7 p's of service marketing
•Télécharger en tant que PPTX, PDF•
2 j'aime•501 vues
The document discusses the traditional and extended marketing mix used for services. The traditional mix includes product, price, place, and promotion. The extended mix adds people, process, and physical evidence. It then provides examples and details for each element of the marketing mix as applied to services.
Signaler
Partager
Signaler
Partager
Recommandé
Services Marketing - Pricing Services
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
7 Ps of Service & service design
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
Marketing Of Educational Services
1) Education is a service industry that is becoming increasingly competitive, especially for specialized fields like management and computer education, as more institutions have opened.
2) As competition rises, educational institutions need to consider marketing strategies like product differentiation, extension, and integration. Education provides intangible benefits to students like increased knowledge and skills.
3) When marketing educational services, schools should understand student criteria like reputation, placement success, and facilities/fees. They should also define their unique competitive position and marketing mix of product, price, place, promotion, and people.
Service market segmentation and targeting
1. Segmentation, targeting, and positioning are strategic marketing fundamentals used to generate competitive advantage and business opportunities. Segmentation involves dividing the market into distinct groups that share common characteristics, needs, behaviors, or patterns.
2. There are four types of service organizations based on their service focus and market focus: unfocused, service focused, market focused, and fully focused. Market segmentation recognizes the need for specialization to suit market segments rather than trying to be all things to all people.
3. Market segmentation leads to more efficient resource utilization, improved market manageability by dividing into smaller parts, and an enhanced ability to satisfy customers. The objectives of segmentation are to identify similarities and differences between buyer needs in segments
New service development
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Consumer behaviour in services 1
This document discusses consumer behavior in services. It covers several key topics:
1. It outlines the three stages of consumer decision making in services - the prepurchase, service encounter, and post-encounter stages. It describes the factors that influence expectations at each stage.
2. It introduces the concept of a "servuction system" which models a service business as an integrated system involving marketing, operations, and customers. It describes the key components of the servuction system.
3. It discusses the differences between high-contact and low-contact services and how they interact with customers at different points in the servuction system like service operations, delivery, and other contact points.
Pricing of services
Pricing services is more complex than pricing goods due to several factors: customer knowledge of service prices can vary; services often have high variability between providers; and providers may be unwilling to estimate prices in advance as the nature of the service is not fully known until delivery. Non-monetary costs like time, search, convenience, and psychological costs also influence demand. While reputation and advertising are preferred quality cues, price may be viewed as a quality signal, especially for high-risk services. Common approaches to pricing services include cost-based pricing using direct and overhead costs, competition-based pricing by monitoring competitors, and demand-based pricing by relating price to customer perceived value.
Service marketing environment
This P.P.T explains the various service environmental factors.A service marketer have to understand about these service environmental factors before taking any major decision about marketing of service.
Recommandé
Services Marketing - Pricing Services
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
7 Ps of Service & service design
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
Marketing Of Educational Services
1) Education is a service industry that is becoming increasingly competitive, especially for specialized fields like management and computer education, as more institutions have opened.
2) As competition rises, educational institutions need to consider marketing strategies like product differentiation, extension, and integration. Education provides intangible benefits to students like increased knowledge and skills.
3) When marketing educational services, schools should understand student criteria like reputation, placement success, and facilities/fees. They should also define their unique competitive position and marketing mix of product, price, place, promotion, and people.
Service market segmentation and targeting
1. Segmentation, targeting, and positioning are strategic marketing fundamentals used to generate competitive advantage and business opportunities. Segmentation involves dividing the market into distinct groups that share common characteristics, needs, behaviors, or patterns.
2. There are four types of service organizations based on their service focus and market focus: unfocused, service focused, market focused, and fully focused. Market segmentation recognizes the need for specialization to suit market segments rather than trying to be all things to all people.
3. Market segmentation leads to more efficient resource utilization, improved market manageability by dividing into smaller parts, and an enhanced ability to satisfy customers. The objectives of segmentation are to identify similarities and differences between buyer needs in segments
New service development
Offering a unique service which was not not earlier offered into the market is called new service and the process of designing such new service is called New Service Development.
Consumer behaviour in services 1
This document discusses consumer behavior in services. It covers several key topics:
1. It outlines the three stages of consumer decision making in services - the prepurchase, service encounter, and post-encounter stages. It describes the factors that influence expectations at each stage.
2. It introduces the concept of a "servuction system" which models a service business as an integrated system involving marketing, operations, and customers. It describes the key components of the servuction system.
