Service marketing, CLASSIFICATION OF SERVICE

Service Marketing, Characteristics of services, Classification of Services, Service Process, Designing the service process, Service Blueprint, Services marketing mix , 7 P’s of Service Marketing

1. Service Marketing

2. Characteristics of services 1 . Intangibility 2. Inseparability 3. Variability 4. Perish ability 5. Ownership

3. Classification of Services 1.Ultimate User 2. Level of Tangibility 3. Service options 4. Specialisation 5. Profit Orientation 6. External-Internal service to Manufacturers 7. Customer-Employee Presence

4. Ultimate User: Consumer Dry Cleaning, Hair Dressing Business to Business Advertising agencies, Marketing Research agencies Industrial Plant Maintenance and repair

5. Level of Tangibility Highly Tangible Services: Car Rentals, Gymnasium Minor Services linked to Major Tangible Goods Car Maintenance, Domestic appliances repair Major Services linked to Minor Tangible Goods Airline service, Banking Highly Intangible Services Legal Service, Consultancy

6. Service options People-Based Services High contact with people: Medical Services, Restaurants Equipment-Based Services Low contact with people: Gymnasium, ATM

7. Specialisation Professional Services: Doctor, Lawyer, Chartered Accountants Non-Professional Services: Housekeeping services

8. Profit Orientation Profit Orientation/ Commercial Services: Banks, Airlines, Hotels Non-Profit Orientation: Red Cross, NSS, NGOs

9. External-Internal service to Manufacturers External Services Distribution of physical products, Landscape maintenance Internal Services Office Cleaning, Payroll administration.

10. Reasons for the growth of services in India: Economic affluence Demographic factors Social and Cultural Factors I.T. Revolution Development of Markets Political and legal situations Migration

11. Service Process It is a procedures, mechanisms and flow of activities by which the service is delivered.

12. Designing the service process Nature of Service Assessing the level of customer involvement Establishing service approach Standardizing approach Customized approach Defining service qualities and standards Gap analysis Identifying the location of service delivery

13. Service Blueprint Service blueprint is technique for describing & improving the interaction between service provider & service customer.

14. Services marketing mix (7 P’s of Service Marketing) Product Pricing Place Promotion People Process Physical Evidence