Service Marketing Flashcards
What’s a service
The action of doing something for someone/something
= largely intangible
= cannot see/touch/feel it
How is service marketing different from marketing a physical product
They must use the benefits of a service by linking with imagery and ideas that are more tangible
I.e. a personal trainer selling a lifestyle or an image
I.e. a hairdresser selling a look
4 features of service marketing
- Persishable
- inseparable
- intangible
- variable / heterogenous
Perishable
Once that particular event has occurred then it cannot be repeated identically
You’ll never ever have the same haircut experience again
Inseparable
Consumer (consumption) + service provider (production)
Consuming their skill - I.e consuming hairdresser’s skill to cut your hair
Intangible
Cannot be seen touched felt
Variable / heterogenous
The human input means it is always slightly different from the last time
Offered a coffee first time, hung coat up, used a different hair product
Heterogenous = lots of or multiple
The 7ps of service marketing
Product
Price
Place
Promotion
NEW Ps:
People
Process
Physical and evidence
Product
Intangible
Perishable
Variable
Customising the old VS sacrificing the quality
- Big Mac standardisation and no differentiation
- customising and not be able to keep up the consistency such as with quality
Price
Cost plus is difficult
All competitor based pricing
How do you put a price on a service? - restaurant with the tone, lighting, place and feelings
Place
Location is often part of the service
I.e. holiday resort
Promotion
Often very identical products such as banking all offering the same thing
NEW P - People
People often are the service
^^^ restaurant or a pub
TRAINING is critical to success in this but the training must be appropriate
NEW P - Process
It’s vital to ensure the same experience for all customers with the use of consistency
NEW P - Physical Evidence
By adding TANGIBILITY
I.e. the chairs in a hairdresser
The interior decor in a restaurant
The mini bars, comfy seats, piano, fire, complementary drinks
