1. Services & Social Mktg M Sahni

2. Goods Goods - things you can touch - “tangible” Services Services - things you can’t touch - but you can see their effect “intangible” “… services are not physical, they are intangible…”

3. 1. Intangibility - “u can’t touch this” 2. Production (or performing the service) and Consumption (using the service) - happens at the same time 3. Heterogeneity - services are not always delivered the same way 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts Characteristics of Services

4. 1. Intangibility - “u can’t touch this” Services cannot be stored Services cannot be protected through patents - therefore a really great travel package and service can be copied a really great physical object can be patented, and NOT allowed to be copied Characteristics of Services

5. 1. Intangibility - “u can’t touch this” Hard to explain and display Services if you can’t see them Prices are difficult to set - depends on customers expectations Characteristics of Services

6. 1. Intangibility - “u can’t touch this” Marketing Strategies stress tangible cues, eg. Smiling face use personal information, sources, references use word-of-mouth contact customers after they buy to stimulate continued enthusiasm and hope they “talk it up” Characteristics of Services

7. 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services Many people involved in delivering a service mass production of services is hard to do

8. 2. Inseparability of Production (or performing the service) and Consumption (using the service) - happens at the same time Characteristics of Services Marketing Strategies Emphasize how much you train your people - so their ability to give you good service will be high Have many locations so customers can get to you ie. Insurance sales come to your home

9. 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A machine can make ice cream cones a standard size 100% of the time A person filling an ice cream cone with a scoop cannot do it the same amount each time, unless you use a machine to dispense the ice cream Characteristics of Services

10. 3. Heterogeneity - services are not always delivered the same way It is very difficult to standardize services eg. A Taxi driver cannot drive you to the office in exactly the same time each day because the traffic patterns change eg. A travel agent can sell you a vacation package - but cannot guarantee you will like the trip exactly the same way another tourist did. Characteristics of Services

11. 4. Perishability - cannot be put in inventory or stored for later use ie. You can’t buy 2 haircuts Demand fluctuates and changes, sometimes depending on the season, or weather eg. Taxi in the rain, vacation in summer Characteristics of Services

12. What is Social Marketing ?  A process to develop implement and evaluate and control behaviour change programs.  Kotler defines it as: –The adaptation of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the behaviour of target audiences in order to improve their physical and mental well- being and or that of the society of which they are a part

13. Understand the context of Social Marketing  The social context provides opportunities and cues for behavior change and reinforcement  Social marketing aims to create a social context that reinforces positive behavior and discourages negative behavior  Legal penalties and financial incentives can be built into the social context.  But the key to behavior change is social perception of what is normal and acceptable.

14. The 6 P’s of social marketing Price Place Promotion Product Politics Publics The 6 P’s of Social Marketing

15. Social marketing stages  Is most effective when it is implemented as a systematic continuous process driven at every stage by decision based research.  There are six stages: 1.Planning and strategy 2.Selecting channels and materials 3.Developing materials and pre-testing 4.Implementation 5.Assessing Effectiveness 6.Feedback to refine program