3. It discusses the differences between high-contact and low-contact services and how they interact with customers at different points in the servuction system like service operations, delivery, and other contact points.
Pricing of services
Pricing services is more complex than pricing goods due to several factors: customer knowledge of service prices can vary; services often have high variability between providers; and providers may be unwilling to estimate prices in advance as the nature of the service is not fully known until delivery. Non-monetary costs like time, search, convenience, and psychological costs also influence demand. While reputation and advertising are preferred quality cues, price may be viewed as a quality signal, especially for high-risk services. Common approaches to pricing services include cost-based pricing using direct and overhead costs, competition-based pricing by monitoring competitors, and demand-based pricing by relating price to customer perceived value.
Service marketing environment
This P.P.T explains the various service environmental factors.A service marketer have to understand about these service environmental factors before taking any major decision about marketing of service.
Servicescape
This document discusses the impact of physical evidence and servicescapes on customer perceptions. It defines servicescapes as the environment where a service is delivered and customers interact with employees. Servicescapes can include facility exteriors and interiors, signage, equipment, and other tangible elements. The document explores how servicescape design influences customer and employee behaviors and different types of servicescapes for various services. Physical evidence and ambient conditions like temperature, lighting, and music can communicate a firm's image and affect customer moods and evaluations.
Unit 2
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning
Service development and design
Service development and design: Challenges of service design, types of new services, core and supplementary elements, new service development process
Services marketing
The document discusses various aspects of services marketing. It begins by defining key terms like marketing, services, and customer expectations. It then covers characteristics of services like intangibility, heterogeneity, inseparability, and perishability. The challenges of services marketing are discussed along with potential solutions. Key frameworks for understanding customer expectations and service quality are introduced, including the SERVQUAL model. Strategic issues like market segmentation, targeting, positioning, and differentiation strategies are also summarized.
Positioning Services in Competitive Markets
This document discusses positioning services in competitive markets. It emphasizes that effective positioning requires differentiating products, understanding customer preferences, and having a clear positioning strategy. Firms can focus their positioning strategy by targeting specific market segments, services, or both. Developing the right positioning strategy involves analyzing markets, competitors, and a firm's own resources to identify how to uniquely meet customer needs. Positioning maps are useful tools to visualize competitive positions and help firms evaluate strategic options.
Services Marketing Triangle
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Services marketing 1
The document discusses several key aspects of services marketing. It defines services according to Peter Drucker and the Chartered Institute of Marketing. It notes that services are difficult to define because inputs and outputs are often intangible. Kotler's definition of a service as an activity that does not result in ownership is also mentioned. The document outlines some characteristics that distinguish services from goods, such as intangibility, inseparability, heterogeneity, and perishability. It provides examples of how service industries have grown to comprise large portions of modern economies.
An Introduction to Services Marketing
An Introduction to Services MarketingWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Classification of services
Service can be classified in several ways, including by market segment, degree of tangibility, skills of the service provider, goals of the service provider, degree of regulation, degree of labor intensiveness, and degree of customer contact. In India, services contribute 60% to GDP and 35% to employment, with 80% of exports dominated by high-skilled services like software and communication. Services can be categorized as catering to end consumers or organizational customers, having tangible, rental, or non-good offerings, and requiring highly skilled or unskilled labor. They can also be profit-making or non-profit, face high, limited, or absent regulation, and be equipment-based, people-based, requiring un
Services marketing (ppt slides)
This document discusses key concepts in services marketing. It begins by defining services and classifying them in various ways. It then compares the differences between product and services marketing. Some unique features of services are their intangibility, inseparability, variability, and perishability. Quality, customer expectations, segmentation, targeting, positioning, the marketing mix and other strategies are discussed in the marketing of services. The role of various elements like people, physical evidence, and technology are also summarized.
ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING
Physical evidence refers to the tangible components of a service that facilitate performance or communication of the service. It includes the environment in which the service is delivered and where customers interact with the business. Physical evidence can be essential, such as the facilities required to deliver the service, or peripheral, which enhances but is not essential to the service. It plays important roles such as creating atmosphere, building trust, influencing perceptions of quality, facilitating service delivery, and differentiating a business from competitors. Examples of physical evidence include facility design, equipment, signage, employee appearance and performance.
