Download Marketing 06

• Services Marketing
– is a sub field of marketing, which can be split
into the two main areas of goods marketing
(which includes the marketing of fast moving
consumer goods (FMCG) and durables) and
services marketing. Services marketing typically
refers to both business to consumer (B2C) and
business to business (B2B) services.
Nature & Characteristics of a Service
– Company must consider four special characteristics when
designing marketing programs intangibility, inseparability,
variability, and perishability.
SERVICES
Intangibility – Services cannot be seen, tasted, felt, heard or
smelled before purchase.
Inseparability – Services cannot be separated from their
providers.
Variability – Quality of services depends on who provides
them, when, where, & how.
Perishability – Services cannot be stored for later sale or use.
 Service-Profit Chain
– Chain that links services firm profits with employee &
costumer satisfaction.
This chain consist of five links:
Internal service quality – Superior employee slection &
training, a quality work environment, & strong support for
those dealing with costumer.
Satisfied & productive service employees – More satisfied,
loyal & hardworking employees.
Greater service value – More effective & efficient costumer
value.
Satisfied & loyal costumers – Satisfied costumers who
remain loyal, repeat purchase, and refer other costumers.
Healthy service profits & growth – superior service firm
performance.