Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services , and includes marketing of services such as telecommunications services , financial services , all types of hospitality, tourism leisure and entertainment services , car rental services , health care services and
Definition of Service Marketing : Service marketing is marketing based on relationship and value. It may be used to market a service or a product. Marketing services is different from marketing goods because of the unique characteristics of services namely, intangibility, heterogeneity, perishability and inseparability.
Example when a person goes to a dentist he use the services of the dentist and returns with a relief. In the process he does not get any physical commodity but still he has consumed a service . Core goods providers provide a significant service component as part of their businesses.
Features of Services – 4 Main Characteristics: Intangibility , Inseparability , Variability and Perishability . Services are unique and four characteristics separate them from goods, namely intangibility , variability , inseparability , and perishability .
4 Types Of Marketing Plans And Strategies Market Penetration Strategy . Market Development Strategy . Product Development Strategy . Diversification Strategy .
They are Product, Price, Place, Promotion , People, Processes and Physical evidence.
The lines between the points show the different types of marketing that must occur: » External Marketing : occurs between the company and its customers. » Internal Marketing : occurs between the company and its employees. » Interactive Marketing : occurs between the employees and the customers.
A service marketer can use any of the traditional channels of distribution for distributing services to the consumers. 4. Promotion: Promotion is equally important to enhance the sales of the services as it is in the case of tangible goods.
Stated simply, Services Marketing refers to the marketing of services as against tangible products. Marketing of services is a relatively new phenomenon in the domain of marketing , having gained in importance as a discipline only towards the end of the 20th century.
Intangibility: The difference between a product and a service are often times challenging for some to understand the difference. Products can be touched, held and smelled in some cases. Services are the opposite; you can’t touch or see a service .
While product marketing allows consumers to separate products from their providers, services marketing makes it impossible to separate the service from the person providing it: it’s virtually impossible to separate the service the waiter provides from the waiter himself.
A more general classification of services based on the type of function that is provided through them can be as follows: Business services . Communication services . Construction and related engineering services . Distribution services . Educational services . Environmental services . Financial services .
Characteristics of Services Lack of ownership. Intangibility . Inseparability . Variability . Perishability . User participation .
Core Services : A service that is the primary purpose of the transaction. Eg: a haircut or the services of lawyer or teacher. Supplementary Services : Services that are rendered as a corollary to the sale of a tangible product. Eg: Home delivery options offered by restaurants above a minimum bill value.
The service marketing mix is a combination of the different elements of services marketing that companies use to communicate their organizational and brand message to customers. The mix consists of the seven P’s i.e. Product, Pricing, Place, Promotion, People, Process and Physical Evidence.