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Services Marketing

Presentation by Jyoti Ranjan Das Asst. Professor, Marketing IBCS, SOA University

Classification of Services
The various ways in which the services are classified are as follows : 1. a) b) 2. a) b) c) Market Segment Final Consumer Taxi Organizational Consumer - Management Consulting Degree of Tangibility Rental Goods Car Rental Owned Goods Television Repair Non Goods Education

Contd
3.Skills of the Service Providers a) Professionals Legal Services b) Non Professionals Shoe shining 4. Goals of the Provider a) Profit Fedex b) Non Profit Indian Postal Service 5. Degree of Regulation a) Highly Regulated Health Services b) Limited Regulated Fast Food c) Non Regulated Computer Services

Contd
6. Degree of Labour Intensiveness a) Equipment based Services i) Automated Vending Machine ii) Relatively unskilled operators Dry Cleaning iii) Skilled Operators Airlines b) People based Services i) Unskilled Labour - Cleaning Services ii) Skilled Labour Appliance Repair iii) Professionals Lawyers 7. Degree of Customer Contact a) High Contact Air Travelling b) Low Contact Lawn Care

Difference between Goods & Services


Characteristics
Product

Goods
Tangible

Services
Intangible

Ability to Measure
Customer Perception Form Time Interval Shelf Life Possession Place Delivery Unit Definition

Objective
Standardized / What you see Manufactured Available before & After Days to years Utilitarian / Finite Product to Consumer Consistent Precise

Subjective
Must be consumed to evaluate Created Almost instantaneous Zero (perishable) Memories / For ever Consumer to Product General General

Product Flexibility
Pricing Marketing

Limited
Cost basis Traditional / external

Broad
Limited Cost basis Non traditional / Largely internal

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