Marketing Mix - Services Flashcards
People
People represent the business - The image First contact often human - Extent of training - Represent the desired culture
Process
What do they have to do to acquire the services
Where do they find the availability of the service?
- Contact
- Reminders
- Registration etc
Physical Environment
The ambience, mood or physical presentation of the environment
WHAT IS A SERVICE?
An intangible product involving a deed, a performance or an effort that cannot be physically possessed.
Consumer services - education, healthcare, leisure, financial
Business services, repairs and maintenance, advertising, research
Characteristics of Service
1) Intangibility
2) Inseparability
3) Heterogeneity Variability
4) Perishability
Intangibility
a deed, performance or effort difficulty in evaluation use tangible cues benefits on non-ownership
Inseparability
Simultaneous production and consumption
- Importance of service provider
Heterogeneity Variability
Standardisation difficult
- Selection, training and rewarding of staff
Perishability
- Consumption cannot be stored
- Match supply and demand
- Use of part-time staff
The Service Marketing Triangle
Company Management
- Internal Marketing (Enabling the promise)
Employees
- “Delivering the promise”
Customers
- External Marketing “Setting the promise”
Company Management
Ways to use the services marketing triangle
Overall Strategic Assessment
- How is the service organisation doing on all three sides of the triangle?
- Where are the weaknesses?
- What are the strengths?
Ways to use the services marketing triangle
Specific Service Implementation
- What is being promoted and by whom?
- How will it be delivered and by whom?
- Are the supporting systems in place to deliver the promised service?
