UNIT 1
Q-1.
What do you mean by service marketing? Differentiate between goods marketing
and service marketing.
Ans. SERVICE:-“ A service is an act, activity or performance offered
by one party to another.”
“Service are economic activity that create value and
provide benefits for consumer specific time.”
Definition
Service Marketing:- “The
promotion of economic activities offered by a business to its clients. Service
marketing might include the process of selling telecommunication, health,
treatment, financial, hospitality, car rental, air travel and professional
service.”
Service marketing is a sub-field of marketing which
can be split into the two main areas of goods marketing (Which include the
marketing of FMCG and durables.) And service marketing (Service marketing
typically refers to both business to business B2B service.) And include
marketing of service such as telecommunication service, financial service all
types of hospitality service, car rental service, air travel, health care
service and professional services.
There are different aspect involve in the
differentiate of goods marketing and service marketing those are follow as-
1-Standardization
or customization:- customer
like many of their products to be standardized but they want most of their
service to be customized. This is also because a products can be pre inspected
where as a service can not be. A service need to be experienced and when a
customer is being serviced it is natural for him to want it customized based on
his feedback.
2-Quality
delivery:- The quality
expected from a product is mostly embedded in the product it self at the time
of its manufacture and depend in turn on the quality of the material used and
the setting of the machines. Customization and variation is appreciated in
service and this depend a lot on the experience, skills and motivation of the
service giver on the spot.
3-Tangibility:-
The product are
tangible and can be inspected sample before buying. Service on the other hand is
experiential and sometimes based on a belief.
4-Scalability:-
The product
business is scaled up by expanding the manufacturing capacity, distribution and
sales reach and access to more customers. On the other hand the service
business is not easy to scale up it needs a supply of trained service providers
and this involving either poaching people from the competitors or increased
activity of recruitment, induction, training and motivation. Attrition of
trained manpower is a danger to service business.
5-
Ownership:- A product (
flat, car, machine.) Can be owned and can go into your balance sheet as an
assets and is re-saleable and you can accumulate it to build your wealth. A
service ( degree, surgery, haircut) cannot be owned as is always shown as an
expense. It is not re-saleable and cannot be transferred to some one else.
Q-2.
How will you classify the service ? Explain the various type of service with
suitable example.
Ans.
Classification
of service can be done on the basis of two points. These two points or factors
are further sub divided into two further variables. All in all service
classification considers four types of people or objects.
1-Classification
of service based on tangible action:-
Tangible Action
A- Service for people
B- Service for goods
●Health care
●
Transportation
● Restaurant ● Repair & Maintenance
● Saloon
●
Dry Cleaning
Wherever people or products are involve directly the
service classification can be done based on tangible tangibility.
A-Service
for people:- like health
care, restaurants and saloon where the service is delivered people to people.
B-Service
for goods:- like
transportation repair and maintenance and others. Where service are given by
people for objects or goods.
2-Classification
of service based on intangibility:-
Intangible Action
A-Service
directed at people’s mind.
B-Service directed at intangible
action
●Education
●
Banking
● Theatres
●
Legal service
● Information service ● Insurance
There are objects in this word which cannot be
tangible quantified. For example- The
no of algorithms it takes to execute your banking order correctly or the value
of your life which is forecasted by insurance agents. These service are
classified on the basis of intangibility.
A-Service
directed at people’s mind:- Service
sold through influencing the creativity of humans are classified on the basis
of intangibility.
B-Service
directed at intangible assets:- Banking, Legal service and insurance service are some of the services
most difficult to price and quality.
A more general classification of service based on the
type of function that is provided through them can as follows:-
-Business service.
-Communication service.
-Construction and related engineering service.
-Distribution service.
-Educational service.
-Environmental service.
-Financial service.
Types
of Service
There are many types of service that are offered in
the community by different organizations either by companies, provide agencies
or by the government sector. Some of these service are:- education,
communication, transportation, trade, healthcare, real state, food service,
utilities, legal service, beauty care, household service, professional and
medical care.
1-Education:-
Education is
among of the basis needs of society, the reason why there are lots and growing
no of schools that offer educational service in pre-school, in elementary, in
secondary and in colleges levels. They all serve the need of our community in
the field of education.
2-Communication:-
Communication
service are very much evident in our community today. These service includes
the use of telephones, cell phones, computer and the internet, fax machine,
telegriens post office, news papers, radio, magazines, television and other
communication media.
3-Transportation:-
Transportation
is among the basic needs of the people in the community these service includes
the transportation by the land, by the air, and by the sea. Transportation by
the land includes the service of public utility vehicles, taxi’s and buses. And
by sea includes the service ship’s terries and several others. By air includes
the service several airlines.
