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How can we achieve excellence in services marketing ?

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Sameer Mathur
Sameer Mathur

Slides on Chapter 12, Question 3, of Marketing Management (Kotler Et. Al.) by Dhananjay Goel.

Marketing
1 of 15
Designing and managing services Based on the book, marketing management by Kotler et. Al.
How can we achieve excellence in services marketing ? • Offers wide range of securities trading options. • Go to destination for securities trading in india now!
Three types of marketing in service industries • External marketing • Internal marketing • Interactive marketing
Observed Best practices of top service companies
1. Strategic concept Top companies are custom
2. Top-management commitment Not just obsessed with finan But also service performance Predominant establisher of mcdonald’s
3. High standards • Citibank Aims to answer all calls within 10 seconds. • Citibank Aims to answer letters within 2 days • Sometimes 98% accuracy isn’t too good • That’s over 24 million people unaccounted for in
4. Profit tiers • Lower services to freeloaders. • Coddle big spenders. • But need to find balance and be careful of superior claims to big spenders!
5. Monitoring systems • Top firms audit. • They collect voice of the customer
6. Satisfying customer complaints • Top companies encourage people to voice their displeasure when not serviced properly. • Store managers at pizza hut must respond to angry voice mails within 48 hours.
Differentiating services What differentiates fairly ho
1. Primary and secondary service options Transport corporation of india • Add value to primary service package expected by customer. • Creating a secondary service package, and adding value, through continuous innovation keeps companies like tci ahead.
2. Innovation with services Combined prepaid time and benefits of fractional ownership without Convenien t online booking at cheap Offering traditional healthcare with the
Credits & References • Flickr.com • Images.google.com • En.Wikipedia.org
Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com PROF. SAMEER MATHUR IIM LUCKNOW DHANANJAY GOEL IIT DELHI

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How can we achieve excellence in services marketing ?

  • 1. Designing and managing services Based on the book, marketing management by Kotler et. Al.
  • 2. How can we achieve excellence in services marketing ? • Offers wide range of securities trading options. • Go to destination for securities trading in india now!
  • 3. Three types of marketing in service industries • External marketing • Internal marketing • Interactive marketing
  • 4. Observed Best practices of top service companies
  • 5. 1. Strategic concept Top companies are custom
  • 6. 2. Top-management commitment Not just obsessed with finan But also service performance Predominant establisher of mcdonald’s
  • 7. 3. High standards • Citibank Aims to answer all calls within 10 seconds. • Citibank Aims to answer letters within 2 days • Sometimes 98% accuracy isn’t too good • That’s over 24 million people unaccounted for in
  • 8. 4. Profit tiers • Lower services to freeloaders. • Coddle big spenders. • But need to find balance and be careful of superior claims to big spenders!
  • 9. 5. Monitoring systems • Top firms audit. • They collect voice of the customer
  • 10. 6. Satisfying customer complaints • Top companies encourage people to voice their displeasure when not serviced properly. • Store managers at pizza hut must respond to angry voice mails within 48 hours.
  • 12. 1. Primary and secondary service options Transport corporation of india • Add value to primary service package expected by customer. • Creating a secondary service package, and adding value, through continuous innovation keeps companies like tci ahead.
  • 13. 2. Innovation with services Combined prepaid time and benefits of fractional ownership without Convenien t online booking at cheap Offering traditional healthcare with the
  • 14. Credits & References • Flickr.com • Images.google.com • En.Wikipedia.org
  • 15. Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com PROF. SAMEER MATHUR IIM LUCKNOW DHANANJAY GOEL IIT DELHI