3.how can we achieve excellence in service marketing
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Transcript of 3.how can we achieve excellence in service marketing
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DESIGNING
AND
MANAGING
SERVICE
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How can we
achieve excellence
in
services marketing ?
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MARKETING
EXCELLENCE
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MOTIVATING
EMPLOYEES
TO
SERVE
CUSTOMERS
INTERNAL MARKETING
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EXTERNAL
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“ Courteous
Treatment Will Make
Your Customer A
Walking
Advertisement”
That means …..
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Good employees make customers happy
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WAY TO
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STRATEGIC
CONCEPT
Target Customer
s
IdentifyNeeds
Strategy To tackle those
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TOP MANAGEMENT COMPANY
“ I solemnly swear and
declare that every
customer that comes
within 10 feet of me, I will
smile, look them in eye,
and greet them, so help
me Sam”
- Employee Pledge of Wal-
Mart
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Appropriately
High Standards
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Profit TiersCoddle big spenders to retain
their high percentage shares.
Lower services of those who barely
Deliver Services That Maximize Both
Customer Satisfaction And Company’s
Profitability
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MONITORING SYSTEMS
Collecting Voice of Customer for
measurement of satisfiers
Comparison shopping
Mystery Shopping
Surveys
Service -Audit Teams
Suggestion and Complaint forms
Importance-Performance Analysis
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Importance-Performance Analysis
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Satisfying Customer
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Encourage
Complaint
Take action
Higher Revenu
e And
Profits
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DIFFERENTIATING
SERVICES
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Marketing Excellence Requires Service Marketers To Differentiate Brand
So That It Is Not Seen As Commodity
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DIFFERENTIATE ?
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Adding Secondary Services
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Innovation within a Service
Starwood Hotel Invested $1.7 Billion To Change Its Décor, To Compete With
Hilton And Marriott Hotel
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Innovation in relatively new Service Categories .
NetJets
pioneered
the concept of
Fractional
Ownership
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Marketing Excellence
Way to Excellence
Differentiating Services
How to Differentiate
Services ?
RECAP :-
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A presentation by-
Prasad Vadnere V.J.T.I. , MUMBAI
during an internship by Prof. Sameer Mathur , IIM Lucknow.
www.IIMInternship.com