Introduction to service marketing
This document provides an introduction to services and service marketing. It defines services as intangible products that are deeds, processes, or performances provided by one entity to another. The key concepts of service industries, products, and customer service are explained. Services are described as intangible, inseparable, perishable, heterogeneous, and simultaneously produced and consumed. The challenges of managing services and differences between services and goods are outlined. The large contribution of the service sector to Nepal's GDP and employment is noted. The 7Ps of service marketing and development of the service marketing concept are described. Internal, external, and interactive aspects of the service marketing triangle are explained.
Service marketing
This document discusses key concepts in service marketing. It defines a service as any intangible act or performance offered by one party to another. Services have four main characteristics: intangibility, inseparability, variability, and perishability. Service marketing focuses on building relationships and delivering value. It is important for service companies to consider people, processes, physical evidence, and image when developing their marketing strategies. Service quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Firms must work to reduce gaps between customer expectations and perceptions of service.
Customer as co producer in services
Customers act as co-producer in service industry and their level of participation can effect service delivery. Self service technologies have changed the way customers were being served.
Physical evidence
This document discusses physical evidence and the servicescape. It defines physical evidence as the tangible components that facilitate or communicate the delivery of a service. This includes the environment where the service is delivered. The physical evidence creates an impression about the service and influences perceptions of quality and price.
The servicescape refers to the physical surroundings or facility where the service is produced, delivered, and consumed. It can play strategic roles as a package, facilitator, socializer, and differentiator. As a package, it conveys expectations about the service. As a facilitator, it helps the flow of the service delivery process. As a socializer, it facilitates interactions between customers and employees. As a differentiator, it sets the
Service marketing
This document discusses key concepts related to services marketing. It begins by defining what a service is, noting that a service is an act or performance offered by one party to another that is intangible and does not result in ownership. Services are then contrasted with goods in terms of characteristics like intangibility, inseparability, and perishability. The growth of the services sector is also examined. The document then explores frameworks for classifying and segmenting services, as well as strategies for managing key aspects of services like customer expectations, perceptions, and satisfaction. Market research techniques specific to services are also summarized.
Gap model
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
7 ps of service marketing
The 7 P's of marketing are: 1) Product, 2) Place, 3) Price, 4) Promotion, 5) Physical environment, 6) Process, and 7) People. The document discusses each of the 7 P's, with Product focusing on the benefits provided to customers, Place emphasizing the location and ambience of service delivery, and Price ensuring the customer receives better value than monetary cost. Promotion communicates benefits to influence interest, while Physical environment and Process work to enhance service use and delivery. People are both the customers utilizing services and employees interacting with customers.
Introduction to service marketing
This material has been developed keeping in view the learning needs of beginners of service marketing as an essential element of experience economy.
Characteristics of a service marketing
Services have five key characteristics: (1) lack of ownership, (2) intangibility, (3) inseparability of production and consumption, (4) perishability, and (5) heterogeneity. The marketing of services also involves analyzing the 7Ps of the marketing mix - product, price, place, promotion, people, physical evidence, and process. Managing services is more complicated than managing products because services are harder to standardize due to the many input factors involved, including people, physical environment, and operational processes.
Marketing mix-unit-2
The 7 Ps of service marketing expands on the traditional 4 Ps of marketing (product, price, place, promotion) to better address the unique characteristics of services. The additional 3 Ps are people (service personnel), process (service delivery procedures), and physical evidence (tangible representations of intangible services). Together, the 7 Ps framework helps service marketers address issues like the intangible nature of services, customer involvement in service delivery, and the importance of consistent service quality.
Ext m mix
The document discusses the extended marketing mix or 7Ps model which is more applicable for services than the traditional 4Ps model. It describes each of the 7Ps - product, price, place, promotion, people, process, and physical evidence. People refers to the staff involved in service delivery. Process describes how the service is delivered to customers. Physical evidence includes tangible aspects that accompany the intangible service. The model suggests these elements are all important for optimal service delivery.
Contenu connexe
Tendances
Servicescape
This document discusses the impact of physical evidence and servicescapes on customer perceptions. It defines servicescapes as the environment where a service is delivered and customers interact with employees. Servicescapes can include facility exteriors and interiors, signage, equipment, and other tangible elements. The document explores how servicescape design influences customer and employee behaviors and different types of servicescapes for various services. Physical evidence and ambient conditions like temperature, lighting, and music can communicate a firm's image and affect customer moods and evaluations.
