Service Marketing
SERVICE MARKETING
Description also available in video format (attached
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Introduction
·
A Service
is a act of performance that one person offers to another person and does
not results in the ownership of anything
·
Services are essentially intangible
·
Service may or may not be tied to a physical
product
Scope
& Characteristics of Services
·
Scope
o
For profit
o
Not for profit
o
Non profit
·
Characteristics
o
Intangibility
o
Perishability
o
Inseparability
o
Ownership
o
Quality measurement
Classification
of Services
·
On the basis of Tangibility
o
Services linked to tangible goods
(warranties)
o
Tangible goods linked to services (Theatres
offering 3d glasses along with movie)
·
On the basis of Orientation
o
Non profit organizations
o
Commercial organization
o
Trust organizations
·
On the basis of Skill & Expertise
o
Professional
o
Non Professional
·
On the basis of end user
o
Consumer services
o
Business to business services
o
Industrial services
STP
Analysis of Hospital Services
·
Segmentation
o
Geographical
§ Rural areas
§ Semi urban areas
§ Urban areas
o Specialty
§ Private clinics
§ Nursing homes
§ Specialty
§ Multispecialty hospitals
o
Class
§ Lower
§ Middle
§ Upper middle
§ Upper
o
Psychographic
§ Quality
§ Service
§ Economy
§ Speed
·
Targeting
o
Geographical
§ Semi urban areas
o
Specialty
§ Specialty hospital
o
Class
§ Upper middle
§ Upper
o
Psychographic
§ Quality
§ Service
§ Economy
·
Positioning
o
Quality healthcare experience with a
commitment to the exemplary physical, emotional and spiritual care
Service
Triangle, Delivery & Blueprint
·
Service Triangle
·
Service Delivery
· Service Blueprint
Video
Description
·
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