Service ,Supply chain management ,Characteristics of service,Product And Service Marketing Mix Differences B/W Goods and Services,Classification of service,Service encounter,Service blueprint,service marketing triangle, types of marketing traingle.

1. Service Management
By
Venkatesh.N
By
Venkatesh.N

2. Service
>A service is an action of doing something to some
one which is essentially (purely) intangible…
>“Service is an act or performance offered
by one party to another that is essentially
intangible and does not result in the
ownership of anything.”

3. Supply chain management
Supply chain management is a total
system approach to managing the
entire flow of information, materials,
and services from
raw -materials suppliers through
factories warehouses to the end
customer

4. Contd…..
 A supply chain is the system of
organizations, people, activities,
information and resources involved
in moving a product or service from
supplier to customer.
 Supply chain activities transform raw
materials and components into a
finished product that is delivered to
the end customer.

5. Supply chain
Supplier Manufacturer Distributor Retailer Customers

6. Supply chain management

7. Characteristics of services

8. Characteristics
 Intangibility:
It cannot be taste, feel & smell before they are bought
unlike physical product. The intangibility creates a
feeling of uncertainty about the outcome of service.
 Inseparatebility:
Services cannot be separated from the services
provided (we cannot separate the service from the
product) in fact the product delivers consumption of a
service.
Variability:
Services of highly variable. It is almost impossible to
have the same service from the same seller the second
time.

9. Contd….
 Customer participation:
Service product is not a one side activity customer
are core product of services. The product quality of
services greatly depends upon the ability, skills and
performance of the employees as well as the
activity and performance of the customer.
 No ownership
here we cannot transfer ownership from one
person to other person that particular service
belongs to particular person because its purely
intangible
 Pershability They cannot be stored

10. Product And Service Marketing Mix

11. Differences B/W Goods and Services

12. Goods / Services

13. Classification of service
 It is required to design & apply marketing techniques
to completely satisfy the customer & increase profit &
identify new emerging services
 Classification can be done on the following basis
 Classification by industry
 Classification by target effect
 Skill level of service provider (professional/Non
professional)
 Labour intensiveness(people-based/ equipment-
based)
 Degree of customer involment

14. Classification by industry
 Entertainment industry
 Education
 Telecommunication
 Finance & insurance
 Transportation
 Public utilities
 Government services
 Health
 Hospitality industry
 Business services

15. Classification by target effect
Based on degree of customer involment
 People processing:- service aimed at physical
care Ex:-health care, clinics, restaurants, hospital,
hair stylist, fitness centers.
 Mental Stimulus processing:- services aimed at
mind of customer Ex:-education, information,
entertainment, consulting, psychotherapy.
 Possession processing:- Service aimed at
physical possession & tangible assets Ex:- repair
& maintance, Laundry, repair Services, House
cleaning services

16. Contd….
 Information processing:- service for
tangible assets Ex:- banking legal
consultation, brokerage , financial
service.
 Skill level of service provider:-
 Teacher
 Doctor
 Engineer
 Accountant

17. Lobour Intensiveness
 Mechanic
 Electrician
 Labour
 Plumber
 Artisan

18. Degree of customer contact
 High degree (every day)-TV channels,
Mobile etc…..
 Moderate Degree(regular)- teacher,
barber, washer man etc…
 Low degree(occasional)-priest, doctor
etc…

19. Service encounter
A service encounter is a period of time
during which customer interact directly
with a service. It is also called as
"Moment of Truth“
Service encounters are transactional
interactions in which one person (e.g., a
vendor, office clerk, travel agent)
provides a service or good (e.g., a
product, an appointment, airline tickets)
to another person.

20. Service blueprint
 The blueprint is an operational tool
that describes the nature and the
characteristics of the service
interaction in enough detail to
verify, implement and maintain it.