Unit 2
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning
Service development and design
Service development and design: Challenges of service design, types of new services, core and supplementary elements, new service development process
Services marketing
The document discusses various aspects of services marketing. It begins by defining key terms like marketing, services, and customer expectations. It then covers characteristics of services like intangibility, heterogeneity, inseparability, and perishability. The challenges of services marketing are discussed along with potential solutions. Key frameworks for understanding customer expectations and service quality are introduced, including the SERVQUAL model. Strategic issues like market segmentation, targeting, positioning, and differentiation strategies are also summarized.
Positioning Services in Competitive Markets
This document discusses positioning services in competitive markets. It emphasizes that effective positioning requires differentiating products, understanding customer preferences, and having a clear positioning strategy. Firms can focus their positioning strategy by targeting specific market segments, services, or both. Developing the right positioning strategy involves analyzing markets, competitors, and a firm's own resources to identify how to uniquely meet customer needs. Positioning maps are useful tools to visualize competitive positions and help firms evaluate strategic options.
Services Marketing Triangle
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Services marketing 1
The document discusses several key aspects of services marketing. It defines services according to Peter Drucker and the Chartered Institute of Marketing. It notes that services are difficult to define because inputs and outputs are often intangible. Kotler's definition of a service as an activity that does not result in ownership is also mentioned. The document outlines some characteristics that distinguish services from goods, such as intangibility, inseparability, heterogeneity, and perishability. It provides examples of how service industries have grown to comprise large portions of modern economies.
An Introduction to Services Marketing
An Introduction to Services MarketingWe Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Classification of services
Service can be classified in several ways, including by market segment, degree of tangibility, skills of the service provider, goals of the service provider, degree of regulation, degree of labor intensiveness, and degree of customer contact. In India, services contribute 60% to GDP and 35% to employment, with 80% of exports dominated by high-skilled services like software and communication. Services can be categorized as catering to end consumers or organizational customers, having tangible, rental, or non-good offerings, and requiring highly skilled or unskilled labor. They can also be profit-making or non-profit, face high, limited, or absent regulation, and be equipment-based, people-based, requiring un
Services marketing (ppt slides)
This document discusses key concepts in services marketing. It begins by defining services and classifying them in various ways. It then compares the differences between product and services marketing. Some unique features of services are their intangibility, inseparability, variability, and perishability. Quality, customer expectations, segmentation, targeting, positioning, the marketing mix and other strategies are discussed in the marketing of services. The role of various elements like people, physical evidence, and technology are also summarized.
ROLE OF PHYSICAL EVIDENCE IN SERVICE MARKETING
Physical evidence refers to the tangible components of a service that facilitate performance or communication of the service. It includes the environment in which the service is delivered and where customers interact with the business. Physical evidence can be essential, such as the facilities required to deliver the service, or peripheral, which enhances but is not essential to the service. It plays important roles such as creating atmosphere, building trust, influencing perceptions of quality, facilitating service delivery, and differentiating a business from competitors. Examples of physical evidence include facility design, equipment, signage, employee appearance and performance.
Introduction to service marketing
This document provides an introduction to services and service marketing. It defines services as intangible products that are deeds, processes, or performances provided by one entity to another. The key concepts of service industries, products, and customer service are explained. Services are described as intangible, inseparable, perishable, heterogeneous, and simultaneously produced and consumed. The challenges of managing services and differences between services and goods are outlined. The large contribution of the service sector to Nepal's GDP and employment is noted. The 7Ps of service marketing and development of the service marketing concept are described. Internal, external, and interactive aspects of the service marketing triangle are explained.
Service marketing
This document discusses key concepts in service marketing. It defines a service as any intangible act or performance offered by one party to another. Services have four main characteristics: intangibility, inseparability, variability, and perishability. Service marketing focuses on building relationships and delivering value. It is important for service companies to consider people, processes, physical evidence, and image when developing their marketing strategies. Service quality is determined by reliability, responsiveness, assurance, empathy, and tangibles. Firms must work to reduce gaps between customer expectations and perceptions of service.
Customer as co producer in services
Customers act as co-producer in service industry and their level of participation can effect service delivery. Self service technologies have changed the way customers were being served.
Physical evidence
This document discusses physical evidence and the servicescape. It defines physical evidence as the tangible components that facilitate or communicate the delivery of a service. This includes the environment where the service is delivered. The physical evidence creates an impression about the service and influences perceptions of quality and price.
