Service Marketing - Copy

7/31/2019 Service Marketing - Copy

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INTRODUCTION TO SERVICES MARKETING (DEFINITION)

CHARACTERISTICS OF SERVICES (SERVICES V/S GOODS)

CLASSIFICATION OF SERVICES

CATEGORIES OF SERVICES

SIGNIFICANCE OF SERVICE MARKETING

INTRODUCTION TO BANKING & INSURANCE AS SERVICES

7Ps OF SERVICES MARKETING MIX

7Ps WITH REFERENCE TO BANKING MARKETING MIX

7Ps WITH REFERENCE TO INSURANCE MARKETING MIX



INTRODUCTION TO

According to American Marketing Association, “Services are the activities, benefits or satisfactions

which are offered for sale or are provided in connectionwith the sale of goods.



ENVIRONMENTAL TRENDS & EMERGING SERVICEMARKETS

1. Customer Affluence

2. Increase Leisure Time

3. Changing Work Force

4. Greater Life Expectancy5. Increased Complexity of Products/Technological Advancements

6. Increased Complexity of Life

7. Increased Environmental Awareness

8. Increased Number of Available Product



SERVICES GOODS

INTANGIBILITYIntangible Tangible

NATURE

Series Of Services Particular Thing

HETEROGENEITY

Heterogeneous Homogeneous

OWNERSHIP

Not Transferable Transferable

INSEPARABILITY

Inseparable Separable

PERISHABILITY

Highly Perishable Low Perishable

PRICING

Labour Based Material Based

FOCUS

Consumer Expectations Consumer Needs



Services Directed atPeople’s Bodies :

•Health Care

•Passenger Transportation

•Beauty saloons

•Exercise Clinics

•Restaurants

Services Directed at Goods & other physical possessions :

