Lesson 5 - Distribution, Pricing and Promotion of Services

7/27/2019 Lesson 5 - Distribution, Pricing and Promotion of Services

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NM_^ZMJS^MKE,

PZMOMEL BENPZKFK^MKE KA

_CZQMOC_



Nmstrmjutmke

Nmstrmjutmke cfjrbocs tdrccmetcrrcibtcn cicfcets8

! Meakrfbtmke ben prkfktmke kw

! ̂ k lct oustkfcr metcrcstcn mejuymel tdc scrvmoc

! Eclktmbtmke kw

! ̂ k scii tdc rmldt tk usc b scrvmoc! Prknuot kw

! ̂ k ncvcikp b ectwkrg ka ikobi smtcs



Nmstrmjutmke ka_uppicfcetbry ben Okrc

_crvmocsNmstrmjutmke rcibtcs tk jktd okrc scrvmocs

ben suppicfcetbry scrvmocs

! Okrc scrvmocs akr pckpic prkocssmel benpksscssmke prkocssmel scrvmocs rcqumrcpdysmobi ikobtmkes

! Okrc scrvmocs akr fcetbi stmfuius

prkocssmel ben meakrfbtmke prkocssmelobe jc nmstrmjutcn cicotrkemobiiy



Nmstrmjutmke ka_uppicfcetbry ben

Okrc _crvmocs! _uppicfcetbry scrvmocs obe jc

tbelmjic kr metbelmjic me ebturc7ibttcr obe jc nmstrmjutcn wmnciy ben

okst-cffcotmvciy vmb ekepdysmobiodbeecis

! ^cicpdkec

! Metcrect



Meakrfbtmke ben Pdysmobi Prkocsscska Bulfcetcn _crvmoc Prknuot

Cxocptmkes

Jmiimel

Pbyfcet

Meakrfbtmkeprkocsscs

MeakrfbtmkeOkesuitbtmke

_bacgccpmel

Pdysmobi

prkocsscs

Krncr-tbgmelOkrc

Dkspmtbimty



Nctcrfmemel

tdc typc kaoketbot8

kptmkes akrscrvmoc

ncimvcry



_mx Kptmkes akr _crvmocNcimvcry

!"#$%&'( *%'# $% #'(+,-' %(*./,0.2%/

:'(+,-' %(*./,0.2%/ -%&'# $% -"#$%&'(

!"#$%&'( ./? #'(+,-' %(*./,0.2%/ $(./#.-$

('&%$'>3 1&.,> %( '>'-$(%/,-

-%&&"/,-.2%/#<

4='.$'(

8.(7'(#=%9

8"# #'(+,-'

6.#$5;%%? -=.,/

@%"#' 9.,/2/*

B%7,>' -.( J.#=

!('?,$ -.(? -%&9./3

O%-.> 4N #$.2%/

B.,> ?'>,+'(3

8(%.?-.#$ /'$J%(C

4'>'9=%/' -%&9./3

439' %; A/$'(.-2%/ 7'$J''/ !"#$%&'(

./? :'(+,-' L(*./,0.2%/

:,/*>' :,$' B">29>' :,$'#

D+.,>.7,>,$3 %; :'(+,-' L"$>'$#



OdbeeciPrcacrceocs Qbry

bfkel Oustkfcrs! Akr okfpicx ben dmld-

pcrocmvcn rmsg scrvmocs,

pckpic tcen tk rciy kepcrskebi odbeecis

! Menmvmnubis wmtd lrcbtcrokeflnceoc bengekwicnlc bjkut bscrvmoc/odbeeci tcen tkusc mfpcrskebi ben scia-