The servicescape refers to the physical surroundings or facility where the service is produced, delivered, and consumed. It can play strategic roles as a package, facilitator, socializer, and differentiator. As a package, it conveys expectations about the service. As a facilitator, it helps the flow of the service delivery process. As a socializer, it facilitates interactions between customers and employees. As a differentiator, it sets the
Service marketing
This document discusses key concepts related to services marketing. It begins by defining what a service is, noting that a service is an act or performance offered by one party to another that is intangible and does not result in ownership. Services are then contrasted with goods in terms of characteristics like intangibility, inseparability, and perishability. The growth of the services sector is also examined. The document then explores frameworks for classifying and segmenting services, as well as strategies for managing key aspects of services like customer expectations, perceptions, and satisfaction. Market research techniques specific to services are also summarized.
Gap model
The document outlines Parasuraman, Berry, and Zeithaml's Gaps Model of Service Quality which identifies gaps between customer expectations and perceptions that can occur within an organization, and it discusses their SERVQUAL framework for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The Gaps Model is used to show how four internal gaps within a company relating to understanding customer expectations, service design, service delivery, and communications can contribute to an overall gap between customer expectations and perceptions of service quality.
7 ps of service marketing
The 7 P's of marketing are: 1) Product, 2) Place, 3) Price, 4) Promotion, 5) Physical environment, 6) Process, and 7) People. The document discusses each of the 7 P's, with Product focusing on the benefits provided to customers, Place emphasizing the location and ambience of service delivery, and Price ensuring the customer receives better value than monetary cost. Promotion communicates benefits to influence interest, while Physical environment and Process work to enhance service use and delivery. People are both the customers utilizing services and employees interacting with customers.
Introduction to service marketing
This material has been developed keeping in view the learning needs of beginners of service marketing as an essential element of experience economy.
Characteristics of a service marketing
Services have five key characteristics: (1) lack of ownership, (2) intangibility, (3) inseparability of production and consumption, (4) perishability, and (5) heterogeneity. The marketing of services also involves analyzing the 7Ps of the marketing mix - product, price, place, promotion, people, physical evidence, and process. Managing services is more complicated than managing products because services are harder to standardize due to the many input factors involved, including people, physical environment, and operational processes.
Tendances (20)
Similaire à 7 p's of service marketing
Marketing mix-unit-2
The 7 Ps of service marketing expands on the traditional 4 Ps of marketing (product, price, place, promotion) to better address the unique characteristics of services. The additional 3 Ps are people (service personnel), process (service delivery procedures), and physical evidence (tangible representations of intangible services). Together, the 7 Ps framework helps service marketers address issues like the intangible nature of services, customer involvement in service delivery, and the importance of consistent service quality.
Ext m mix
The document discusses the extended marketing mix or 7Ps model which is more applicable for services than the traditional 4Ps model. It describes each of the 7Ps - product, price, place, promotion, people, process, and physical evidence. People refers to the staff involved in service delivery. Process describes how the service is delivered to customers. Physical evidence includes tangible aspects that accompany the intangible service. The model suggests these elements are all important for optimal service delivery.
CHAP-1 INTRODUCTION TO SRM.pptx
The document discusses key aspects of services marketing, including definitions of a service and why services are important to study. It describes differences between goods and services, introduces the basic service package of core, facilitating, and supporting services. The document also outlines the expanded 7Ps marketing mix for services, including product, price, place, promotion, people, process, and physical evidence.
Service marketing mix
The marketing mix for services is extended beyond the traditional 4Ps of product, price, place and promotion. It also includes people, process and physical evidence. The service marketing mix considers how the organization designs the service, delivers it through processes, and provides tangible evidence to customers through physical surroundings and materials. It also focuses on the important role of employees and customers in service delivery.
Retail services marketing triangle
The document discusses internal marketing as a means of involving staff at all levels in marketing programs to understand their role and the overall marketing orientation. It also explains the 7 Ps of the extended marketing mix for services - the traditional 4 Ps of product, price, place and promotion along with the additional 3 Ps of people, process and physical evidence which are unique to services marketing due to the intangible nature of services. Supplementary or ancillary services are additional services offered by companies to enhance the customer experience.
Marketing Mix In Traditional Marketing
Marketers traditionally use the four Ps (product, price, place, promotion) to develop marketing mixes. However, these fail to address key aspects of services marketing like intangibility, simultaneous production and consumption, and customer involvement in production. To better address services, marketers have added three more Ps: people, process, and physical evidence. The additional Ps help capture how services are co-produced by customers and employees, delivered through customer interactions, and demonstrated through tangible clues to manage customer perceptions of quality.
