This presentation includes basics of marketing, definition of services, characteristics of services and it's marketing mix.

1. SERVICE
MARKETING
G R O U P M E M B E R S
1 . K A V Y A P U R I
2 . J A S P A L S I N G H
3 . M O H I N I B I S H T
4 . M A N D E E P S I N G H
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2. (The father of modern
marketing)

3. What is a market?
✘ Marketing refers to activities a company undertakes to
promote the buying or selling of a product or service.
Marketing includes advertising, selling, and delivering
products to consumers or other businesses.
✘ Gold market
✘ Stock market
✘ Grain market
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4. MARKET
✘ Philip Kotler defines marketing as “the
science and art of exploring, creating, and
delivering value to satisfy the needs of a
target market at a profit. Marketing
identifies unfulfilled needs and desires.

5. A MARKET

6. KEY CUSTOMER MARKETS
 Consumer Markets
 Business Markets
 Global Markets
 Nonprofit and Governmental Markets

7. ON THE BASIS OF GEOGRAPHIC LOCATION
 Local Markets
 Regional Markets
 National Markets
 International Markets

8. ON THE BASIS OF TIME
 Short Period Market/ Perishable : Short period market is that in
which slight variation can be made regarding the demand for the
goods. The demand for the goods can be increased to some
extent and if the demand diminishes, it can be reduced.
 Long Period Market/ Non- Perishable : If the period is longer,
supply will be influenced by the cost of producing additional
output; and the predominant influence on value will be the forces
of supply. If the demand for goods increases, there is time to
increase the supply. Here the price is influenced more by supply
of the goods.

9. ON THE BASIS OF VOLUME
 Taking volume of business as a basis, there can be
two types of markets namely, “Wholesale” and
“Retail”. Wholesale markets are featured by large
volume business and wholesalers.

10. ON THE BASIS OF NATURE OF GOODS
o Taking the nature of goods, there can be commodity markets,
capital markets. ‘Commodity’ markets deal in favour of material,
produce, manufactured goods may be consumer and industrial and
bullion market dealing precious metals.
o ‘Capital’ market is a market for finance. These markets can be
subdivided into ‘money’ market dealing in lending, and borrowing of
money; ‘Securities’ market or ‘stock’ market dealing in buying and
selling of shares and debentures and ‘foreign exchange’ market
where it is a forex market dealing buying and selling of foreign
currencies may be hard or soft.
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11. WHAT MOTIVATES CONSUMERS TO TAKE
ACTION
NEEDS WANTS DEMANDS

12. RELATIONSHIP BETWEEN THE INDUSTRY AND
MARKET

13. KOTLER’S 10 TYPES OF
MARKETING ENTITIES
✘ Goods
✘ Services
✘ Experiences
✘ Events
✘ Persons
✘ Places
✘ Properties
✘ Organizations
✘ Information
✘ Ideas

14. UTILITY MARKETING

15. UTILITY MARKETING
✘ Utility marketing is the process by which a
business communicate the value or usefulness
of a product to its consumer. Utility marketing
helps to convince the consumer that buying this
product will provide utility to them.
It is of Four types:
1. Form Utility
2. Time Utility
3. Place Utility
4. Possession Utility

16. FORM UTILITY
✘ Form utility is a concept in marketing in which
finished product is more valuable to the
consumer, therefore the product should be
designed in a way that it will be readily
available to them. It means a company should
develop a product that meets the format, size,
shape and scope that customers wants. The
only way to do these is to assemble the
product’s component together instead of just
selling its part as raw-materials.

