Marketing Management
 |
Details
Textbook:
Pages : 500;
Paperback;
210 X 275 mm approx.
Workbook:
Pages :
282; Paperback;
210 X 275 mm approx, Sample Applied Theory Questions
Pricing
Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Available only in INDIA
Buy Now
Please allow 5 to 10 days for delivery.
Detail Table of Contents
Marketing of Services : Chapter 25
SUMMARY:
Service is an act of performing or offering that something extra which gives some benefits or value to the customer without the ownership of physical products. Services can be provided by a machine, a person, or a combination of both and can be directed at either a person or a product.
|
|
The unique characteristics of services make it essential for marketers to devise various strategies pertaining to product, price, promotion, and distribution to differentiate their service offering from those of competitors. In addition to the product, price, promotion and distribution, there are three other aspects of services, which demand the attention of service marketers. These are the personnel or people, process and physical evidence.
Service marketers find it difficult to differentiate their offer from the service offers of rival firms. Unlike manufacturing organizations, the absence of a tangible product makes it difficult for service marketers to locate opportunities for differentiating their service offering from those of competing firms. Despite the absence of enough opportunities to differentiate the service offering, service organizations try to gain customer loyalty by differentiating their service on the basis of the offer, delivery and image of the organization.
Service organizations can adopt various approaches to enhance the productivity of their personnel. These approaches include helping employees in better utilization of their skills, designing more effective service, increasing customer involvement in the service delivery process, improved selection and training procedures to ensure better skilled personnel, and standardizing service delivery procedures.
Although products and services have been considered as separate domains from the marketing point of view, there are several products, which require product support services after they are sold. Product support services have therefore emerged as a major area of differentiation for service organizations. The emphasis on support services has increased to such an extent that it has become a component of the overall strategic vision of even top manufacturing companies.
