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Marketing In Serv

Sector & ShopsProduct Code: M112

www.globalmanagergroup.com

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What is services?A service is any act or performance

one party can offer to another thaessentially intangible and does not rin the ownership of anything. I

production may or may not be tied

physical product.

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Classifying services Characteristics of

Market Segment

Characteristics of OrganizationOffering Services

Characteristics of

the Service

Buyer Organization Channel level

Mission (profit Experience & c Benefit Delivery Syste Function

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TargetMarket

P r o d u

c tD

i s t r i b u t i o n

P r o m

o t i o

nP r i c e

Elements of a Marketing Strategy and ItsEnvironmental Framework

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Marketing strategies for services fir

Service strategy People processing

Possession processing

Information processing

Service is directed at customer (health clubhairstyling)

Directed at somethingcustomer owns (auto wash, dry cleaning))

Involves the use of

technology; could inveither of the above

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Determinants of Service Quality

TANGIBLES

EMPATHY

ASSURANCE

RESPONSIVENESS

RELIABILITY

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Determinants of Perceived Service Quality

Service Quality

ExpectedLevel of Service

PerceivedService Received

Word-of-mouthPromotion

Personal Need

Past

Determinants of Service Quality

TangiblesAccess

ReliabilityCommunicationsResponsiveness

CompetenceAssuranceCourtesyEmpathy

Credibility

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Average no. Of sales calls per sales person per day Average sales call time per contact

Average revenue per sales call Average cost per sales call Entertainment cost per sales call percent of orders per hundred sales calls

number of new customer s per period. number of lost customers per period Sales force cost as a percentage of total sales.

Key Performance Indicators

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Reducescost of-

poor quality

IncreaseCross-self

success

Createsgoodwill/enhancesreputation

Increases

margins /reduces price

elasticity

Lowersemployeeturnover

unpe

(M

Racu

reten

Increasescompetitors

marketing costsLowest costof marketing

Increshare

custompurch

Why is Customer SatisfactionReceiving So Much Attention?

Customer Satisfaction

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3. Advertising and communication

It covers what and how integrated marketing and communication, stpeps for designing anddeveloping marketing channels audit definitions, Types of audits, audit questions, Audit process,details for process audit, Audit checklist etc. It also covers details of auditors conduct, auditeesconduct.

4. Marketing management in service sectors

It covers nature of services, demands and supply side strategy, about gap, marketing strategy for service firm, and conceptual model for service sectors

5. Pricing strategy

It covers how to set the price, determine demands, analysis and selection of pricing methods and

how designing the pricing strategies.6. Managing the sales force

It covers types of sales representatives, designing sales forces steps, how to recruit and select andmanage sales force, personnel selling and tips for the relationship marketing

7. Managing the total marketing efforts

It covers how to make marketing relations with other departments, how to make marketing plansand reports, strategic controls, sales vacancy analysis, audits, and marketing, annual plancontrols, tips for relationship marketing

8. Customer satisfaction

It covers the internal and external customers , customer values, how to maximize the customer satis faction, valuable customer data, characteristics of company to the customer driven, customer care and some examples

Part : B Literature:- This topic covers write up for the ready reference to the trainer for understanding and reading.

It is given in word. You may also use it for further reading and circulations within audience.

Chapter No. SECTION

1. Introduction

2. Competition

3. Advertising and managing communication

4. Designing and managing services

5. Pricing

6. Personal selling

7. Managing total marketing effort

8. Customer satisfaction

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2.1 Hardware and Software Requirements

A. Hardware: -

Our document kit can be better performed with the help of P3 and above computerswith a minimum 10 GB hard disk space.

For better visual impact of the power point documentation you may keep the setting of colour image at high colour.

B. Software used in Documentation kit

Documents written in word 98 and window 2000 programs. You are therefore requiredto have office 2000 or above with word 98 or above and power point

2.2 Features of Training kit: -

Contains all necessary documents as listed above and comply with the requirements of

latest management concepts and more than 1000 man days (9000 hours) Written in Plain English

It will save much time in typing and preparation of training material and slides alone.

User-friendly and easy to learn.

Developed under the guidance of experienced experts having experience of more than200 companies latest management system implementation globally.

Provides model of a Management system that is simple and free to establish themanagement concept in the laboratory.

Chapter-2.0 USER FUNCTION

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1. By using these documents, you can save a lot of your precious time while preparingthe management training areas presentation.

2. Take care for all the section and sub sections in implementation of latestmanagement concepts and helps you in establishing better system.

3. The user can modify the presentations as per their industry need and create own

management training presentation for their organization4. Ready made templates and sample documents are available which can reduce your

time in document preparation

5. Save much time and cost in conducting training programs

6. You will get better control in your system due to our proven training presentationmaterial.

Chapter-3.0 BENEFITS OF USING OUR TRAINING KIT