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different ?
Goods Vs Services
Marketing of Services
Marketing of Services
Marketing of Services
Marketing of Services
Characteristics of Services
The Four
Is
Characteristics of Services -
Intangibility
Inseparability
Inconsistency
or Variability
Inventory
Perish ability
Marketing of Services
Four Is of Services
Intangibility
Inseparability
Inconsistancy
Inventory
perishability
8
Marketing of Services
Implications of Intangibility
No physical attributes
to demonstrate while
selling - Lack of
Tangible attributes:
which can be
1.
touched,
smelled,
seen,
tasted or
heard prior to
purchase.
Challenges
Physical environment in
which the service
production or
consumption process
takes place
Tangible evidence of
service performance
Solutions
Implications of Intangibility
2.
3.
1
0
Cannot be examined
by customer before
purchase
Risk of loss of
integrity -
advertised claims
cannot be verified
Challenges
deliver as promised
Communicate explicitly, no
implied meanings
Create strong corporate
image- BRAND
Stimulate word-of-mouth
communications.
Use personal sources of
information.
Provide tangible evidence
for assurance
Solutions
Four Is of Services
Intangibility
Inseparability
Inconsistancy
Inventory
perishability
1
1
Marketing of Services
Implications of Inseparability
1. Combined productivity
effect-
1
2
Best net-performance
with matching
contribution of
customer &
employees
Inefficiency of anyone
pulls other down.
Challenges
Automate service
processes.
Develop processes to
manage customers.
Select right customer
and train them for
participation
Emphasize right
selection and training
of employees
Solutions
Implications of Inseparability
Simultaneous
production and
consumption of
Services :
2.
1
3
No mass production
Challenges
Solutions
Four Is of Services
Intangibility
Inseparability
Inconsistancy
Inventory
perishability
1
4
Marketing of Services
Marketing of Services
At two different
times
Under different
situation
Implications of Inconsistency
Limited control on
quality of service
delivered.
Dependence on:
1.
1
6
Performance of
employee/s
Participation of
customer
Challenges
Increase standardization
of procedures
Customization within
tolerance for individual
customer
Solutions
Implications of Inconsistency
No sure knowledge
that the service
delivered matches
what was planned
and promoted
2.
3.
1
7
Challenges
employees :
What is to be expected &
Solutions
Four Is of Services
Intangibility
Inseparability
Inconsistancy
Inventory
perishability
1
8
Marketing of Services
1
9
1.
Difficult demandcapacity
synchronization:
Capacity loss
Loss of unfulfilled
Demand
Challenges
Manage demand
shifting
Manage capacity
flexing
Solutions
2
0
Challenges
Clarity in understanding
customer needs
Unambiguous
communication to
customer
Monitor customer
expectations &
satisfaction
Solutions
Marketing of Services