17. TIME UTILITY
✘ Time Utility is the Utility of a good or
service created by its availability at a
particular time. You can leverage time
this in two ways and make it your
business Unique Selling Proposition.
It is also of Two types:
1. Firstly by season
2. Secondly by urgency

18. PLACE UTILITY
✘ Place utility might involve shipping a finished
product to a new location that is more
accessible to consumers, than the place where
it was initially manufactured.
✘ Place utility addresses convenience or ease of
access to your products. There are two ways to
make sure your products are readily available
to your consumer:
1. Through convenience stores
2. Through online stores or websites

19. POSSESSION UTILITY
✘ Possession utility is created when
ownership of a product is transferred
from the seller to the person or business
that will use the good or service. In other
words, the person or business who
purchases the product finds it useful and
satisfying only after assuming the full
ownership of that product.

20. MARKETING MIX

21. EXTENDED MARKETING MIX (7P’S)
✘ The extended marketing mix is the combination
of seven elements of marketing that aim to work
together to achieve the objectives of marketing
strategy. These Seven elements are:
1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical

22. SERVICES
“Activities, benefits and satisfaction which
are offered for sale or are provided in
connection with the sale of goods.”

23. CHARATERISTICS
OF SERVICES

24. INTANGIBILITY
✘ Cannot be seen, tasted, felt, heard or smelt
before they are consumed.
✘ Consumer’s evaluation before actual purchase
or consumption is not possible.
✘ Solution- Service Providers can try to increase
the tangibility of services.
✘ Can emphasize on the benefits of the service.
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25. EXAMPLE
When you reserve a table
in a restaurant. You don’t
know how the waiter will
treat you or how the food
will be. That will only be
possible once you
purchase the service.
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26. PERISHABILITY
✘ Consumption of services takes place
simultaneously.
✘ Zero inventory
✘ Service providers faces adjustment problems
when demand fluctuates.
✘ Solution- Different prices can be charged at
different time.
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27. EXAMPLE
A ticket for the evening
show of a movie cannot
be used for watching the
night show.
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28. INSEPERABILITY
✘ Services are typically produced and consumed
simultaneously.
✘ Services cannot be separated from the service
provider.
✘ Physical presence of customer is essential in
services.
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29. EXAMPLE
The presence of taxi
driver is essential to
provide the service and
same goes for the
passenger to avail the
service.
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30. HETEROGENEITY
✘ Each and every service is different in nature.
✘ Services are highly variable.
✘ Providers faces problem in standardizing their
service.
✘ Solution- The service firms should make an
effort to deliver high and consistent quality by
selecting good and qualified personnel for
rendering the service.
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31. EXAMPLE
A broker who gives you
good stock tips today,
might lose your business
if he loses money
continuously by giving
bad tips.
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32. LACK OF OWNERSHIP
✘ Ownership of something refers that a
particular thing belongs to you.
✘ No physical possession
✘ Payment is for using or accessing the service.
✘ In the sale of goods, after the completion of
process, the goods are transferred in the name
of the buyer and he becomes the owner of the
goods.
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33. EXAMPLE
If you buy a ticket to
travel in bus to a
destination, that does not
mean that you own that
service and now you can
always travel for free.
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34. SIMULTANEITY
✘ Services don’t move through the channel of
distribution.
✘ They can’t be delivered to customers or users.
✘ They have limited geographic area.
✘ When the producers travel to the buyer, time
is taken away from the production of services
and the cost of those services is increased.
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35. EXAMPLE
If you book an
appointment with a
hairdresser for providing
home services, then the
service provider will
charge more.
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36. GOODS VS SERVICES
Basis of Comparison Goods Services
Meaning
Goods are the
material items
that can be
seen, touched or
felt and are
ready for sale to
the customers.
Services are
amenities,
facilities,
benefits or help
provided by
other people.
Tangibility Tangible Intangible
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37. GOODS VS SERVICES
Basis of Comparison Goods Services
Perishability
Durable to an
extent
Perishable
Tangibility Tangible Intangible
Time gap between
production and
consumption
Yes No
Can be returned? Yes No
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38. GOODS VS SERVICES
Basis of Comparison Goods Services
Transfer of
ownership
Yes No
Evaluation
Very simple
and easy
Complicated
Separability Yes No
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39. Thank You
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