ch11_elliott_4e.pptx

Service product classification consumer services are

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Service product classification Consumer services, are those services purchased by individual consumers or households for their own private consumption. Business to business services are those services purchased by individuals and organisations for use in the production of other products or for use in their daily business operations. Business to business services are also ofen known as ‘professional services’.
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11.2 The services marketing mix Unique characteristics of services Intangibility The characteristic of services that most fundamentally distinguishes them from goods is their intangibility. Inseparability For most services, it is impossible to separate the production of the service and the consumption of the service.
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The services marketing mix Heterogeneity The inevitable variations in the service provided give services the characteristic of heterogeneity. Perishability Perishability refers to the inability to store services for use at a later date — they are ‘time bound’. The challenge that perishability presents to marketers is to balance supply and demand over time in such a way as to maximise profitability.
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The extended services marketing mix There are additional elements that need to be carefully managed when marketing services: people processes physical evidence. Combined with the traditional ‘4 Ps’ of the marketing mix, they make up the ‘7 Ps’ marketing framework, also known as the extended services marketing mix.
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People The people in the extended services marketing mix are those coming into contact with customers who
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  • Fall '19
  • Marketing, Customer relationship management, ‘professional services

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