publics
The 6 Ps of Social Marketing
Politics
Place
Promotion
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Social marketing stages

• Is most effective when it is implemented as a
  systematic continuous process driven at every
  stage by decision based research.
• There are six stages
• Planning and strategy
• Selecting channels and materials
• Developing materials and pre-testing
• Implementation
• Assessing Effectiveness
• Feedback to refine program