Презентация по "Маркетинг и мифы о маркетинге"

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What is a Service?  Defining  the Essence

 

• An act or performance offered by one party to another (performances are intangible, but may involve use of physical products)
• An economic activity that does not result in ownership
• A process that creates benefits by facilitating a desired change in customers themselves, or their physical possessions, or intangible assets

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Some Industries - Service Sector

 

• Banking, stock broking
• Lodging
• Restaurants, bars, catering
• Insurance
• News and entertainment
• Transportation (freight and passenger)

 

• Health care
• Education
• Wholesaling and retailing
• Laundries, dry-cleaning
• Repair and maintenance
• Professional (e.g., law, architecture, consulting)

 

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Classification of Services

 

Pure Tangible Product

 

Materials / Components

 

Computers

 

Major Product with

Minor Services

 

Product = Service

 

Major Service with

Minor Product

 

Business Hotels

 

Good Transportation

 

Banking

 

Pure Intangible 

Service

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• Intangibility – Services are intangibility cannot be seen, tasted, felt, heard or smelled before purchase.
• Inseparability - Services are produced and consumed simultaneously.
• Variability or Heterogeneity – Services are highly variable
• Perishability – Services cannot be stored.
• Non Ownership - Services are rendered but there is no transfer of title

 

 

Major Characteristic of Services 

41

 

The Marketing Mix

 

• The conventional view of the marketing mix consisted of four components (4 Ps): Product, Price, Place/ distribution and Promotion.
• Generally acknowledged that this is too narrow today; now includes , Processes, Productivity [technology ]People [employees], Physical evidence
• Marketers today are focused on virtually all aspects of the firm’s operations that have the potential to affect the relationship with customers.

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The “8Ps” of Integrated Service  Management vs. the Traditional “4Ps” 

 

• Product elements
• Place, cyberspace, and time
• Process
• Productivity and quality
• People
• Promotion and education
• Physical evidence
• Price and other user outlays

43

 

The Give and Get of Marketing

44

 

Great Words on Marketing

 

• “The purpose of a company is ‘to create a customer…The only profit center is the customer.’”
• “A business has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.”
• “The aim of marketing is to make selling unnecessary.”
• “While great devices are invented in the Laboratory, great products are invented in the Marketing department.”
• “Marketing is too important to be left to the marketing department.”

 

45

 

Drivers of Customer Satisfaction

 

• Many aspects of the firm’s value proposition contribute to customer satisfaction:
• The core product or service offered
• Support services and systems
• The technical performance of the firm
• Interaction with the firm and it employees
• The emotional connection with customers
• Ability to add value and to differentiate as a firm focuses more on the top levels

46

 

Marketers and Markets

 

• Marketers are focused on stimulating exchanges with customers who make up markets – B2C or B2B.
• The market is comprised of people who play a series of roles: decision makers, consumers, purchasers, and influencers.
• It is absolutely essential that marketers have a detailed understanding of consumers, their needs and wants.
• Much happens before and after the sale to affect customer satisfaction

47

 

Stages of Customer Interaction

48

 

What Changed in Marketing…

 

• Organize by product units
• Focus on profitable transactions
• Look primarily at financial scorecard
• Focus on shareholders
• Marketing does the marketing
• Build brands through advertising
• Focus on customer acquisition
• No customer satisfaction measurement
• Over-promise, under-deliver

 

• Organize by customer segments
• Focus on customer lifetime value
• Look also at marketing scorecard 
  
• Focus on stakeholders
• Everyone does the marketing
• Build brands through performance
• Focus on customer retention
• Measure customer satisfaction and retention rate
• Under-promise, over-deliver

 

Old Economy

 

New Economy

49

 

Are Banks truly 

marketing-savvy and customer -  centric?

50

 

• Myth 1 – The larger the range of products, the more customer-centric I am.

 

 

Mythbuster – The range of  products has 

emerged from being

competition-centric.

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• Myth 2 – Better technology (read CRM) leads to
• better customer service.

 

Mythbuster – Technology

alone does not deliver, 

helps people do.

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• Myth 3 – Launch a product and the customer will start
• using instantly.
•  - Give a customer a card and he will learn how to play
• with it immediately

 

Mythbuster – Customers need

To be educated too…

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Mythbuster – Customers are not   only present where competition is.

 

• Myth 4 – The only way to get a customer is from
• competition.

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• Myth 5 – Just advertise and - You will sell.

 

Mythbuster – Advertising will  only sell, 

Not retain customers. 

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Myth 6 – No difference between marketing & selling

 

Mythbuster – “Selling focuses  on the needs of the seller;  marketing  on the needs of the buyer. 

56

 

Myth 7 – In the absence of relationships ‘trust’ builds financial brands

 

Mythbuster – Trust is not  a differentiator at all… 
it is the very minimum that the customer expects!!

57

 

So what will the differentiators  be :

 

• Technology ?

 

• Brand ?

 

58

 

The real differentiator of 

customer – centricity in a  commoditised world of financial products -  

Customer Service !

 

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• Thank You
• sagarnarsian@yahoo.com

 

Drucker, Yogi Berra, A Chinese Proverb, William Davidow, David Packard