SERVICES MARKETING MIX

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SERVICES MARKETING MIX

• At the end of this module the learning outcomes
  are
• Why there is a need to expand services marketing
  mix?
• What are the components of services marketing
  mix?
• Importance of additional components of services
  marketing mix?

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SERVICES MARKETING MIX

• Suggested Readings
• Services Marketing
• By
• Zeithmal Bitner
• Chapter 1

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SERVICES MARKETING MIX

• Services Marketing Mix
• Traditional marketing mix
• Product
• Price
• Place
• Promotion
• For services
• Modifications in marketing mix required
• Why?

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SERVICES MARKETING MIX

• Services
• Simultaneous production and consumption
• People involved in service delivery process
• Hair dressers
• Bank cashier
• Doctor
• Instructor
• Being intangible, customer look for tangible
  cues
• Services marketers need to look for additional
  variables to communicate and satisfy their
  customers.

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SERVICES MARKETING MIX

• Service Marketing Mix
• How would you rate a hotel
• Design and decor
• Courtesy of employees
• How prompt they attend your request.
• We need to expand traditional marketing mix to
  take care of this?

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SERVICES MARKETING MIX

• Components of Services Marketing Mix
• Products
• Price
• Place
• Promotion
• People
• Physical evidence
• Process

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SERVICES MARKETING MIX

• People
• All human actors who play a part in service
  delivery and thus influence the buyers
  perceptions.
• Namely the firms personnel, the customer, and
  the other customers in the service environment.
• How people are dressed.
• Personal appearance.
• Their attitude and behaviour
• Importance varies from service to service.

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SERVICES MARKETING MIX

• People
• FM Broadcast
• Person not visible
• Dress not that critical
• How he speaks is critical
• Doctor performing surgery
• How famous is he/she
• Courtesy
• Communication
• How he encourages patient
• Performance starts after patient is seated
• Role of people vary from service to service.

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SERVICES MARKETING MIX

• PHYSICAL EVIDENCE
• The environment in which the service is delivered
  and where the firm and customer interact. Any
  tangible components that facilitate performance
  or communication of the service.
• Tangible representation of the service such as
  brochures, letterheads, business cards, signage,
  equipment.

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SERVICES MARKETING MIX

• PHYSICAL EVIDENCE
• PVR Anupam
• Reservation counter
• Well dressed employees
• Computerised tickets
• Security at entrance
• Clean and tidy
• Comfortable seats
• We judge quality on above parameters

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SERVICES MARKETING MIX

• PHYSICAL EVIDENCE
• ABN Amro Bank-ATM
• Location of ATM
• Restricted entry
• Air Conditioned
• Attractive ATM layout
• New currency notes
• Attractive, well laid out brochures
• Image of excellent service

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SERVICES MARKETING MIX

• PROCESS
• The actual procedure, mechanism, and flow of
  activities by which the service is delivered the
  service delivery and operating systems.
• Various types of service
• Simple
• Complicated
• How the service is delivered?

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SERVICES MARKETING MIX

• PROCESS-ABN AMRO Bank
• Cash withdrawl
• Earlier visit to the bank
• Present cheque
• Debit your account
• Go to cashier
• Get cash

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SERVICES MARKETING MIX

• Problems
• Customers have to visit bank
• Traffic / parking problems
• Rush in branch
• Waiting
• Customers not satisfied.
• How to improve the process?

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SERVICES MARKETING MIX

• AT PRESENT
• Banking at home
• Withdrawl request on phone
• Bank employee delivers cash at home
• No hassles of parking etc.
• Process made easier
• Customers more satisfied
• We need to continuously improve processes to
  improve customer satisfaction.