1. PowerPoint Slides to accompany Rix Marketing: A Practical Approach 7e

2. What are Services?
Separately identifiable activities that satisfy customer wants through mainly intangible benefits.
1. Tangibility
can of tuna
Restaurant
bar staff training
Pure good
Pure service
2. Capital Investment
international airline
interstate bus service
bicycle courier
High investment
Low investment
3. Extent of customer involvement
online travel bookings
travel agent
pilot flies plane
High involvement
Low involvement
4. People or equipment based
security alarm
Equipment based
People based
back to base security
security guard
5. Extent of customisation
rail service
mini bus service
taxi service
Standardised
Customised
Rix Marketing: A Practical Approach 7e Next: The Scope of Services Market Chapter Nine: Services Marketing Strategies Learn more on pages

3. The scope of the services market
Recreation & entertainment
Accommodation
Household
The scope of the services market
Health care
Education
Personal care
Professional
Plus a huge range of B2B services
Travel and transport
Communication
Rix Marketing: A Practical Approach 7e Next: The Special Characteristics of Services Chapter Nine: Services Marketing Strategies Learn more on page 317

4. The Special Characteristics of Services
Services marketing requires some different strategies because of:
Intangibility
customer cannot experience prior to purchase
need to add physical evidence
Inseparability
hard to separate service from service provider
customer is involved in service delivery
need to manage ‘moments of truth’
Variability
customer receives a different product each time
need to either standardise or customise service
allows for market segmentation by customising service
Perishability and fluctuating demand
‘real time’ services are lost if not used
demand has peaks and troughs
need to use marketing mix to manage supply and demand
allows for segmentation through pricing and promotion
Rix Marketing: A Practical Approach 7e Next: Distinctive Colour Adds Tangibility to a Service Chapter Nine: Services Marketing Strategies Learn more on pages

5. Distinctive Colour Adds Tangibility to a Service
Rix Marketing: A Practical Approach 7e Next: Managing Inseparability & Fluctuating Demand Chapter Nine: Services Marketing Strategies

6. A Clever Way of Overcoming Inseparability and Fluctuating Demand
Rix Marketing: A Practical Approach 7e Next: Developing a Marketing Mix for Services Chapter Nine: Services Marketing Strategies

7. Developing a Marketing Mix for Services
Many of the mix strategies are the same as for physical goods. Some differences are:
Product
to add tangibility, a services brand should highlight the service benefit
must manage quality ‘service gaps’
Pricing
customers are often unaware of service provision costs
pricing is often based on inputs such as ‘hours spent’
changing prices in response to demand levels is common
Distribution
making the service ‘accessible’ is the key task
convenient location
short channel length
technology (Net) is critical
Promotion
adding tangibility is the main task
show the service encounter
avoid over-promising
build relationships
Rix Marketing: A Practical Approach 7e Next: Another way of Promoting to Add Tangibility Chapter Nine: Services Marketing Strategies Learn more on pages

8. Another way of promoting to add tangibility
Rix Marketing: A Practical Approach 7e Next: Additional Mix Elements for Services Chapter Nine: Services Marketing Strategies Learn more on pages

9. Additional Mix Elements for Services Physical evidence strategies
People strategies
identify boundary spanning roles
recruit ‘service-oriented’ people
empower front-line staff
reward and motivate
Physical evidence strategies
used to add tangibility
use visuals, aromas, sounds, textures
exterior/interior of premises
ads, brochures, uniforms
map servicescapes
Process strategies
manage service activities
identify ‘moments of truth’
construct service blueprints
Rix Marketing: A Practical Approach 7e Next: NFP Marketers Chapter Nine: Services Marketing Strategies Learn more on pages

10. The Not-for-Profit Market
Consists of charities, religions, causes, schools and colleges, sporting teams, clubs, governments
Many are quite recent converts to the ideas behind marketing
NFP marketers need strategies for three target markets
government funding providers
corporate funding providers
individual donors/volunteers
Rix Marketing: A Practical Approach 7e Next: NFP advertisement Chapter Nine: Services Marketing Strategies Learn more on pages

11. NFP marketers have to appeal to several target markets
Rix Marketing: A Practical Approach 7e Next: Five Minute Quiz Chapter Nine: Services Marketing Strategies Learn more on pages

12. Five Minute Quiz Define services
List five ways of classifying services
List four characteristics of services that differentiate them from physical goods
List the three additional elements of the marketing mix (Ps) for services
List three target markets that NFP organisations need to appeal to
Rix Marketing: A Practical Approach 7e Chapter Nine: Services Marketing Strategies