UNIT - IV SERVICE DELIVERY, PRICING AND PROMOTION
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THIS UNIT MAINLY DEALS WITH THE VITAL ASPECTS OF SERVICE DELIVERY, PRICING AND PROMOTIONAL TOOLS, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE ,MARKET ARENA.
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UNIT - IV SERVICE DELIVERY, PRICING AND PROMOTION
- 1. UNIT – IV SERVICE DELIVERY, PRICING AND PROMOTION BY VARUN KESAVAN E – MAIL ID – varunkesavan@yahoo.com 1
- 2. INTORDUCTION POSITIONING MEANS PROJECTING THE IMAGE OF THE PROJECT OR SERVICE IN SUCH A WAY THAT ANYONE THAT CONSUMER PERCEIVES ITS VALUE DISTINCTIVELY FROM THAT OF COMPETITIVE OFFERS. 2
- 3. OBJECTIVES OF SERVICE POSOTIONING TO CREATE DISTINCTIVE PLACE OF A PRODUCT IN MINDS OF CUSTOMERS TPO PROVIDE A COMPETITIVE EDGE TO A PRODUCT PLACE AN INTANGIBLE SERVICE WITHIN A MORE TANGIBLE FRAME OF REFERENCE TO GIVE TARGET MKTS THE REASON OF BUYING THE SERVICES OF MKTERS TO ENABLE GUIDELINES TO DEVELOP MKTG MIX WITH EACH ELEMENT 3
- 4. STEPS IN DEVELOPING A POSITIONING STRATEGY IDENTIFY THE COMPETITORS DETERMINE HOW COMPETITORS ARE PERCEIVED DETERMINE COMPETITORS POSITION ANALYST THE CUSTOMERS SELECT THE POSITION MONITOR THE POSITION 4
- 5. WAYS OF POSITIONING SERVICES POSITIONING BY ATTRIBUTES, FEATURES OR CONSUMER BENEFITS POSITIONIG BY PRICE VALUE BY USE OF APPLICATION BY ACCORDING TO USERS WITH RESPECT TO PRODUCT CLASS BY AGAINST COMPETITION BY ENDORESEMENTS BY QUALITY DIMENSIONS 5
- 6. CONTINUED……… BY SERVICE EVEIDENCE BY AVAILABILITY BY COMAPRISONS 6
- 7. POSITIONING BY 5 DIMENSIONS OF SERVIE QUALITY TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY 7
- 8. CHALLENGES IN SERVICE POSITIONING RELATED ACTIVITIES LACK OF COHERENT DEFINITIONS DIFFERENTIATING CHARACTERSTICS OVERLAPS BETWEEN SERVICES AND GOODS GENERIC DIFFERENCES INTERPRETATION OF SERVICES EMOTIONAL APPEAL 8
- 9. DIFFERENTIATION STRATEGIES IN SERVICES IT IS THE MEANINGFUL PROCESS OF ADDING MEANINGFUL DIFFERENCES TO THE BRAND SO AS TO DISTINGUISH IT FROM COMPETITORS 9
- 10. SERVICE DELIVERY IT IS ALSO KNOWN AS SERVICEP LACE OR SERVICE DISTRIBUTION 10
- 11. FEATURES OF SERVICE DELIVERY INSEPERABILITY LACK OF STANDARDISATION IN SERVICES RECOVERY SERVICES 11
- 12. ELEMENTS OF SERVICE DELIVERY SYSTEMS THE MARKET THE SERVICE ENCOUNTER AND EXPERIENCE RETENTION 12
- 13. FACTORS IN DESIGNING SERVICE DELIVERY SYS FACILTY LOCATION SERVICESCAPE SERVICE PROCESS AND JOB DESIGN TECHNOLOGY AND INFORMATION SUPPORT SYSTEMS ORG STRUCTURE 13
- 14. SERVICE DELIVERY STRATEGIES MULTI – SITE STRATEGY MULTI – SERVICE STRATEGY MULTI – SEGMENT STRATEGY HYBRID STRATEGIES 14
- 15. SERVICE CHANNEL SERVICE PRINCIPAL SERVICE DELIVERER 15
- 16. ISSUES TO CONSIDERED FOR CHANNEL SELECTION ISSUES TO CONSIDERED FOR CHANNEL SELECTION MKT COVERAGE COSTS CONTROL FLEXIBILITY OVERALL ABILITY TO ADD VALUE 16
- 17. KEY CHANNEL DISTRIBUTORS AGENTS AND BROKERS FRANCHISING ELECTRONIC CHANNEL 17
- 18. MANAGING EFFECTIVE SERVICE DELIVERY ROLE OF EMPLOYEES IN EFFECTIVE SERVICE DELIVERY THEY ARE THE SERVICE THEY ARE THE ORG IN CUSTOMER EYES THEY ARE THE BRAND THEY ARE THE MKTERS 18
- 19. CUSTOMER ROLES IN SERVICE DELIVERY HIRE COMPETENT STAFF TAKE ADVANTAGE OF INNOVATION AND MODERN TECH AUTOMATED SALES PROCESS CUSTOMER IS ALWAYS RIGHT COMMUNITY INVOLVEMENT GET REFERRALS COMPANY EYEE RETENTION STRATEGY CHOOSE THE RIGHT CUSTOMER REWARD CUSTOMERS FOR THEIR CONTRIBUTIONS 19
- 20. INTERMEDIARIES ROLES INFORMATION FLOWS PROMOTION FLOWS 20
- 21. STRATEGIES FOR EFFECTIVE SERVICE DELIVERY THROUGH INTERMEDIARIES INTERMEDIARY CONTROL STRATEGIES EMPOWERMENT STRATEGIES PARTNERING STRATEGIES 21
- 22. CHALLENGES IN SERVICES DELIVERY INTANGIBILTY LIMITED OPTIONS QUALITY AVILABILITY LTD SCOPE FOR MKT EXPANSION 22
- 23. PRICING OF SERVICES OBJECTIVES PROFIT MAX SALES MAX SURVIVAL MKT SHARE MAX SERVICE QUALITY LEADERSHIP OPERATION OREINTED OBJECTIVES PATRONAGE ORIENTED OBJECTIVES 23
- 24. COMPONENTS OF SERVICE PRICING COST VALUE COMPETITION 24
- 25. FACTORS INVOLVED IN PRICING A SERVICE PRODUCT COST INVOLVED IN PROVIDING SERVICE COMPETITOR PRICING DEMAND LEVELS REGULATORY FACTORS INFLUENCES OF MKTG MIX 25
- 26. METHODS OF PRICING SERVICES COST BASED PRICING COMPETITOR BASED PRICING DEMAND ORIENTED PRICING VALUE BASED PRICING 26
- 27. PRICING STRATEGIES IN SERVICES PRICE DISCOUNTING ODD PRICING PENETRATION PRICING BUNDLED PRICING PRESTIGE PRICING MKT SEGMENT PRICING LOSS LEADERSHIP PRICING BID PRICING MONEY – BACK GURANTEE GAIN AND RISK PRICING 27
- 28. SERVICES MGMT TRIANGLE VARIANTS OF SERVICE MGMT TRIANGLE INTERNAL MKTG EXTERNAL MKTG INTERACTIVE MKTG 28
- 29. 4 C’S OF DELIVERING CUSTOMER SERVICE CONVENIENCE CONNECTDNESS CHOICE CREATIVITY 29
- 30. SERVICE MKTG COMMUNICATION THE THE WORD PROMOTION IS AN ATTEMPT TO SHIFT THE ATTENTION OF PEOPLE FROM ONE END SPECTRUM TO OTHER INTEREST PLACE.303030 30