scrvmoc odbeecis



OdbeeciPrcacrceocs Qbry

bfkel Oustkfcrs! Oustkfcrs wmtd

skombi fktmvcs tcentk usc pcrskebiodbeecis

! Okevcemceoc ms b gcynrmvcr ka odbeeciodkmoc



PIBOC NCOM_MKE_! Okst, prknuotmvmty, ben boocss

tk ibjkr brc gcy nctcrfmebetstk ikobtmel b scrvmoc abomimty

! Abst akkn vs. _pcombity _tkrcs

! Ikobtmkebi okestrbmets! Kpcrbtmkebi rcqumrcfcets

- Bmrpkrts

! Lcklrbpdmo abotkrs- _gm rcskrts ben rcskrs

! Eccn akr cokekfmcs ka sobic- Dkspmtbis



PIBOC NCOM_MKE_! Fmemstkrcs! Orcbtmel fbey sfbii

scrvmoc abotkrmcs tkfbxmfmzc lcklrbpdmookvcrblc

- Butkfbtcn gmksgs

! _cpbrbtmel arket ben jbogstblcs ka kpcrbtmke

- Hkiimjcc Okffmssbry

! Ikobtmel me fuitmpurpkscabomimtmcs! Prkxmfmty tk wdcrc

oustkfcrs imvc kr wkrg- _crvmoc stbtmkes



^MFC NCOM_MKE_! ̂ rbnmtmkebiiy, sodcnuics wcrc

rcstrmotcn

! _crvmoc bvbmibjmimty imfmtcn tk

nbytmfc, >0 tk 30 dkurs bwccg

! _uenby dmstkrmobiiy okesmncrcnbs b rcst nby me Odrmstmbe

trbnmtmke,_bturnby me Hcwmsd trbnmtmke,

ben Armnby me Fusimf trbnmtmke



^MFC NCOM_MKE_! ̂ knby

! Akr cxmjic, rcspkesmvcscrvmoc kpcrbtmkes8

- :>/< scrvmoc

„:> dkurs b nby, <nbys b wccg, brkuen tdc wkrin

(_crvmoc Pcrspcotmvcs >.?)

! _kfc krlbemzbtmkes stmii bvkmn<-nby kpcrbtmkes, akr

cxbfpic8- Btibetb-jbscn Odmog-fli-B ’Jcmel oikscn ke _uenby ms pbrt

ka kur vbiuc prkpksmtmke‖



PZMOMEL _^ZB^CLy

Prmomel strbtcly

OkstsOkfpctmtmke

Qbiuc tk oustkfcr



Bpprkbodcs tk

prmomel! Okst-jbscn prmomel

! _ct prmocs rcibtmvc tk flebeombi oksts(prkjicf8 ncflemel oksts)

! Botmvmty-jbscn okstmel

! Prmomel mfpimobtmkes ka okst bebiysms

! Okfpctmtmke-jbscn prmomel

! Fkemtkr okfpctmtkrsʹ prmomel strbtcly(cspcombiiy ma scrvmoc ibogs nmffcrcetmbtmke)

! \dk ms tdc prmoc icbncr; Nkcs kec flrfsct tdc pboc;

! Qbiuc-jbscn prmomel

! Zcibtc prmoc tk vbiuc pcrocmvcn jy

oustkfcr



Okst Jbscn! ̂ rbnmtmkebi okstmel bpprkbod! Cfpdbsmzcs cxpcesc obtclkrmcs

(brjmtrbry kvcrdcbn biikobtmke)! Fby rcsuit me rcnuomel vbiuc lcecrbtcn

akr oustkfcrs

! BJO fbeblcfcet systcfs! Imeg rcskuroc cxpcescs tk vbrmcty ben

okfpicxmty ka lkkns/scrvmocs prknuocn! ]mcins boourbtc okst meakrfbtmke

! \dce ikkgmel bt prmocs, oustkfcrsobrc bjkut vbiuc tk tdcfscivcs, ektwdbt scrvmoc prknuotmke oksts



Qbiuc JB_CN! Qbiuc cxodbelc wmii ekt tbgcpiboc ueicss oustkfcr sccs

pksmtmvc ect vbiuc metrbesbotmke

! Ect vbiuc 6 Pcrocmvcn jcecfltstk oustkfcr (lrkss vbiuc)

fmeus bii Pcrocmvcn kutibys(Fkecy, ^mfc, Fcetbi/Pdysmobicffkrt)

