Lec 06 Services Marketing for students .ppt

Detailed Review

1. Marketing Principles
Services Marketing
Session 7

2. Don’t just develop a product turn it into a brand
and customers will favor no matter it is more for
less or more for more.

3. Services Marketing
Services
Service industries include business organizations
(airlines, banks, hotels, insurance companies,
consulting firms),
government (postal service, schools, hospitals,
military services),
and private not-for-profit organizations
(museums, charities, churches, colleges).

4. Four Services
Characteristics

5. Three Types of Marketing
in Services Industries

6. Services Marketing
Service Firm Marketing Strategies
Managing Service Differentiation
British Airways
differentiates its
service by offering
first-class world
travelers private
“demi-cabins”

7. Product Decisions and Social
Responsibility
Acquisitions and mergers
Legal compliance
Product liability issues
Warranties
Additional Product
Considerations

8. International Product and Services Marketing
Special challenges:
Which products should be marketed
internationally?
Should the products be standardized or adapted for world
markets?
How should packaging be adapted?
How can other barriers be overcome?
Additional Product
Considerations

9. Small is beautiful but large is
powerful