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SERVICES MARKETING Mr.K.Mohan Kumar
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Implications of Intangibility
Services cannot be inventoried Services cannot be easily patented Services cannot be readily displayed or communicated Pricing is difficult 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Implications of Heterogeneity
Service delivery and customer satisfaction depend on employee and customer actions Service quality depends on many uncontrollable factors There is no sure knowledge that the service delivered matches what was planned and promoted 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Guess Who?
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Identify this retail pioneer in India
Identify this retail pioneer in India. He set up Food world, Music World, Health and Glow as CEO Spencer. He passed in 2017.
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P.K.Mohapatra
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Indian Railways has launched a premium train service , Tejas Express
Indian Railways has launched a premium train service , Tejas Express. Between which 2 cities the first one will ply ?
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Mumbai to Goa
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Which Indian film has become the biggest grosser in China among non-Hollywood films ?
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Dangal
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Which IT major who had promoted remote working for its employees have now asked employees to start reporting at offices. ?
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IBM
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What is the name of the lifestyle and sports brand of Rhiti Sports, where cricketer MS Dhoni has a stake?
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Seven: A brand by MS Dhoni
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Steve Jobs visited Kainchi Dham in India searching for meaning and peace, before he started Apple. Many years later, he advised another start-up founder to go and visit the place. Who was that CEO?
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Mark Zuckerberg
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Implications of Simultaneous Production and Consumption
Customers participate in and affect the transaction Customers affect each other Employees affect the service outcome Decentralization may be essential Mass production is difficult 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Implications of Perishability
It is difficult to synchronize supply and demand with services Services cannot be returned or resold 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Challenges for Services
Defining and improving quality Ensuring the delivery of consistent quality Designing and testing new services Communicating and maintaining a consistent image Accommodating fluctuating demand Motivating and sustaining employee commitment Coordinating marketing, operations, and human resource efforts Setting prices Finding a balance between standardization versus customization 4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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Expanded Marketing Mix for Services
4/20/2018 Unit I -16BA727 - Services Marketing - K.Mohan Kumar, AP/MBA
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