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Services Marketing
3rd Year Marketing
15
Marketing
Undergraduate 3
10/16/2018

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Term
Services
Definition
Economic activities offered by one party to another. Most commonly employ time-based performances to bring about desired results.
Term
Four Broad Categories of Services
Definition
People Processing
Possession Processing
Mental Stimulus Processing
Information Processing
Term
People Processing
Definition
Services directed at people's bodies:
- Hairstylist
- Passenger Transportation
- Healthcare
Term
Possession Processing
Definition
Services directed at physical possessions:
- Freight Transportation
- Laundry and Dry Cleaning
- Repair and Maintenance
Term
Mental Stimulus Processing
Definition
Services directed at people's minds:
- Education
- Advertising PR
- Psychotherapy
Term
Information Processing
Definition
Services directed at intangible assets:
- Accounting
- Banking
- Legal Services
Term
How do marketing management tasks in the service sector differ from the manufacturing sector?
Definition
- Most service products cannot be inventoried

- Services are often difficult to visualize or understand

- Customers may be involved in co-production
Term
What are the 7 P's of Services Marketing
Definition
- Product
- Price
- Promotion
- Placement
- Process
- Physical Environment
- People
Term
Product Elements (7 P's)
Definition
Creating a service concept that offers value. Consists of core and supplementary needs.

Core products meet primary needs.
Supplementary elements are value-added enhancements.
Term
Placement and Time (7 P's)
Definition
Service distribution can take place through physical and non-physical channels. Some firms can use electronic channels to deliver some of their service elements.
Term
Price (7 P's)
Definition
From the customer's perspective, pricing generates income and creates profits. Marketers must recognize that customer costs involve more than price paid to seller.
Term
Process (7 P's)
Definition
How a firm does things may be as important as what it does. Customers often actively involved in processes.
Term
Physical Environment (7 P's)
Definition
Manage physical cues carefully - can have profound impact on customer impressions.
Term
People
Definition
Interactions between customers and contact personnel strongly influence customer perceptions of service quality.
Term
Desired Service vs Adequate Services
Definition
Desired - The wished for level of service quality that can and should be delivered.

Adequate - Minimum acceptable level of service.
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