4-Healthcare:-
Healthcare and
medical are service which is concern for the publics health. These are the
service that are offered by the hospitals the clinic, nursing home, maternity
home, health insurance companies and the like.
5-Real
state:- Real state
involve the service that are related to the sale of property such as lots,
houses, and many else. Today these service are very much evident especially in
the expanding cities and towns.
Q-3.
Discuss various characteristics of service ? Explain the different strategies
used by the marketer for service marketing, keeping in mind various characteristics
of service.
Ans.
Some of the
important characteristics of service are as follows:-
1-Perishability.
2-Fluctuation demand.
3-Intangibility.
4-Inseparability.
5-Hetrogeneity.
6-Pricing of service.
7-Service quality is not statistically measurable.
1-Perishability:-
Service is highly
perishable and time element has great significance in service marketing.
Service if not used in time is cost forever. Service cannot stored.
2-Fluctuation
demand:- Service demand
has high degree of fluctuations. The change in demand can be seasonal by weeks,
days or even hours. Most of the service have peak demand in peak hours, normal
demand and low demand on off-period time.
3-Intangibility:-
Unlike product,
service cannot be touched or sensed, tested or felt before they are availed. A
service is an abstract phenomenon.
4-Inseparability:-
personal service
cannot be separated from the individual and some personalised service are
created and consumed simultaneously. For
example:- Hair cut is not possible without the presence of an individual. A
doctor can only treat when his patient is present.
5-Hetrogeneity:-The features of service by a provider cannot be
uniform or standardised. A doctor can charge much higher fee to a rich client
and take much low from a poor patient.
6-Pricing
of service:- Pricing
decision about service are influenced by perishability fluctuation in demand
and inseparability. Quality of a service cannot be carefully standardised.
Pricing of service is depended on demand and competition where variable pricing
may be used.
7-Service
quality is not statistically measurable:- It is define in form of reliability, responsiveness,
empathy and assurance all of which are in control of employee’s direction
interacting with customers. For service, customers satisfaction and delight are very important.
Employee’s directly interacting with customers are to be very special and
important.
Strategies
of Service Marketing
The classic four p’s marketing approach work well for
physical goods, but service companies need to pay attention toadditionalelements.
Marketing gurus boon and bitner identify three additional p’s for service
marketing.
1-People:-
It the service
you offer is provided by people, then the selection, training, and motivating
of your customer satisfaction. Employee’s should be competent, caring,
responsive and have problem solving abilities. See our articles managing people
well for tips in this area.
2-Process:-
You can choose among
different ways or processes. For four service company for deliver your service.
For example:- restaurants have
developed different formats such as cafeteria- style, fast-food, buffet, and candlelight
service.
3-Physical
evidence:- As a
service company you need to demonstrate your service quality through physical
evidence and presentation. For example-
Hotels develop a look a visible style of dealing with customers that projects
the desired image and value, such as cleanliness or speed.
Q-4.what are the various reasons responsible for the
growth of services sector in India?
Ans. :- There are several
factor responsible for growth of services in India as follow as :-
1- Economic affluence
2-Cultural changes
4-Social changes
1.Economic affluence:- One of the key factors for the growth
of demand for service is the economic affluence. According to the NCAER study
the size of the middle income consumer is raising fast and the percentage of
the very poor households declining .the rural households in the upper income
category is growing at a much faster pace than the urban households in the
corresponding categories. The economic liberalization process has had a
positive impact on the Indian households. Their income as well as their
expenditure has been pushed ,creating a demand for may goods and services.
2.Cultural changes:-
Change
is the underlying philosophy of culture place of change in Indian culture is
not uniform. However, during the last century the factors of change are
prominent .the emergence of the nuclear family system in place of the
traditional joint family system create a demand for a host of services like education,
healthcare, entertainment, telecommunication, transport, tourism and so on.
3.Demographic changes :- The life expectancy has raised which
in turn, is producing an expanding retired population. This sector has created
a new demand for travel and leisure, as well as for healthcare, nursing and
life insurance. The need for infrastructural support services has increased due
to the development of new towns and regions.
4.Social changes :-The number of women's in work force
has increased, and this has led to traditional domestic functions being
performed outside the home . the raise in number of double income household has
created a greater demand for consumer services , including retailing, real
estate and personal financial services. With the growing income the standard of
life has improved. Smaller families with double income spend or on
entertainment , travel and hospitality services.
Comments
Post a Comment