Service marketing3
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The document discusses service marketing and delivery through intermediaries and electronic channels. It will cover topics like the service marketing mix, developing intangible products, service distribution strategies, and common issues and effective strategies for delivering services through intermediaries. Specific intermediaries that will be examined include franchises, agents/brokers, and electronic channels. The benefits and challenges of each will be outlined.
Service marketing3
- 1. SERVICE MARKETING Recommended Book:- Zeithaml, Bitner & Gremlar
- 2. PGDM (IIM Raipur) Bakhresa FMCG (South Africa) Relationship Manager (HDFC Bank) MD- Shyam Hospital Faculty(MBA)- GLA University, Mathura Swarit Yadav
- 3. Topics to be covered Service marketing mix Developing the service product/intangible product Service product planning Service pricing strategy Services promotions Services distributions
- 40. Service Distribution Direct or Company-Owned Channels Franchising Agents and Brokers Electronic Channels Common Issues Involving Intermediaries Strategies for Effective Service Delivery Through Intermediaries Delivering Service Through Intermediaries & Electronic Channels
- 41. Delivering Service Through Intermediaries Identify the primary channels through which services are delivered to end customers. Provide examples of each of the key service intermediaries. Discuss the benefits and challenges of each method of service delivery. Outline the strategies that are used to manage service delivery through intermediaries.
- 42. Service Provider Participants service principal (originator) creates the service concept (like a manufacturer) service deliverer (intermediary) entity that interacts with the customer in the execution of the service (like a distributor/wholesaler)
- 43. Services Intermediaries Franchisees service outlets licensed by a principal to deliver a unique service concept it has created e.g., Jiffy Lube, Blockbuster, McDonald’s Agents and Brokers representatives who distribute and sell the services of one or more service suppliers e.g., travel agents, independent insurance agents Electronic Channels all forms of service provision through electronic means e.g., ATMs, university video courses, TaxCut software
- 44. Benefits and Challenges for Franchisers of Service
- 45. Benefits and Challenges for Franchisees of Service
- 46. Benefits and Challenges in Distributing Services through Agents and Brokers
- 47. Benefits and Challenges in Electronic Distribution of Services
- 48. Common Issues Involving Intermediaries conflict over objectives and performance difficulty controlling quality and consistency across outlets tension between empowerment and control channel ambiguity
- 49. Strategies for Effective Service Delivery Through Intermediaries Control Strategies: Measurement Review Partnering Strategies: Alignment of goals Consultation and cooperation Empowerment Strategies: Help the intermediary develop customer- oriented service processes Provide needed support systems Develop intermediaries to deliver service quality Change to a cooperative management structure
- 50. H&R Block: Providing Multiple Service Channel Options