marketing services principles of marketing.pptx

Creating a 3000-word description of your PowerPoint presentation on marketing services involves several key components. Here’s a comprehensive guide that covers various aspects such as introduction, core concepts, strategies, challenges, and case studies.

---

**Title: Marketing Services: Strategies, Challenges, and Insights**

**Introduction: Understanding Marketing Services**

Marketing services refers to the process of promoting and selling intangible products or services rather than physical goods. Unlike tangible products, services are consumed at the point of delivery and cannot be stored or owned. This fundamental difference introduces unique challenges and requires tailored strategies for effective marketing.

Marketing services include a wide range of industries such as healthcare, hospitality, finance, consulting, education, and entertainment. Each of these sectors relies heavily on customer interaction and experience, making the role of marketing crucial in influencing consumer perceptions and decisions.

**Chapter 1: The Distinction Between Marketing Services and Products**

Marketing services is distinct from marketing physical products. The intangibility, inseparability, variability, and perishability of services present unique challenges that require specialized approaches:

1. **Intangibility**: Services cannot be seen, touched, or owned, which makes it challenging to convey their value to potential customers. Marketers must rely on other cues, such as customer testimonials, brand reputation, and service demonstrations to build trust and attract customers.

2. **Inseparability**: Services are often produced and consumed simultaneously, which means the quality of service is closely linked to the provider’s performance. For instance, a customer’s experience at a hotel is directly influenced by the staff’s behavior and the ambiance at the time of stay.

3. **Variability**: The quality of services can vary significantly depending on who provides them, when, where, and how. A challenge for marketers is to ensure consistency in service delivery to maintain customer satisfaction.

4. **Perishability**: Services cannot be stored for later use. A missed opportunity to sell a service represents a lost revenue that cannot be recovered. For example, an unsold airline seat or an empty hotel room represents lost income.

**Chapter 2: Core Concepts in Marketing Services**

To effectively market services, it is essential to understand several core concepts:

1. **Service Quality**: Service quality is the comparison of perceived expectations with actual performance. High service quality leads to customer satisfaction and loyalty. Tools like the SERVQUAL model help in assessing service quality by focusing on dimensions such as reliability, assurance, tangibles, empathy, and responsiveness.

2. **Customer Experience Management (CEM)**: CEM is the practice of designing and reacting to customer interactions to meet or exceed their expectations, there

1. Marketing Services GROUP 2

2. Understand the Unique Challenges in Marketing Services vs. Products. Analyze the Concepts of Needs, Wants, and Demands in Consumer Behavior Explain the difference between primary demand, selective demand, potential demand, latent demand, and current demand. Explore how marketers can enhance customer-perceived value and customer value propositions through strategic advertising, product positioning, and pricing strategies. Learning Objectives:

3. Energizer Activity: "Service Charades"

4. Reporter Jun Rex M. Perez

5. Intangibility 1 Physical products are tangible. Consumers can inspect before purchase.

6. Intangibility 2 Services are intangible. No preview of skills before hiring.

7. Intangibility 3 Impressions matter. Office appearance influences client perception.

8. Variability 1 Human performance varies. Services differ each time. 2 Customer apprehension. Inconsistent service can cause anxiety. 3 Standard procedure help. Reduce variability in service delivery.

9. Variability 2 Customer apprehension. Inconsistent service can cause anxiety. 3 Standard procedure help. Reduce variability in service delivery. Human performance varies. Services differ each time.

10. Variability 3 Standard procedure help. Reduce variability in service delivery. 2 Customer apprehension. Inconsistent service can cause anxiety. Human performance varies. Services differ each time.

11. Inseparability 1 Service and provider are linked. Presence is required for delivery.

12. Inseparability 2 Limits service reach. Can't serve many clients simultaneously.

13. Inseparability 3 Standardized systems help. Franchising can expand service availability.

14. Perishability 1 Services can’t be stored. Unused capacity results in lost revenue.

15. Perishability 2 Capacity manage- ment is key. Balance demand and supply effectively.

16. Perishability 3 Dynamic pricing strategies. Adjust prices based on demand.

17. Needs, Wants, and Demands GROUP 4 Reporter Peter James C. San Pablo

18. Needs, Wants, and Demands GROUP 2

19. Needs, Wants, and Demands Wants are psychological. Preference that enhances life. Need are physiological. Essential for survival. Market demands varies. Depends on willingness and capability.

20. Reporter Bea Angeli G. De Paz

21. MEASURING MARKET DEMAND Primary demand is total demand. Selective demand is brand-specific. Surveys help measure demand.

22. Reporter Princess Jiela Cortez

23. Potential, Latent, and Current Demand Potential demand . No current demand exists. Latent demand. Desires unmet by existing products. Current demand. Seasonal products sell during peak times. .

24. Reporter Shalom Nareto

25. Utility, Value, and Satisfaction Utility Total satisfaction from consumption . Value Customer's perception of worth. Satisfaction Meeting customer expectations.

26. Reporter Sual Lexie’s

27. Customer-Perceived Value 1 Difference between benefits and cost. Influences purchasing decisions. 2 Advertising enhances perception. Highlight product features effectively. 3 Research identifies values. Understand consumer preferences.

28. Customers Value Proposition What’s in it for me? Why us?

29. GROUP ACTIVITY: ROLE PLAY

30. Quiz: Marketing Services

31. 1. What makes services more difficult to market compared to physical products? a) Tangibility b) Intangibility c) Uniformity d) Perishability

32. 2. Which strategy do service marketers use to address the intangibility of services? a) Offering free trials b) Displaying diplomas and certifications c) Reducing prices d) Providing warranties

33. 3. What term describes the difficulty of maintaining consistency in service delivery due to human involvement? a) Intangibility b) Inseparability c) Variability d) Perishability

34. 4. How can service variability be minimized? a) By offering discounts b) By following standardized operating procedures c) By hiring more employees d) By reducing service prices

35. 5. What does inseparability in services refer to? a) The inability to separate the service from the service provider b) The inability to store services c) The difficulty in maintaining consistent service quality d) The need for physical evidence in services

36. 6. Which of the following best describes perishability in services? a) Services can be stored for later use b) Services cannot be stored and are lost if not consumed c) Services are always available on demand d) Services are tangible and can be inspected

37. 7. What is a common strategy to manage the perishability of services? a) Offering lifetime warranties b) Capacity management c) Reducing staff d) Increasing prices

38. 8. Which of the following correctly defines a consumer's "need"? a) A psychological desire b) A physiological necessity required for survival c) A preference that can improve life conditions d) A luxury item

39. 9. What type of demand occurs when there is no current demand but potential customers have the financial capability to purchase a product? a) Primary demand b) Latent demand c) Potential demand d) Selective demand

40. 10. How can marketers enhance customer-perceived value? a) By reducing prices b) By investing in packaging and labeling c) By limiting advertising d) By decreasing product availability