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Marketing
and environmental stimuli enter the buyer's consciousness. The Buyer's
characteristics and decision process lead to certain purchase decisions.
Major factors
influencing buying behaviour
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
Cultural Factors
* Culture
* Subculture
* Social Class
Social Factors
* Reference Groups
* Family
* Roles and Statuses
Personal Factors
* Age and stag in the life style
* Occupation and Economic circumstances
* Life Style
* Personality and Self Concept
Psychological Factors
* Motivation (Maslow Hierarchy)
* Perception
* Learning
BUILDING CUSTOMER SATISFACTION
* Consumer
satisfaction is the fulfillment of a need or want.
*
Satisfaction depends on the consumer's state of mind.
* Satisfied customers lead to word of mouth publicity.
* Positive feedback from the existing customers can be very
rewarding.
MARKETING
OF SERVICES
*
Activities, benefits, or satisfactions which are offered for sale or
provided in connection with the sale of goods
* Services
represent either intangibles yielding satisfactions directly
(transportation, housing) or intangibles yielding satisfaction jointly
when purchased either with commodities or either services (credit,
delivery)
CHARACTERISTICS OF SERVICES
1. Intangibility
2. Inseparability
3. Perishabiltiy
4. Heterogeneity
5. Customer participation
6. Ownership
THE SERVICE MARKETING MIX
PRODUCT
* A service Product refers to an activity or activities that a
marketer offers to perform, which results in satisfaction of a need or
want of a predetermined target customer.
* Service is the offering of a firm in the form of activities that satisfy
needs such as hair styling done by a hair-dresser.
* Four levels of product
a. General product'
b. The expected product
c. The augmented product
d. The potential product
PRICE
Services have intangible nature. Due to this nature the
marketer faces a greater difficulty in fixing his price in service
marketing.
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Service
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Price
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Service
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Price
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Education
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FEE
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Transportation
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FARE
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Legal
Service
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FEE
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Employee
services
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Salary
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Health
Care
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FEE
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Road
Use
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TOLL
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Property
use
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RENT
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Financial
Services
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INTEREST/
COMMISSION
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Adverting
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COMMISSION
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FACTORS
INFLUENCE THE PRICE
*
Structure of the market
* Type of the organization
* Price charged by competitors.
* The life-cycle stage of the service
* Organizational objective and Regulations of government
PROMOTION
Promotion – Communicate information about services to
the target audience there by facilitating the exchange process. There are
four elements of promotional mix: -
* Advertising
* Personal selling
* Sales promotion
* Publicity / Public Relations
PLACE
A distribution element of service marketing mix, is
concerned with two main issues: - Accessibility and availability. A key
decision with regard to distribution is location. There are several key
factors to be considered in decisions about service location.
* Service inseparability
* Perishability
* The role of consumer as co-producer of the service.
* Customer's needs and wants
* Target market.
PEOPLE
* People constitute an important dimension in the management of
services and as customers.
* The initial marketing is that the employees are the first internal
market for the organization.
* The staffs are the most important asset within the organization.
PHYSICAL EVIDENCE
* A service is performed rather than handled over.
* Service must be satisfied to the customers.
* Physical evidence provides customers with a means of evaluating the
service and includes facilitating goods, comfort.
PROCESS
* Just – in – time
* Attention in the services sector
* Specific characteristics in services.
a. Customer participation in the process
b. Location of service delivery
c. The service itself
d. Degree of standardization
e. Complexity of the service.
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