Beruflich Dokumente
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DEFINING SERVICES
High
Categories of Services
The Product Tangibility Spectrum
Bread,
Salt,
Detergent
T
a
n
g
i
b
i
l
i
t
y
Television,
Radio
Car, Motor
Bike ,Car
Restaurant
Gardening
Service,
Health Club
Intangibility
Airlines,
Banks,
Advertising
Consulting,
Agencies
Teaching,
Life
Insurance
High
Service Exports
Basic Struggle
to Survive
Agriculture,
Mining and
Fishing
Agrarian
Society
structured
around
traditions,
routine and
authority
INDUSTRIAL
SOCIETY
Industrial
Revolution
Characterized
by Production
of goods
Focus on
manufacturing
and Mass
production
Hierarchical
and
bureaucratic
POST
INDUSTRIAL
SOCIETY
Life no more
measured on
quantity of goods
but quality of
services
Automatic
response to the
needs of industrial
society
Labour saving
initiatives of
manufacturing
Mass production
led to mass
consumption
Rise in income
Women in workforce
3
4
Demographic Shifts
6
7
8
Industrialisation
Competitive Pressures
National Specialisation
9
10
International Specialisation
SERVICES VS PRODUCTS
Why not apply product marketing strategies for
Services?
CHARACTERISTICS OF SERVICES
Intangibility
Inseparabilit
y
Services
Variability
Perishabilit
y
PRICE
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL EVIDENCE
Place
- Channel Management
- Outlet locations
-- Transportation
Service Product
- Features
-Accessories
-Packaging
- Branding
5
People
- Employees
- Customers
- Management
Marketing
Strategy
MIX
7
6
Physical Evidence
- Facilities
- Interface
- Tangibles
Process
- Steps involved in Delivery
- Methodology/Sequence
- Customer Involvement
CLASSIFICATION OF SERVICES
BFSI
Healthcare
Hospitality
Entertainment
Transportation
Utilities
Education
Telecommunications
IT Services