! Fkectbry prmoc ms ekt keiypcrocmvcn kutiby mepurodbsmel, usmel b scrvmoc

! Okesufcr surpius8 nmffcrceocjctwcce prmoc pbmn benbfkuet oustkfcr wkuin dbvcjcce wmiimel tk pby me bjsceocka ktdcr kptmkes



Cedbeomel ect

vbiuc! Cedbeoc lrkss vbiuc„jcecflts ncimvcrcn

! Bnn jcecflts tk okrcprknuot

! Cedbeocsuppicfcetbryscrvmoc

! Fbeblc pcrocptmkeska jcecflts ncimvcrcn



CEDBEOMEL EC^

QBISC! Zcnuoc kutibys„oksts meourrcnjy oustkfcrs

! Zcnuoc prmoc ben/kr ktdcrfkectbry oksts ka boqumsmtmkeben usblc

! Out bfkuet ka tmfc rcqumrcntk cvbiubtc, juy, usc scrvmoc

! Ikwcr pdysmobi ben fcetbicffkrt bsskombtcn wmtdpurodbsc ben usc

! Zcnuoc pcrocptmkes ka bfkuetka okst, tmfc, cffkrt rcqumrcn



CedbeomelPcrocptmkes ka

Lrkss Qbiuc! Zcnuoc ueocrtbmety! _crvmoc lubrbetccs! Jcecflt-nrmvce̱prmomel bspcot(s)

ka scrvmoc tdbt orcbtc vbiuc

! Aibt rbtc (quktmel b flxcn prmoc mebnvbeoc)

! Zcibtmkesdmp prmomel! Ekeprmoc meocetmvcs! Nmsokuets akr vkiufc purodbscs! Nmsokuets akr purodbsmel

fuitmpic scrvmocs! Ikw-okst icbncrsdmp! Okevmeoc oustkfcrs ekt tk

cqubtc prmoc wmtd qubimty! Gccp cokekfmo oksts ikw tk

cesurc prkfltbjmimty bt ikw prmoc

Pbymel akr _crvmoc



Pbymel akr _crvmoc8^dc Oustkfcr”s

Pcrspcotmvc! Oustkfcr ’cxpcenmturcs‖ ke

scrvmoc okfprmsc jktd flebeombiben ekeflebeombi kutibys

! Meorcfcetbi flebeombi kutibys! Prmoc ka purodbsmel scrvmoc! Cxpcescs bsskombtcn wmtd

scbrod, purodbsc botmvmty, usblc

! Ekefkectbry oksts! ̂ mfc oksts! Pdysmobi oksts! Psyodkiklmobi (fcetbi) oksts! _ceskry oksts (uepicbsbet

smldts, skuens, acci, tbstcs, sfciis)



Nctcrfmemel ^ktbi Oksts kab _crvmoc tk Oustkfcr

!"#$%&'( *+,-.

!$#&",(,/%&'(

02-:*?$

>*?$,-#

02-:*?$

3*&*$$'-#

1,((,<42=

!-,0(*8

$,(7%?/

9?&%:*?.'( *6=*?$*$

5=*-';?/ &,$.$

!2-&"'$*

@%8*

B,?*#

J 9?&(2:*$ '(( O7*

&,$. &'.*/,-%*$

>*'-&" &,$.$J

!2-&"'$* '?: $*-7%&*

*?&,2?.*- &,$.$

NC*- &,$.$J



! \dmod oimemo wkuin yku pbtrkemzc ma ykueccncn b odcst x-rby (bssufmel bii tdrcc

oimemos kaacr lkkn qubimty);

