Pradhuman Chaturvedi

• Services • RETAIL
Marketing SERVICES
 Characteristics of Services
. Intangibility
► Inseparability
► Perish ability and fluctuating demand
► Highly Differentiated marketing
system
► Absence of certain marketing
functions
► Heterogeneity
► Customer Relationship
► Lake of standardization
 Managing Differentiation
 Offer – the offer includes certain features
to distinguish from competitors offer. what
the customer expects is called added
secondary service features.
 Delivery – It can develop a more attractive
physical environment in which the service
delivered.
 Image – symbols and branding. Branded
service companies have developed
successful internationals operations.
 Managing Service Quality
 There are researchers found five
more determinants of service quality
 Reliability – the ability to perform the
promised service dependably and
accurately.
 Responsiveness – the willingness to
help customer and provide prompt
service.
 Assurance – the knowledge and
courtesy of employees and their
ability to convey trust and
 Managing service quality
 Empathy – the provision of caring
individualized attention to
customers.
 Tangible – the appearance of physical
facilities equipment personnel and
communication materials.

Ma na gin g Pr oductivit y
 There are seven approaches in improving service
productivity –
 To have service providers more skillfully. company can
hire.
 To increase the quality of service by surrendering some
quality.
 Standardizing production.
 Product solution.
 To design more effective service.
 Incentives
 To harness the power of technology.
 Customer Behavior
 Consumer behavior reflects the totality of
consumers decision with respect to the
acquisitions consumption and disposition
of goods services time and iseas.
 By getting a clear idea of their customer
behavior retailers can increase product
brand or product category sales
significantly.
 Specifically they can increase sales by
studying the how’s why’s when’s and
where of consumers. Shopping behavior.
TYPES OF COMPETITORS
• The major types of competitors are intra
type, inter type, and divertive.
• INTRA TYPE COMPETITORS – Intra type
competitors compete for the same
customer bases or households.
• INTER TYPE COMPETITORS – Inter type
competitors compete by selling the same
lines of products and compete for the
same household dollars. Intertype
competition has increased with the advent
of e-tailing.
TYPES OF COMPETITORS
DIVERTIVE COMPETITORS –
Divertive competitor can be
intra type or inter type.
RETAILING CONCEPTS
• Successful retail management begins and
ends with an outstanding retailing mission
that engenders superior retail strategies.
• INTEGRETED RETAIL MANAGEMENT – It is
the job of retail owners and managers to
make sure the entire retail operations is
running under a “seamless” integrated
effort. Seamless means the business
functions as one cohesive unit, with no
“seams” or vulnerabilities, in the strategy
that may weaken the company.
INTEGRETED RETAIL
MANAGEMENT
• In making a decision about which graduate
school to attend, it is important to know
what makes a graduate school successful
and how success is defined. Similarly
retailers need to know what products and
services have been successful for their
business and for those of their
competitors. you may want to generate
your situational analysis from talks with
former students, peers, and friends.
Retailers use retail information system to
generate data and information that will
help them make decisions.
 2. STRATEGY
 A strategy provides the total directional
thrust of the retail plan. it should be
communicated to all of those involved in
the retail management process. The
strategy should guide the retail
management plan and should influence all
the tactical executions that the retailer
decides to use. In addition the strategy
helps identify those environments under
which the retailer operates.
 3.TARGET MARKET
• The next step in your graduate school
planning would be determining which
schools “fit” your stated mission or vision.
Retailers need to discover who their
current and potential customer may be.
• Retailers can’t be all things to all people.
They need to understand their customers
just as you need to understand the
schools to which you are applying.
4. LOCA TI ON S
SEL ECTI ON S
 Retailer decide where they should locate
their retail outlet. The decision centre on
the best market and the best physical
location within the market to place the
retail outlet (s).
 5. CONSIDERATIONS
• Retailers worry about financial matters.
They need to have clear management
systems for all operations, including the
financial aspects of running the business.
 6. LOGISTICS
 Retailers must consider who is going to buy
and handle their merchandise. they have to
decide from whom to buy and how the
products will be inventoried.
 7. HUMAN RESOURCES
 Because many people will be involved in your
graduate school preparation. someone has to be
in charge of your human resources as well as
your physical resources. certain people perform
specific functions more effectively then others
and thus are of greater value. For an organization
the human resources function “ensure that the
company has the right mix of skilled people to
perform its value creation activities
effectively,”thus creating more value “How can a
retailer utilize the best people to ensure that its
customer have a pleasant shopping experience?
This is the problem for human resource
management.
 8. RETAIL TACTICS
 Tactics are the last steps on your
journey to graduate school. Tactics
are the actual executions of the over
all plan. They decide how much
customers pay for a product or
service. They also research how
much customer expect to pay.
 Finally the costs associated with
running a business have to be
assessed to ensure a sufficient profit
margin.