Short notes on services marketing
The document defines services and service marketing. Services are activities, benefits or satisfactions offered for sale or in connection with goods. Services are intangible, inseparable from their production and consumption, variable, perishable, require customer participation, and are not owned. Service marketing uses an expanded "7 Ps" framework that includes the traditional 4 Ps (Product, Price, Place, Promotion) plus People, Process, and Physical Evidence. This framework accounts for the unique characteristics of services and importance of customer experience.
SERVICES MARKETING M20MB3250_Unit1.pptx
This document provides information on a services marketing course for an MBA program. It includes the course code, title, objectives, outcomes, units of the syllabus, and references. The course aims to help students understand concepts of services marketing, develop skills in dealing with service customers, and analyze factors like service design, employee roles, and pricing of services. The syllabus covers 4 units on topics such as the concept of services, customer behavior and expectations, relationship marketing, service delivery processes, and the role of marketing communications.
Service marketing Notes
This document provides an overview of services marketing. It discusses four categories of services: people processing, possession processing, mental stimulus processing, and information processing. It also discusses the traditional marketing mix (product, price, place, promotion) applied to services, as well as the extended services marketing mix of physical evidence, process, and people. Key characteristics of services are discussed, including intangibility, inseparability, heterogeneity, and perishability. The document also covers consumer behavior models for services, including the three-stage model of service consumption and the servuction model. It defines factors that influence customers' expectations and perceptions of service quality. Finally, it discusses differentiated and undifferentiated marketing strategies and how they relate to market
Service delivery and pricing
This slideshow talks about service delivery, role of employees and customers in service delivery, service blueprint, physical evidence, pricing of services, methods of service promotion etc
SM UNIT -4.ppt strategic management ppt is
This document discusses positioning of services and integrated service marketing communication. It covers key topics such as:
1. Positioning involves launching new brands and repositioning old brands to differentiate services for consumers who are increasingly confused. The key is to promote a company's strengths.
2. Services can be positioned based on attributes, use, price/quality, class, users, or competitors. Successful positioning makes a service easier for consumers to understand.
3. Integrated service marketing involves external marketing to consumers, internal marketing to employees, and interactive marketing during customer service. It is important for all aspects of the marketing mix to be coordinated.
Marketing Financial Services
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Services marketing is a sub-field of marketing, The promotion of economic activities offered by a business to its clients. Service marketing might include the process of selling telecommunications, health treatment, financial, hospitality, car rental, air travel, and professional services.
Ext m mix
The document discusses the extended marketing mix for services, also known as the 7Ps. It explains that the traditional 4Ps marketing mix is expanded to include People, Physical Evidence, and Process when marketing services. People refers to the staff delivering the service. Physical Evidence includes tangible aspects that influence the customer experience. Process is how the service is delivered to customers. The document provides examples for each P to illustrate their importance in service marketing.
Surrogate Cues
This document discusses surrogate cues used by service organizations to differentiate themselves. It provides examples of core and augmented services across various industries like restaurants, hotels, healthcare, education, banking, and couriers. Core services satisfy basic needs while augmented services enhance the customer experience. Surrogate cues refer to tangible aspects like appearance, environment and décor that provide clues about intangible service quality. Effective surrogate cues help organizations attract customers and compete against others by exceeding expectations. The document also notes that individuals can apply surrogate cues to themselves through their appearance and presentation to make favorable impressions on others.
Services marketing unit_1
Services marketing has several unique characteristics compared to goods marketing. [1] Services are intangible, cannot be owned, and are inseparable from their production and delivery. [2] They also perish if not consumed when produced and may vary in quality between providers and over time. [3] A key framework for services marketing is the 7 Ps - product, price, place, promotion, people, process, and physical evidence. Physical evidence helps make intangible services more tangible for customers. Moments of truth and magic/misery refer to positive and negative customer interactions that shape perceptions.
Service marketing1
This document provides an overview of services marketing. It begins by defining what services are and discusses the key service sectors. It then explains why services marketing is important given the growth of the service economy. The document outlines some of the key characteristics of services compared to goods, such as intangibility, inconsistency, perishability, and the simultaneous production and consumption of services. It also discusses the four factors known as the "4 Is" that distinguish services - intangibility, inconsistency, inventory, and inseparability. The document provides examples of different service industries and purchases. It examines the size and growth of various industry sectors. Finally, it discusses some of the challenges involved in services marketing and principles of service experience design.