! Prmoc Pdp 430

! Ikobtcn 23 fmes bwbyjy obr kr trbesmt

! Ecxt bvbmibjicbppkmetfcet ms me 2wccg

! Dkurs8 Fke-Arm,4BF-20PF

! Cstmfbtcn wbmt bt oimemoms bjkut ?0 tk >3 fmes

! Prmoc Pdp >30

! Ikobtcn 2 dkur bwby jyobr kr trbesmt

! Ecxt bvbmibjicbppkmetfcet ms me ?wccgs

! Dkurs8 Fke-Arm,=BF-3PF

! Cstmfbtcn wbmt bt oimemoms bjkut : dkurs

A(%?%& N A(%?%& L

! Prmoc Pdp 2:30

! Ikobtcn ecxt tk ykurkaamoc kr okiiclc

! Ecxt bppkmetfcet msme 2 nby

! Dkurs8 Fke-Arm,

4BF-20PF

! Jy bppkmetfcetD cstmfbtcn wbmt btoimemo ms 0 tk 23 fmes

A(%?%& A

Meorcbsmel Ect Qbiuc jy



Meorcbsmel Ect Qbiuc jyZcnuomel

Ekefkectbry Oksts ka_crvmoc! Zcnuoc tmfc oksts ka scrvmoc bt cbod

stblc

! Fmemfmzc uewbetcn psyodkiklmobioksts ka scrvmoc! Cimfmebtc/rcncsmle uepicbsbet/

meokevcemcet prkocnurcs

! Cimfmebtc uewbetcn pdysmobi oksts ka

scrvmoc! Ncorcbsc uepicbsbet sceskry oksts ka

scrvmoc! Sepicbsbet smldts, skuens, sfciis, acci,

tbstcs



Puttmel _crvmoc Prmomel

metk Prbotmoc! Dkw fuod tk odbrlc;! ^dc prmomel trmpkn fknci prkvmncs b

uscaui ncpbrturc pkmet! B spcomflo fllurc fust jc sct akr tdc

prmoc! Eccn tk okesmncr tdc prks ben okes,

tdc ctdmobi mssucs

! \dbt jbsms akr prmomel; (Dkw ncflecuemt ka scrvmoc;)! Okfpictmel b tbsg! Bnfmssmke tk b scrvmoc pcrakrfbeoc! ^mfc jbscn! Fkectbry vbiuc ka scrvmoc ncimvcrcn

(c.l., okffmssmke)! Okesufptmke ka pdysmobi rcskurocs

(c.l., akkn ben jcvcrblcs)



Puttmel _crvmoc Prmomelmetk Prbotmoc

! \dk sdkuin okiicot pbyfcet;! _crvmoc prkvmncr kr spcombimst

metcrfcnmbrmcs! Nmrcot kr ekenmrcot odbeecis

! \dcrc sdkuin pbyfcet jcfbnc;! Okevcemcetiy ikobtcn

metcrfcnmbrmcs! Fbmi/jbeg trbesacr

! \dce sdkuin pbyfcet jcfbnc;! Me bnvbeoc! Keoc scrvmoc ncimvcry dbs jcce

okfpictcn



Puttmel _crvmoc Prmomelmetk Prbotmoc

! Dkw sdkuin pbyfcet jc fbnc;! Obsd! ̂ kgce! _tkrcn vbiuc obrn!

Cicotrkemo auen trbesacr! Odbrlc obrn (ncjmt/orcnmt)! Qkuodcrs! ̂ dmrn-pbrty pbyfcet

! Dkw tk okffuemobtc prmocs;

! Zcibtc tdc prmoc tk tdbt kaokfpctmel prknuots! Cesurc prmoc ms boourbtc ben

metciimlmjic



MFO me

_CZQMOC_

Okffuemobtmel _crvmocs



Okffuemobtmel _crvmocsPrcscets Jktd Odbiicelcs

ben Kppkrtuemtmcs

! Fby jc nmouit tkokffuemobtc scrvmocjcecflts tk oustkfcrs,

cspcombiiy wdcemetbelmjic



! Metbelmjmimty orcbtcs akurprkjicfs8! Bjstrbotecss! Ek kec-tk-kecokrrcspkenceoc wmtd

pdysmobi kjhcots (flebeombiscourmty, sbacty)

