1. 1
SERVICES MARKETING
MANAGEMENT
PROCESS
BBA V SEMESTER
SERVICE
MARKETING

2.  Introduction
 Marketing management process for
services
2

3.  Setting marketing objectives
 Analyzing marketing opportunities
 Researching and selecting target market
 Designing marketing strategy
 Organising, implementing and controlling marketing
efforts

4. INTRODUCTION
4
 Service marketing management represents
marketing concept in action. The service
firm must be customer oriented & must
develop a competitive marketing strategy,
that strategy formulation consists of two
steps:

5. *Identifying target markets and
their needs
*Developing a marketing mix that
satisfies the unique needs of these
target markets
5

6. SETTING MARKETING
OBJECTIVES
6
 Developing a marketing strategy requires
market planning and market planning is
usually preceded by market analysis. Before
making any strategic plan the manager has to
go through some self questioning. The
answers of these critical questions are the
beginning of the development of strategic
plan.

7. The questions may be:
 What is the specific type of service
business?
 Who are customers, how can they be
identified, & what benefits are they
seeking?
 How can the business be defended
from competitors?
7

8.  How can competitive advantage and
more cost efficient operations be
achieved?
 What efforts must be used to develop and
test new product service offerings?
 What role can be assigned to
planning and research?
8

9. The marketing information for
planning purposes can be gathered
through marketing research and
marketing intelligence. Market research
is more structured and quantifiable while
marketing intelligence gathering
concentrates on intangible ideas and
trends.
9

10. ANALYZING MARKETING
OPPORTUNITIES
10
Analyzing market opportunity is to
identify the markets and determine
the changing needs of customers and
their bases for choosing among the
many alternatives offered.

11. Marketing orientation requires
organizations to monitor their
environment to adjust their offering
so that customer needs are fulfilled.
There are some other imp. factors to
be considered to analyzing the
marketing opportunities, they are:
11

12.  The internal environment
 The immediate external environment
 The uncontrollable external
environment:
 Economic Factors
 Social Factors
 Political and legal factors
 Technical factors 12

13. SELECTING TARGET
MARKET
13
 The process of identifying and
evaluating marketing opportunities gives
rise to many new ideas, each of these
opportunities must be studied relevance
to the company’s resources. This steps
involves:
 Segmenting & Targeting
 Positioning

14. Services marketing can not be
separated from market
segmentation. There are some
segmentation methods which are
used by service organization:
 Demographic variant
 Psychographic variant
14

15. After this process market targeting is
focused, deciding on which of the
market segment to target is a
challenging one & after this process
the service provider decides upon
the number of segments to serve
such as :
15

16.  Undifferentiated marketing –
e.g. Mass banking
 Differentiated marketing –
e.g. bank products for products for
corporate clients and individual clients
 Concentrated marketing – e.g. special
agricultural banks or industrial credit
banks.
16

17. DEVELOPING THE
SERVICE
MARKETING MIX
 The marketing mix which is the
essence of every marketing strategy &
includes tangible dominant products,
they are:
 Service Product
 Place
 People 17

18.  Price
- Demand oriented method
- Cost oriented method
- Competitor based pricing
 Process
 Physical Evidence 18

19. Organising, Implementing and
Controlling Marketing Effort
 The service firm must mobilize its people
and resources e.g. money equipment,
physical facilities within the organization to
put the strategic plan to work.
 Once the plan is executed, activities
concerned with customer feedback and sales
forecast are organised. This is done to
evaluate the effectiveness of marketing plan.
19

20. This interdependence between
marketing, operations, & human
resources is termed as service
management trinity.
20

21. THANK YOU