Service marketing module 7
Physical evidence includes the tangible components of a service such as the facilities, equipment, and communications materials. It specifically refers to the servicescape, which is the physical environment where the service is delivered and the customer interacts with the business. Servicescapes can be elaborate or lean depending on their complexity and whether they are designed for customer self-service, remote service, or interpersonal service. The servicescape impacts customer and employee behaviors and perceptions through its ambient conditions, space/function, and signs/symbols. Physical evidence must be strategically designed and updated to support the business goals and facilitate the service process.
Servmarkchpter1
Services account for over 60% of the world's GDP and most new employment. Marketing of services differs from products in several key ways: services are intangible, perishable, inseparable from their production and delivery, and variable. The 8Ps marketing mix framework expands the traditional 4Ps to address the unique characteristics of services, including elements like process, physical environment, and people. Properly understanding customer involvement in the co-production of services is vital, as illustrated by the servuction model which maps the visible and invisible factors shaping the customer experience.
Similaire à 7 p's of service marketing (20)
nKfTqcvSQSG6QFQahXOO_SERVICE MARKETING - FULL SET OF NOTES.ppt
nKfTqcvSQSG6QFQahXOO_SERVICE MARKETING - FULL SET OF NOTES.ppt
Plus de Shreya Bhargava
Service Failure and Recovery: Marketing Speciaization
A presentation for Marketing Specialization Students to get acquaint with Service failure and recovery to make strong relationship with customers.
Adoption process and adopter categories
Presentation to discuss about the various stages of Adoption process and characteristics of adopter i.e. Innovator, early adopter, early majority, late majority, laggards
Product life cycle
presentation for MBA Students to explain the characteristics of different stages of Product Life Cycle and the marketing strategies used according to that.
Consumer behaviour :Basic Presentation
A complete presentation on Consumer Buying Behavior for MBA and BBA students to study importance and features of consumer buying behavior, Buying roles, factors affecting buying decisions and Buying process,
Presentation on Perception - Organisation Behavior
A small presentation for management graduate students to get acquaint with fundamentals of perception, meaning, importance, elements, process and associated errors with it.
Customer buying behavior in services
The document outlines a three stage model of consumer buying behavior in services: 1) pre-purchase including need recognition, information search, and alternative evaluation; 2) service encounter which can be face-to-face, telephonic, or remote; and 3) post-encounter evaluation of service performance and future intentions. It also discusses factors that influence each stage like information sources, types of risk, service qualities, and post-purchase evaluation leading to word-of-mouth or searching for alternatives.
Customer expectations in services - mMARKETING OF SERVICES
Service Marketing: A Small Presentation on Customer Expectation of Services for Marketing Specialization Students
Packaging and labelling
A brief outline for Management Students(marketing specialize) to get acquaint with various issues related with packaging and labeling like importance, objectives, advantages and disadvantages, content, types, objectives and symbols used in labeling.
Market Segmentation, Targeting and Positioning
Presentation for Management Graduates (Marketing specialize) on Market Segmentation, Target marketing and Positioning
Organizational Behavior: Learning and its theories
Presentation for Management students to understand the basic concept of learning, its theories, cycle and how to understand and change employee undesirable behavior
Stress management
Stress is the body's response to any demand or threat, whether internal or external. Stressors can be physiological, such as illness, or psychological, like work or family demands. The stages of stress are alarm, resistance, and exhaustion. In the alarm stage, the body's systems speed up; in resistance, it tries to adapt; and in exhaustion, damage occurs if stress is not managed. Both individual and organizational factors can cause stress. Positive stress is motivating, while negative stress harms health. Managing stress requires techniques like exercise, relaxation, and social support. Employers can help by providing flexibility, clear roles, recognition, and wellness programs.
Plus de Shreya Bhargava (11)
Service Failure and Recovery: Marketing Speciaization
Service Failure and Recovery: Marketing Speciaization
Presentation on Perception - Organisation Behavior
Presentation on Perception - Organisation Behavior
Customer expectations in services - mMARKETING OF SERVICES
Customer expectations in services - mMARKETING OF SERVICES
Organizational Behavior: Learning and its theories
Organizational Behavior: Learning and its theories
Dernier
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessWTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Basic Management Concepts., “Management is the art of getting things done thr...
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
学校原件一模一样【微信：741003700 】《(Sunderland毕业证书)桑德兰大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis AndreasikDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.PickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Advanced Storytelling Concepts for Marketers
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Assignment 2 Task 1: Digital Marketing Course
How Consumers Use Technology And Its Impact On Their Lives
Dernier (20)
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Basic Management Concepts., “Management is the art of getting things done thr...