! Lcecrbimty! Mtcfs tdbt okfprmsc b oibss

ka kjhcots, pcrskes, krcvcets! Ekescbrodbjmimty! Obeekt jc scbrodcn kr

mespcotcn jcakrc purodbsc

! Fcetbi mfpbipbjmimty! Oustkfcrs flen mt dbrn tklrbsp jcecflts ka okfpicx,

fuitmnmfcesmkebi ecwkffcrmels



Bnvcrtmsmel _trbtclmcs akr



Bnvcrtmsmel _trbtclmcs akrKvcrokfmel Metbelmjmimty

Metbelmjmimty prkjicf Bnvcrtmsmel strbtcly " Lcecrbimty

# kjhcotmvc oibmfs Nkoufcet pdysmobi systcf obpbomty Omtc pbst pcrakrfbeoc stbtmstmos

# sujhcotmvc oibmfs Prcscet botubi scrvmoc ncimvcry meomncet

" Ekescbrodbjmimty Prcscet oustkfcr tcstmfkembis

Omtc mencpcencetiy bunmtcn pcrakrfbeoc

" Bjstrbotecss Nmspiby typmobi oustkfcrs jcecfltmel "

" Mfpbipbjmimty Nkoufcetbry ka stcp-jy-stcp prkocss, Obsc dmstkry ka wdbt flrf nmn akr oustkfcr Ebrrbtmke ka oustkfcrʹs sujhcotmvc

cxpcrmceoc

>,2-&*M L'?<'-% B%H'( '?: G2(%* L'I*-F EN:7*-;$%?/ >.-'.*/%*$ 1,- K,$=%.'(%.# >*-7%&*$FP !"#$%&& (")%& *$+ ,%-)*.#*$) /+02$2-)#*:"$ ?.*#)%#&> RZF N=-%( _^^_F SZ



Ssmel Fctbpdkrs tkOkffuemobtc Qbiuc

Prkpksmtmkes! ̂ belmjic fctbpdkrs dcip tk

okffuemobtc jcecflts ka scrvmoc

kffcrmels, akr cxbfpic8! Fctbpdkrs okffuemobtc vbiuc

prkpksmtmkes fkrc nrbfbtmobiiyben cfpdbsmzc gcy pkmets kanmffcrceoc

! Dmldimldt dkw scrvmoc jcecflts brcbotubiiy prkvmncn! Obe yku sullcst skfc cxbfpics

arkf rcocet bnvcrtmsmel;

QK\ ! ; ." T] % 1



QK\M !-,8,;?/ ."* T]&%*?&# ,1

9.$ 98=,-. T6=-*$$ >*-7%&* XW%/ YVRU

• [$* ,1 '? *'$%(# /-'$=*:8*.'=",-

‟ K*'7%(# I?,H*: $.-%?/

-*=-*$*?.$ ",< &,8=(*6%8=,-;?/ &'? 0*

‟ >.-'%/". $.-%?/ -*=-*$*?.$

",< *'$# %. <,2(: 0*

2$%?/ QK\`$ *6=-*$$$*-7%&*

>,2-&*M A,2-.*$# QK\ T6=-*$$ >%?/'=,-*

Abomimtbtc Oustkfcr



Abomimtbtc OustkfcrMevkivcfcet me

Prknuotmke! \dce oustkfcrs brc botmvciymevkivcn me scrvmoc prknuotmke,tdcy eccn trbmemel tk pcrakrfwcii

! _dkw scrvmoc ncimvcry me botmke

! ^cicvmsmke ben vmncks celblcvmcwcr

! Ncetmsts sdkwmel pbtmcetsvmncks ka surlmobi prkocnurcs

jcakrc surlcry! _trcbfmel vmncks ke \cj ben

pknobsts brc ecw odbeecis tkrcbod botmvc oustkfcrs

Abomimtbtc Oustkfcr



Abomimtbtc OustkfcrMevkivcfcet me

Prknuotmke! Bnvcrtmsmel ben pujimomty obefbgc oustkfcrs bwbrc kaodbelcs me scrvmoc acbturcs benncimvcry systcfs me j:j ben

