Services Mktg Lect 6

7/29/2019 Services Mktg Lect 6.......

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SERVICES AND STRATEGICMARKETING

Mr. Yogesh Gurav


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Services Marketing MixPlanning & creating service

Continued on next slide .

YKG/ SM / 2011-12

Corporate objectives and resources

Market & Competitive Analysis

Marketing Asset Statement Customer portfolio

Market knowledge

Product Line

Positioning Strategy(ies)

Marketing Skills

Operating Assets Statement Physical facilities

Equipment

Human Resources

Financial resources

Alliances & partnerships

Information Technology

Resource Allocation analysis


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Key steps in service planning

Continued from earlier slide

YKG/ SM / 2011-12

Services Marketing Concepts

Benefits to customers

a) Core product

b) Supplementary services

c) Service Levels

d) Accessibility ( where and when)

User Costs

a) Monetary cost / Price

b) Time cost

c) Energy cost

d) mental effort

Service Operations Concepts

Nature of processes

Geographic scope of operations

a) area served

b) single site vs. multisite

c) facilities locationd) telecommunication linkage

Scheduling

a) hours/days/ seasons of service

b) continuous vs. intermittent

Facilities design & layout

Specific tasks assigned to frontstage and backstage operations.

Service delivery process


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Key steps in service planning:-

1. Defining corporate goals & objectives.

2. Matching the opportunities with the resources available.

* The marketing assets statement

includes details regarding the firms existing customers,

knowledge of the market, competitors & product.

* The operating assets statement

the marketing opportunities revealed by market and competition

analysis are matched against the operating assets like , facilitiesdesign and layout, equipment, Human Resources (numbers &

skills), information technology etc.

YKG/ SM / 2011-12


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Key steps in service planning:-

3. Creating a service marketing concept

* This is a step wherein the opportunity is converted in reality

which includes clarifying the benefits offered to customers & the

cost to be bourn by the customers.

* A parallel step is to establish service operations concept whichspecifies the nature of processes involved , how & when the

various types of operating assets should be deployed to perform

specific tasks.

4. Service delivery -

.

YKG/ SM / 2011-12


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The augmented product

The combination of core benefit & supplementary services is calledas the augmented product. Several frameworks can be used to

describe augmented product.

Lynn Shostack developed a molecular model which uses a chemical

analogy to help marketers visualize and manage the service product.

The molecular model helps in identifying the tangible and intangible

elements involved in service delivery.

Molecular model

YKG/ SM / 2011-12
http://localhost/var/www/apps/conversion/tmp/scratch_8/Molecular%20model.doc.dochttp://localhost/var/www/apps/conversion/tmp/scratch_8/Molecular%20model.doc.doc

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Services Mktg Lect 6