Basic Management Concepts., “Management is the art of getting things done thr...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdf
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Learn more about affiliate marketing as a beginner
Learn more about affiliate marketing as a beginner
Influencer Marketing Master Class - Alexis Andreasik
Influencer Marketing Master Class - Alexis Andreasik
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
Practical Progress from a Theory by Steven Kingpdf
Practical Progress from a Theory by Steven Kingpdf
7 p's of service marketing
- 2. Marketing Mix Traditional Marketing Mix ◦ Product ◦ Price ◦ Place ◦ Promotion Extended Marketing Mix ◦ People ◦ Process ◦ Physical Evidence
- 3. Product Level 1 • CUSTOMER BENEFITS CONCEPT concerned with what benefits do customers seek Level 2 • Translated into SERVICE CONCEPT is concerned with what the general benefits will the service offer Level 3 • Translated into SERVICE OFFER make greater detailed shaping of the service concept decisions on: service elements (tangible and intangible), service forms(In what way or how) service levels (quality and quantity) Level 4 • Translated into SERVICE FORMS Level 5 • Translated into SERVICE DELIVERY SYSTEM
- 4. Example in Context of Product Level 1 • Research what benefits do customers seek……For example Entertainment Level 2 • What business we are in like Entertainment Such as Drama, Live Theatre, Street Play, Musical Concert, Stand Up Comedy etc… Level 3 • More specific like if music …then classical, western, devotional, fusion as well as proportion of tangibles and intangibles Level 4 • What forms…whether ticket basis or membership, weekly, bi- weekly or daily or what other options Level 5 • Relation between tangibles, employees and physical evidence
- 5. Price Pricing of services is tougher than pricing of goods. While the latter can be priced easily by taking into account the raw material costs, in case of services attendant costs - such as labor and overhead costs - also need to be factored in. Thus a restaurant not only has to charge for the cost of the food served but also has to calculate a price for the ambience provided.
- 6. Price Terminology for Service SectorService Terminology Theatre/ School Entry time Admission fees Transport Fare Education Tuition Insurance Service Premium Employee Service Salary Labor Service Wages Usage of Loan/Overdraft Interest Utilities Tariff Charge Property usage Rent
- 7. Major Pricing Strategies Discount Pricing Diversionary Pricing Guaranteed Pricing Loss leader Pricing High price Maintenance Pricing Offset Pricing Differential Pricing ◦ Customer’s ability to pay ◦ Price time differential ◦ Place Differential
- 8. Place (Distribution Channel) Since service delivery is concurrent with its production and cannot be stored or transported, the location of the service product assumes importance. Thus a holiday resort is better situated in the countryside away from the rush and noise of a city. Following distribution channel are used by service operators to distribute their services: Direct Distribution Channel Indirect Distribution channel Agent Brokers Franchisee electronic channel
- 9. Examples of Distribution Channel for Services
- 10. Promotion Since a service offering can be easily replicated promotion becomes crucial in differentiating a service offering in the mind of the consumer. Following are the promotion tools which is/are used by service organization: Paid Forms of Communication Advertising Sales Promotion Direct Marketing Personal Selling Public Relations Publicity Non paid but also uncontrolled form of Promotion: WOM
- 12. People People are a defining factor in a service delivery process, since a service is inseparable from the person providing it. Thus, a restaurant is known as much for its food as for the service provided by its staff. The same is true of banks and department stores. So it becomes important for service organization to educate its employees and customers to educate to deliver the best services. The below mentioned parties are important to make the service delivery happen. Employees Customers
- 13. Process The process of service delivery is crucial since it ensures that the same standard of service is repeatedly delivered to the customers and customers are with service provider while delivering the services. Therefore, most companies have a service blue print which provides the details of the service delivery process, often going down to even defining the service script and the greeting phrases to be used by the service staff. Service can be described on the basis of the types of service delivered and this is of three types: Line Operation (Self service restaurants) Job shop operation (Hospital) Intermittent operation (Consultancy, Event Management)
- 14. Physical Evidence Since services are intangible in nature most service providers strive to incorporate certain tangible elements into their offering to enhance customer experience. Thus, restaurants invest heavily in their interior design and decorations to offer a tangible and unique experience to their guests. Physical Evidence is basically divided into two categories: Core Evidence Peripheral Evidence
- 15. Core Physical Evidence Peripheral Physical Evidence