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CHARACTERISTICS OF SERVICES (SERVICES V/S GOODS) CLASSIFICATION OF SERVICES CATEGORIES OF SERVICES SIGNIFICANCE OF SERVICE MARKETING INTRODUCTION TO BANKING & INSURANCE AS SERVICES 7Ps OF SERVICES MARKETING MIX 7Ps WITH REFERENCE TO BANKING MARKETING MIX
INTRODUCTION TO
According to American Marketing Association, Services are the activities, benefits or satisfactions which are offered for sale or are provided in connection with the sale of goods.
SERVICES
INTANGIBILITY
Intangible
GOODS
Tangible
NATURE
Series Of Services Particular Thing
HETEROGENEITY
Heterogeneous Homogeneous
OWNERSHIP
Not Transferable
INSEPARABILITY
Inseparable
Transferable
Separable
PERISHABILITY
Highly Perishable Low Perishable
PRICING
Labour Based FOCUS Consumer Expectations Consumer Needs Material Based
THINGS
INTANGIBLE
ACTION
2) TYPE OF RELATIONSHIP THAT THE SERVICE ORGANIZATION HAS WITH ITS CUSTOMERS
MEMBERSHIP RELATIONSHIP
NO FORMAL RELATIONSHIP
HIGH
LOW
Professional Services Survey Taxi Services Beauticians Plumber Telephone Service Hotel Service Retail Banking Family Restaurant
Electricity Natural Gas Telephone Policy & Fire Emergencies Passengers Transportation Hotels & Motels Restaurants Theatres
Services similar to
those above but with insufficient capacity for their base level of business
Theatre Barbershop
Credit Card
Pure
Tangible
Hybrid
Pure Intangible
Goods
Accompanying
Services
Accompanying Services
Minor Goods
Financing-Car,
Warranty-Fan, Gift Packaging, Service Contract-Computers
Television,
Lipstick, Oven, Car
Pizza-Food Service,
Hotel Room-Lodging, Bus-Transportation, Equipment-Leasing
Banking,
Legal Services, Image Consulting, Insurance
1. CREATION & EXPANSION OF JOB OPPORTUNITIES :2. AN OPTIMUM UTILIZATION OF RESOURCES :3. PAVING AVENUES FOR FORMATION OF CAPITAL :4. INCREASING STANDARD OF LIVING :5. LEAST POSSIBLE DEPENDENCE ON TECHNOLOGY :-
FEATURES
1. INTANGIBILITY
2. INSEPARABILITY
3. VARIABILITY 4. PERISHABILITY
SECURITY
CREDIT SERVICES
24 * 7 BANKING ANY WHERE BANKING CUSTOMER RELATIONSHIP MANAGEMENT
FEATURES
1. INTANGIBILITY
2. HETEROGENEITY
3. INSEPARABILITY 4. CHANGING DEMAND
NEXT DAY
ADDRESS HOTEL WHITE HOUSE, MULUND (WEST) 400081
WELCOME
PAY COUNTER
PRODUCT
PROMOTION
PRICE
PROCESS
PHYSICAL EVIDENCE
IT INCLUDES :
- PHYSICAL OBJECTS (TV) - SERVICE (BANKING) - PERSON (POLITICAL PERSON) - PLACE (HOLIDAY RESORT)
LEVELS OF PRODUCT
CORE BENEFIT LEVEL EXPECTED LEVEL AUGMENTED LEVEL POTENTIAL LEVEL
PRODUCT LINE
DEPOSITS
Time,
Traveller
Demand.
Pre-shipment &
Post-shipment Finance, Bill discounting,
Project
Counselling, Investment Counselling.
Non-fund
oriented Guarantees, Letter of credit.
Trusteeship,
Standing Instructions.
Star Power Salary A/C Star Diamond Saving A/C Star Flexi Recurring A/C Double Benefit Deposit NRI Deposit Scheme NRI Yield Enhancing Scheme
Agricultural Finance
LIC
POLICIES SPECIAL POLICIES
GIC
POLICIES FIRE INSURANCE
ANNUITIES
UNDERWRITING CREDIT SCHEMES GROUP INSURANCE CONSULTANCY
MARINE INSURANCE
CONSULTANCY INVESTMENTS SPECIAL SERVICES MISCELLANEOUS SERVICES
LEVELS OF PRODUCT
CORE BENEFIT LEVEL EXPECTED LEVEL AUGMENTED LEVEL POTENTIAL LEVEL
OBJECTIVES OF PRICING
SURVIVAL GROWTH
MAXIMIZE PROFIT
MAXIMIZE MARKET SHARE
INTEREST PAID
INTEREST CHARGED
COMMISSION PAID
The Rate Of Interest Is Regulate By RBI & Other Charges Are Controlled By The INDIAN BANKING ASSOCIATION
PREMIUM CHARGED
INTEREST CHARGED
COMMISSION CHARGED
EXPECTED SURPLUS
EXPENSES
Decision of place mainly deals with Selection of suitable Location for the Branch
RBI Regulations
FEATURES
- Convenient
- Transportation, Communication , Electricity facilities
Recipe Name
The FORMULATION OF 1) Product Ingredient and Spices : MARKETING MIX Is Just Like The Combination Of Ingredients, Spices In The 2) Pricing Cooking Process
3) Promotion 4) Place 5) People
6) Process
7) Physical Evidence