Essential know how of service marketing industry.

1. SERVICE MARKETING
BY,
ASHWIN . JAIN
KRITHIKA. NAYAK
MAHENDRA

2. SERVICE
Is an economic activity that creates value and provides benefits for customers for specific time,
place
Is a Technical after- sale function that is provided by the service Department.
Service includes every interaction by any customer and anyone representing the company
Dealers
• Web site and any Salesperson
e-channel interaction Customer Receptionists & schedulers
• Billing and accounting personnel Management and executives
• Service employees

3. • TYPES OF SERVICES
• CORE/SERVICES :- a service that is the primary purpose of the transaction. e.g. lawyer
fees,adminstrative fees( insurance policy, bank loan processing fees)
• SUPPLEMENTARY SERVICES :- services that are rendered as a corollary to the sale of a tangible
products.e.g home delivery options ( food restaurants, online shopping)
SERVICE ORGANISATIONS
• large international corporation's- airlines, banking , telecom, hotel chains , freight transportation
• locally owned small business – restaurants , laundry ,taxi services, couriers .
• b-2-b services
• franchised service outlets- education , food

4. • 7 P’S OF SERVICE MARKETING

5. CHARACTERISTIC OF SERVICES
• INTANGIBILITY
• PERFORMED ACTIVITIES
• INSEPARABILITY
• HETEROGENEITY
• PERISHABILITY
• OWNERSHIP
• ESSENTIALITY VERSUS POSTPONABILITY
• INTERACTION BETWEEN SERVICE PROVIDER AND CONSUMER:

8. ISSUES BEFORE A SERVICE ORGANIZATION
• PACKAGING
• TOOLS & EQUIPMENT'S USED
• CUSTOMERS
• CONVENIENCE
• NATURE OF SERVICE ESTABLISHMENTS
• MANAGING PRODUCTIVITY
• MANAGING SERVICE QUALITY