1. Services Marketing

2. Strategies for Marketing Services
Strategies for dealing with intangibility
Strategies for dealing with inventory
Strategies for dealing with inconsistency
Strategies for dealing with inseparability

3. Strategies for Intangibility
Tangiblising the service offer
Visualisation
Association
Physical Representation
Documentation
People
Place

4. Strategies for Intangibility
Tangiblising through Positioning
Tangiblisation through Promotion
Taniblisation through Physical Evidence

5. Strategies for Inventory
Demand Management
Managing Marketing Mix and Demand
Communicating the Customers
Timing and Location of Service Delivery
Price Adjustments
Time Management
Staff Management
Facility & Equipment Management

6. Strategies for Inconsistency
Process Management
People Management
Use of Technology

7. Strategies for Inseparability
Build Membership Relationship
Personalise the Service
Provide Sensitivity training

8. Customer Retention
Customer Retention refers to focusing the firm’s marketing efforts toward the existing customer base.
In contrast of seeking new customers, firm engaged in customer retention efforts work to satisfy existing customers with the intent of developing long-term relationships between the firm and its current clientele

9. Importance of Customer Retention
Stagnation in the markets
Increase in Competition
Rising costs of Marketing
Changes in Channels of Distribution
Changing Customer

10. Benefits of Customer Retention
Profits derived from sales
Profits from reduced Operating Costs
Profits from Referrals

11. Customer Retention Tactics
Maintain Proper Perspective
Remember Customers between Calls
Build Trusting Relationships
Monitor the Service Delivery Process
Properly Install Equipment and Train Customers in using the service
Be there when you are needed the most
Provide discretionary effort

12. Emerging Customer Retention Programs
Frequency Marketing
Marketing technique that strives to make existing customers purchase more often from the same provider.
Relationship Marketing
Marketing technique based on developing long-term relationships with customers

13. Emerging Customer Retention Programs
Aftermarketing
Marketing techniques that emphasizes marketing after the initial sale has been made.
Service Guarantees

14. The Services Marketing Triangle
Company
(Management)
Internal Marketing
External Marketing
“enabling the
promise”
“setting the
promise”
Employees
Customers
Interactive Marketing
“delivering the promise”
Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler

15. The Services Marketing Triangle
External Marketing : "Setting the Promise" · Marketing to END-USERS. · Involves pricing strategy, promotional activities, and all communication with customers. · Performed to capture the attention of the market, and arouse interest in the service.

16. The Services Marketing Triangle
Internal Marketing : "Enabling the Promise" · Marketing to EMPLOYEES. · Involves training, motivational, and teamwork programs, and all communication with employees. · Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.

17. The Services Marketing Triangle
Interactive Marketing : (Moment of Truth, Service Encounter) · This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service. · This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.

18. Relationship Marketing
A long term strategy to build relationship with individual customers

19. Definition
Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions