introduction to services

Introduction to Services

- What are services

- why services marketing

- Service and technology

- Characteristics of services compared to goods

- Service marketing mix

- Staying focused on the customer

Examples of services:

1. Health care --> hospital, medical practice

2. Professional Services --> accounting, legal, architectural

3. Financial Service --> banking, investment

4. Hospitality --> restaurant, hotel, resort

5. Travel --> airline, travel agency

6. Others --> health club, hair styling, interior design

tangiability spectrum:

tangible _________________________________________________ intangible

dominant dominant

What is service?

- technical after-sale function that is provided by service department. (old service)

- every interaction between any customer and any person in the company.

Goods:

- tangible

- standardized

- production separate from consumption

- non perishable ( dried fruit)

Services:

- intangible

. heterogeneous

- simultaneous production and consumption

- perishable

Search, experienca, and credence qualities

7 P´s:

1. producto

2. price.

3 place

4. promotion

5. peoople

6. physical evidence

7. process