•Freight Transportation

•Laundry & Dry Cleaning

•Landscaping

•Lawn Care

Services Directed at

People’s Mind : •Education

•Broadcasting

•Theatres

•Museums

Services Directed at

Intangible Assets :•Banking

•Legal Services

• Accounting

•Securities•Insurance

PEOPLE THINGS

TANGIBLE

ACTION

INTANGIBLE

ACTION

1) NATURE OF THE SERVICE ACT



MEMBERSHIP RELATIONSHIP NO FORMAL RELATIONSHIP

•Insurance

•Telephone Subscription

•College Enrollment

•Banking

•Radio Stations

•Police Protection

•Light House

•Public Highways

•Long-distance PhoneCalls

•Theatre services

•Subscription

•Computer Ticket or Pass

•Car Rental

•Mail Services

•Pay Phone

•Public Transportation

•Restaurant

CONTINUESDELIVERY OF

SERVICES

DISCRETETRANSACTION

2) TYPE OF RELATIONSHIP THAT THE SERVICE ORGANIZATION HASWITH ITS CUSTOMERS



•Professional Services

•Survey

•Taxi Services•Beauticians

•Plumber

•Education

•Preventive Health

Programs•College Food Service

•Telephone Service

•Hotel Service•Retail Banking

•Family Restaurant

•Public Transportation

•Routine ApplianceRepair

•Movie Theatre

•Spectator Sports

•Fast-food Restaurant

HIGH LOW

HIGH

LOW

3) SCOPE FOR CUSTOMIZATION AND JUDGMENT IN SERVICE

DELIVERY



4) NATURE OF DEMAND AND SUPPLY FOR THE SERVCE

•Electricity

•Natural Gas

•Telephone•Policy & Fire Emergencies

•Insurance

•Legal service

•Banking•Laundry & DryCleaning

•Passengers Transportation

•Hotels & Motels•Restaurants

•Theatres

•Services similar to

those above but withinsufficient capacityfor their base level of business

WIDE NARROW

PEAK DEMANDCAN USUALLY

BE METWITHOUT

MAJOR DELAY

PEAK DEMANDREGULARLY

EXCEEDSCAPACITY



5) METHOD OF SERVICE DELIVERY

•Theatre

•Barbershop

•Bus Services

•Fast-food Chain

•Lawn Call Services

•Pest ControlServices

•Taxi

•Mail Delivery

•Emergency Repairs

•Credit CardCompany

•Local TV Station

•Broadcast Network

•Telephone Company

SINGLE SITE MULTIPLE SITE

CUSTOMER GOES TOSERVICE

ORGANIZATION

CUSTOMER & SERVICE

ORGANIZATIONTRANSACT AT ARM’S

LENGTH

SERVICEORGANIZATION

COMES TO CUSTOMER



Television, Pizza-Food Service, Financing-Car, Banking,

Lipstick, Hotel Room-Lodging, Warranty-Fan, Legal Services,

Oven, Bus-Transportation, Gift Packaging, Image Consulting,

Car Equipment-Leasing Service Contract- Insurance

-Computers

Pure Tangible Hybrid Major PureTangible Goods With Services With Intangible

Goods Accompanying Accompanying Services

Services Minor Goods

People Patronize Restaurants For Both Food & Service



1. CREATION & EXPANSION OF JOB OPPORTUNITIES :-

2. AN OPTIMUM UTILIZATION OF RESOURCES :-

3. PAVING AVENUES FOR FORMATION OF CAPITAL :-4. INCREASING STANDARD OF LIVING :-

5. LEAST POSSIBLE DEPENDENCE ON TECHNOLOGY :-



FEATURES

1. INTANGIBILITY

2. INSEPARABILITY

3. VARIABILITY

4. PERISHABILITY



SECURITY

CREDIT SERVICES

24 * 7 BANKING

ANY WHERE BANKING CUSTOMER RELATIONSHIP MANAGEMENT



FEATURES

1. INTANGIBILITY

2. HETEROGENEITY

3. INSEPARABILITY

4. CHANGING DEMAND



ONLINE PREMIUM PAYMENT

NETWORKING

KIOSKS

IVRS

INFORMATION CENTRE



ADDRESS

HOTEL WHITE HOUSE, MULUND (WEST) 400081



PAY COUNTER



PRODUCT

PRICE

PEOPLE

PHYSICAL EVIDENCE

PROCESS

PLACE

PROMOTION

CUSTOMER SATISFACTION



IN THE WORDS OF PHILIP KOTLER :- A PRODUCT IS ANYTHING THAT CAN BE OFFERED TO MARKET

- FOR ATTENTION, ACQUISITION, USE OR CONSUMPTION

- THAT SATISFY A WANT OR NEED.

IT INCLUDES :

- PHYSICAL OBJECTS (TV)

- SERVICE (BANKING)

- PERSON (POLITICAL PERSON)

- PLACE (HOLIDAY RESORT)



LEVELS OF PRODUCT

CORE BENEFIT LEVEL

EXPECTED LEVEL

AUGMENTED LEVEL

POTENTIAL LEVEL



Star Power Salary A/C

Star Diamond Saving A/C

Star Flexi Recurring A/C

Double Benefit Deposit

NRI Deposit Scheme

NRI Yield Enhancing Scheme

Bank Of India

Visa Card

Bank Of India

Master Card

Agricultural Finance



LIC GIC

• POLICIES

• SPECIAL POLICIES

• ANNUITIES

• UNDERWRITING

• CREDIT SCHEMES

• GROUP INSURANCE

• CONSULTANCY

• POLICIES

• FIRE INSURANCE

• MARINE INSURANCE

• CONSULTANCY

• INVESTMENTS

• SPECIAL SERVICES

• MISCELLANEOUS

SERVICES



LEVELS OF PRODUCT

CORE BENEFIT LEVEL

EXPECTED LEVEL

AUGMENTED LEVEL

POTENTIAL LEVEL



OBJECTIVES OF PRICING

SURVIVAL

GROWTH

MAXIMIZE PROFIT

MAXIMIZE MARKET SHARE



PRICING DECISIONS ARE

CONCERNED WITH

INTEREST PAID

COMMISSIONPAID

INTEREST

CHARGED

FEE,

COMMISSIONCHARGED

The Rate Of Interest Is Regulate By RBI &

Other Charges Are Controlled By The INDIAN BANKING ASSOCIATION



PRICING DECISIONS ARE CONCERNED

WITH

PREMIUM

CHARGED INTEREST

CHARGED

COMMISSION

CHARGED

65 PERCENT OF THE PRICING IS STILL

DETERMINED BY THE GOVERNMENT THAT IS THE

TARIFF ADVISORY COMMITTEE



PREMIUM TO BE PAID IS

DETERMINED BY THREE FACTORS

• MORTALITY TABLES

• EXPECTED SURPLUS

• EXPENSES



ADVERTISINGPERSONALSELLING

WORD OFMOUTH

SPONSORSHIPDIRECT

MARKETING

SALESPROMOTION

PUBLICRELATIONS

& PUBLICITY

TELEVISION

RADIO

NEWSPAPERS

MAGAZINES / JOURNALS

Prashant Damale

Sachin & Supriya

INTRODUCING BANKING INFO ON TELEVISION WITH DISHTV

Just press 98 to access ICICI ACTIVE on your dishtv remote- Offers and Updates - Insurance

- Savings and Deposits - Additional Services

- Loans and Cards

ICICI Bank TV Banking

First timein India



FACTORS INFLUENCING CHOICE OF LOCATION:

1. Nature of Service

2. Nature of Interaction

3. Customers Needs and Wants

4. Natural Geographical Location

5. Competitive Position

6. Technological Advancement



Decision of place mainly deals with Selection of suitableLocation for the Branch

RBI Regulations

FEATURES

- Convenient

- Transportation, Communication , Electricity facilities

ANY BRANCH BANKING



The FORMULATION OF MARKETING MIX Is Just

Like The Combination Of Ingredients, Spices In The

Cooking Process

Recipe Name : Services Marketing Mix

Ingredient and Spices : 1) Product

2) Pricing

3) Promotion

4) Place

5) People

6) Process

7) Physical Evidence

Service Marketing - Copy

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