Services Marketing : Fernanda Andrade
Jia Xin Jin. Direct marketing and Relational marketing
Services marketing is an act or performance offered by an organization to
someone, is relational with senses. There are different types of services
sector like public, private services or Nonprofit organization Organizations
Services.
•“Services make the difference” like you go to restaurant or a store
and this make the difference between the companies
The objective of the services is to make a set od actions,benefits or
tangible/intangible efforts that benefit the people, their rights,…
To make a good serveces we have to know some aspects of the customers
like its formal or informal, how many times they go to the store,…
In some places they hve internal services, inside the companies
There are differents factors that affect the services:
1. Economic Factors: business, scale economies
2. Increased difficulty in managment: you have to work about the
relationship between the customers
We can see differents classifications on traditional services like Health
services, Financial Services, Proffesional Services, Hotel Services and
Sport, Art services, education,… In a different way we can separated like in
the activity sector, function, consumer behavior
There are two clases of services:
•Services that are the main purpose of transaction
•Services that supplement the sale of a tangible good
In services there are some problems, like people that not can see the non
verbal language, and its one of the most important thing because we can
know the customer without talk to them.
The strategic of the services sometimes is too complicated because involve
a lot of factors like the cleaning, the product, the store location, the way of
you speak, the clothes,… to make a good impresion
To improve the services of the Company we have to make more tangibles.
SERVICES MARKETING MIX
We can differentiate in 7 P´s : product, place, price, promotion, people,
process and physical evidence. Everyone is important to every Company
for example physical evidence to make a goof first imperssion
In a different way we have some suplementary clases of services to add like
the hospitability, the billing,…
Four R´s: retention, referrals, relationships and recovery. This four points is
very important to make a customer loyal to the Brand or company
