classification of service marketing ppt
The less we know about the actual service delivery process, the less we understand the cost- basis of providing the service. Too often all service marketing strategies are based on hunches or what is considered to be a safe, incremental step, from current practices. 1 month ago at Your message goes here The problem centres on the fact that services marketing research is still a relatively new and undeveloped base of knowledge as compared to that for goods. There are many reasons why companies continue to ignore the huge amounts of revenue and profit available by aggressively marketing service. It may be used to market a service or a product. How customers frame their wants and needs in their various modes of information-gathering and decision-making defeat superficial attempts at personalization. In addition, regardless of the distribution channel employed, while most claims processing and settlements are conducted by the insurer, there are independent claims-handling services which may process some claims in some geographic areas. 1 month ago Upon delivery, the transaction for the policy period is usually completes (unless the insured has a covered loss) and consumption begins. This paradox is one coming on the way for the ages. Your message goes here While researchers are finding differences between services marketing and goods marketing, the results are often inconclusive and conflicting. In the early decades of the 20th century, characters such as J. I chose a writer who matched my writing style and fulfilled every requirement I proposed. Thus, service is also high in complexity, but unlike the object, it is high in divergence. Standardization defines object as a commodity with little variation among the individual coverages offered by various standard in each state. Most are missing their window of opportunity and the desired revenue stream. A service is the action of doing something for someone. What’s a marketer, a sales manager, an entrepreneur, a CEO to do?
Historically speaking, this has not always been the case. SERVICES MARKETING Dr. A. ANANDA KUMAR Professor Department of Management Studies, Christ College of Engg. Researchers and marketers generally agree that the marketing of services involves considerations and tasks that are different than those involved in the marketing of tangible products. 0000075824 00000 n
For example – the marketing agent may be an independent agent, an exclusive agent, or an employee of the insurer. 0000001668 00000 n
Comment goes here. The glaring of media placed an unprecedented amount of information in the hands of customers, rendering geographic barriers moot. Thus, we better focus our primary research on specific Service elements of the service product, and make efficient use of secondary research for Goods elements.
Once the services and goods elements are properly classified, we accept that group of elements as the definition of our product. They voluntarily participate in every exchange and overlook messages that don’t interest them. Marketing a service-base business is different from marketing a product-base business. This implies that service can be differentiated since it possesses this mercurial characteristic. Often lacking is the special vigilance required, when sales are soft, to ensure the partnership remains intact. it is intangible. Too many losses will lead to the demise of the enterprise. not in the form of material). If you continue browsing the site, you agree to the use of cookies on this website.
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Your message goes here Role of Distribution in Services 14. Classification Of Services Service can be classified in several ways. Deregulation of services, growing competition, fluctuations in demand, and the application of new technologies are presenting a considerable challenge to service sectors. Service Marketing Management emerged as a separate field of study only in the early 1980s, when the distinct characteristics of service marketing management finally dawned on marketers.. (ii) The service may be based on the reputation of a single person; (iii) It’s more difficult to compare the quality of similar services; (v) Service Marketing mix adds 3 more p’s, i.e., people, physical environment and process service, and follow-through are keys to a successful venture. (1) Emerging Media, Branding and Customer Experience: The emerging media market is shattering behaviourist marketing assumptions. Problem Areas. Trying to do more, with the same resources, is rarely successful. Your message goes here (vii) Commitment to Change – For service to attain accelerated growth, or to enter new markets, commitment is required at all levels of an organization.
Others masquerade as service marketers, using cloaking strategies reliant on tactical pricing, and repackaging variations on the same theme.
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