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Services marketing

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R
rajeev roy

Introduction to services marketing

Educación
1 de 39
SERVICES MARKETING Introduction
[object Object]
Growth of services ,[object Object],[object Object],[object Object],[object Object]
Characteristics of services ,[object Object],[object Object],[object Object],[object Object]
Intangibility ,[object Object],[object Object],[object Object],[object Object],[object Object]
Intangibility ,[object Object],[object Object],[object Object],[object Object],[object Object]
Inseparability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heterogeneity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perishability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perishability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer evaluation of services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer evaluation of services ,[object Object],[object Object],[object Object],[object Object]
The Service product ,[object Object],[object Object],[object Object],[object Object]
Pricing ,[object Object],[object Object],[object Object],[object Object]
Customer as competitor ,[object Object],[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object],[object Object]
People ,[object Object],[object Object],[object Object],[object Object]
People ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Physical evidence ,[object Object],[object Object],[object Object],[object Object]
Service gaps ,[object Object],[object Object],[object Object],[object Object]
Measuring service delivery ,[object Object],[object Object],[object Object],[object Object],[object Object]
SERVICES MARKETING Re-introduction
SM Paradigm ,[object Object],[object Object],[object Object]
IHIP ,[object Object],[object Object],[object Object]
Differences between services and goods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Differences between services and goods ,[object Object],[object Object],[object Object]
Origin of the terms ,[object Object],[object Object]
Intangibility ,[object Object],[object Object]
Servicescape: physical aspects ,[object Object],[object Object],[object Object]
Mental intangibility ,[object Object],[object Object],[object Object],[object Object]
Heterogeneity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Inseparability ,[object Object],[object Object],[object Object]
Perishability ,[object Object],[object Object],[object Object],[object Object]
Banking, insurance entertainment, education Laundry, r&m Health care, haircut Examples exceptions exceptions yes yes Perishability exceptions exceptions No yes Inseparability exceptions exceptions exceptions yes heterogeneity Yes Yes Misleading Misleading Intangibility Information processing Nonphysical acts to customer’s mind Physical acts to possessions Physical acts to customers
So.... ,[object Object],[object Object],[object Object]
Focus on independent subfields ,[object Object],[object Object],[object Object],[object Object]
New paradigm: Non-Ownership ,[object Object],[object Object],[object Object],[object Object],[object Object]
Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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  • 35. Banking, insurance entertainment, education Laundry, r&m Health care, haircut Examples exceptions exceptions yes yes Perishability exceptions exceptions No yes Inseparability exceptions exceptions exceptions yes heterogeneity Yes Yes Misleading Misleading Intangibility Information processing Nonphysical acts to customer’s mind Physical acts to possessions Physical acts to customers
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