Marketing Management

1. SERVICES MARKETING
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2. MEANING AND DEFINITION
A service is an act or performance that one
party can offer to another that is essentially
intangible and does not result in the ownership
of anything. Its production may or may not be
tied to a physical product”.
According to Philip Kotler

4. SERVICES MARKETING MIX

6. IMPORTANCE OF SERVICES
MARKETING
— Helps in Building Relationship
— Assists in Affecting Customers’ Perception
— Involves Customers’ Feedbacks
— Helps in Differentiating the Service Organisation
— Offers Higher Customer Retention

7. SERVICES MARKETINGVERSUS
PRODUCT MARKETING

8. SERVICES MARKETINGVERSUS
PRODUCT MARKETING

9. SERVICETRIANGLE

10. SERVICE DIFFERENTIATION
“The meaningful process of adding meaningful
differences to the brand so as to distinguish it
from competitors”

11. SERVICE DIFFERENTIATION
For example, an airline that differentiates its
products in three classes – the first class, business
class and economy class. Each of these classes is
targeted at a specific segment whose needs are
different from the other.

12. TECHNIQUES FOR SERVICES
DIFFERENTIATION
— Best Cost Provider Strategy
— Focused (Market Niche) Strategy Based on
Low Cost
— Focused (Market Niche) Strategy Based on
Differentiation

13. FACTORS INVOLVED IN
SERVICE DIFFERENTIATION
1. Ordering Ease
2. Delivery
3. Installation
4. Customer Training
5. Customer Consulting
6. Maintenance and Repair
(https://www.youtube.com/watch?v=aqYrGysRdR8) (https://www.youtube.com/
watch?v=Mn9Uybpjv1A)

14. SERVICE QUALITY

15. THANKYOU
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