Service Marketing

Service Marketing

• 1.
  Services Marketing Unit 4 Positioningof services – Designing service delivery System, Service Channel – Pricing of services, methods – Service marketing triangle - Integrated Service marketing communication.
• 2.
  Designing a ServiceConcept • Core Product – Central component that supplies the principal, problem-solving benefits customers seek • Supplementary Services – Augment the core product, facilitating its use and enhancing its value and appeal • Delivery Processes – Used to deliver both the core product and each of the supplementary services
• 3.
  Core and SupplementaryProduct Design: An Integrated Perspective
• 4.
  Documenting Delivery SequenceOver Time • Must address sequence in which customers will use each core and supplementary service • Determine approximate length of time required for each step • Customers may budget a specific amount of time for an activity • Information should reflect good understanding of customers, especially their: – Needs – Habits – Expectations
• 5.
  Core and SupplementaryServices at Luxury Hotel
• 6.
  What Happens, When,in What Sequence? Time Dimension in Augmented Product
• 7.
  Flowcharting Service DeliveryHelps to Clarify Product Elements • Offers way to understand totality of customer’s service experience • Useful for distinguishing between core product itself and service elements that supplement core – Restaurants: Food and beverage (core) – Reservations (supplementary services) • Shows how nature of customer involvement with service organizations varies by type of service: – People processing – Possession processing – Mental Stimulus processing – Information processing
• 10.
  Service Marketing Triangle
• 11.
  Service Marketing Triangle