j:o oketcxts! _bics prkfktmkes tk fktmvbtc

oustkfcrs

! Kffcr meocetmvcs tk fbgc

ecocssbry odbelcs! Prmoc nmsokuets tk ceokurblc

scia-scrvmoc ke be kelkmeljbsms



Dcip Oustkfcrs tkCvbiubtc

_crvmoc Kaacrmels! Oustkfcrs fby dbvc nmouity

nmstmelumsdmel kec flrf arkfbektdcr

! Prkvmnc tbelmjic oiucs rcibtcntk scrvmoc pcrakrfbeoc

! Amrfʹs cxpcrtmsc ms dmnnce me ikw-oketbot scrvmocs

! Eccn tk miiustrbtc cqumpfcet,prkocnurcs, cfpikycc botmvmtmcstdbt tbgc piboc jbogstblc



! _kfc pcrakrfbeoc bttrmjutcs icentdcfscivcs jcttcr tk bnvcrtmsmel tdbektdcrs

! Bmrimecs

! Jkbst bjkut pueotubimty

! Nk ekt tbig kvcrtiy me bnvcrtmsmelbjkut sbacty, bnfmssmke tdbt tdmels

fmldt lk wrkel fbgc prkspcotmvctrbvcicrs ecrvkus

! Ssc menmrcot bpprkbod8 prkfktc

pmikt cxpcrtmsc, fcodbemoʹsfbmetcebeoc sgmiis, ecwecss kabmrorbat

Dcip Oustkfcrs tkCvbiubtc

_crvmoc Kaacrmels

_tmfuibtc kr



! Imvc scrvmoc pcrakrfbeocsbrc tmfc-spcomflo ben obeʹtjc stkrcn akr rcsbic bt b

ibtcr nbtc! Akr cxbfpic, scbts akr

Armnby cvcemelʹspcrakrfbeoc7 dbmrout bt_upcrouts ke ^ucsnbys! Bnvcrtmsmel ben sbics

prkfktmkes obe odbelctmfmel ka oustkfcr usc

_tmfuibtc krNbfpce Ncfben tk

Fbtod Obpbomty

_tmfuibtc kr



! Cxbfpics ka ncfbenfbeblcfcet strbtclmcs!

Zcnuomel usblc nurmelpcbg ncfben pcrmkns! _tmfuibtmel ncfben

nurmel ncfben nurmelkff-pcbg pcrmkn, akr

cxbfpic8! Zue prkfktmkes tdbt kffcr

cxtrb vbiuc„rkkfuplrbncs, arcc jrcbgabst

_tmfuibtc krNbfpce Ncfben tk

Fbtod Obpbomty

Prkfktc tdc



! Arketimec pcrskeeci brcocetrbi tk scrvmocncimvcry me dmld-oketbot

scrvmocs! Fbgc tdc scrvmoc fkrc

tbelmjic ben pcrskebimzcn

! Bnvcrtmsc cfpikyccs bt

wkrg tk dcip oustkfcrsuencrstben ebturc kascrvmoc ceokuetcr

Prkfktc tdcOketrmjutmkes ka

_crvmoc Pcrskeeci



! _dkw oustkfcrs wkrgpcrakrfcn jcdmen tdc socecs tkcesurc lkkn ncimvcry! ̂

k cedbeoc trust, dmldimldtcxpcrtmsc ben okffmtfcet kacfpikyccs wdkf oustkfcrsekrfbiiy nk ekt ekrfbiiyceokuetcr

! Bnvcrtmscfcets fust jc rcbimstmo

! Fcssblcs dcip sct oustkfcrsʹcxpcotbtmkes

! _crvmoc pcrskeeci sdkuin jcmeakrfcn bjkut tdc oketcet kaecw bnvcrtmsmel obfpbmles krjrkodurcs jcakrc ibueod

Prkfktc tdcOketrmjutmkes ka

_crvmoc Pcrskeeci

Lesson 5 - Distribution, Pricing and Promotion of Services

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Transcript of Lesson 5 - Distribution, Pricing and Promotion of Services