Scribd
Upload
27 views

Unit II

The document discusses marketing strategies for service organizations. It covers understanding customer needs, service development, building brand image, promotion, customer engagement, sales generation, and feedback analysis. It also discusses approaches to marketing research like complaint solicitation, critical incident studies, satisfaction surveys, and exit surveys. Internal marketing topics covered include employee orientation, communication, training, involvement, recognition, teamwork, and leadership. The document also discusses targeting consumers through market research, segmentation, understanding needs, positioning, communication, quality service, promotions, relationship building, data analysis, and continuous improvement.

Uploaded by

Yash Dixit
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
27 views

Unit II

The document discusses marketing strategies for service organizations. It covers understanding customer needs, service development, building brand image, promotion, customer engagement, sales generation, and feedback analysis. It also discusses approaches to marketing research like complaint solicitation, critical incident studies, satisfaction surveys, and exit surveys. Internal marketing topics covered include employee orientation, communication, training, involvement, recognition, teamwork, and leadership. The document also discusses targeting consumers through market research, segmentation, understanding needs, positioning, communication, quality service, promotions, relationship building, data analysis, and continuous improvement.

Uploaded by

Yash Dixit
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 28

Role of Marketing in Service organisation

1. Understanding Customer Needs: Market research


2. Service Development and Innovation: Product development,
Innovation
3. Building Brand Image: Branding, reputation management
4. Promotion and Communication: Advertising, PR, SP
5. Customer Engagement and Relationship Management
6. Sales and Revenue Generation
7. Marketing Expansion and Diversification
8. Feedback Analysis and Continuous Improvement
Research Approaches and Primary Objectives
1. Complaint solicitation:
• To identify/attend to dissatisfied customers
• To identify common service failure points

2. Critical Incident Studies (Critical incident technique CIT)


• To identify best practices at the transaction level
• To identify customer requirements as input for quantitative studies
• To identify common service failure point
Research Approaches and Primary Objectives
3. Researching customer needs
• To identify customer requirements as input for quantitative research

4. Customer satisfaction surveys and SERVQUAL surveys


• To monitor and track service performance
• To assess overall company performance compared with that of
competition
• To determine links between satisfaction and behavioral intentions
• To assess gaps between customer expectations and perceptions
Research Approaches and Primary Objectives
5. Database marketing research
• To identify the individual requirements of customers using information
technology and database information
6. Exit Survey
• To obtain immediate feedback on the performance of service transaction
• To measure the effectiveness of changes in service delivery
• To assess the service performance of individuals and teams
• To use as input for process improvements
• To identify common service failure points
Research Approaches and Primary Objectives
7. Service Expectation meeting and reviews
• To create a dialogue with important customers
• To identify what individual large customers expect and then to ensure
that it is delivered
• To close the loop with essential customers
Research Approaches and Primary Objectives
Research Approaches and Primary Objectives
Internal Marketing
Internal Marketing
• Internal marketing focuses on treating employees as internal
customers and recognizing their critical role in delivering high-quality
services to external customers.

• The basic idea is that satisfied and motivated employees are more
likely to provide excellent customer service, increasing customer
satisfaction and loyalty.
Internal Marketing
Employee Orientation
• Internal marketing begins with an orientation towards employees.

• It involves training, motivating, and empowering employees to deliver


excellent service.

• This orientation helps align employees with the organization’s service


vision and goals.
Internal Marketing
Internal Communication:
• Clear and effective communication within the organization is essential.

• Employees must understand the organization’s mission, values, and


objectives.

• Regular communication channels, such as meetings, newsletters, and


intranet, facilitate the flow of information and help in building a shared
vision among employees.
Internal Marketing
Employee Training and Development:
• Proper training equips employees with the necessary skills and
knowledge to perform their jobs effectively.

• Continuous training and development programs are vital in-service


industries where the nature of services and customer expectations
constantly evolve.
Internal Marketing
Employee Involvement
• Involving employees in decision-making processes and seeking their
input fosters a sense of ownership and pride in their work.

• When employees feel valued and involved, they are more likely to
contribute innovative ideas and go the extra mile to satisfy
customers.
Internal Marketing
Recognition and Rewards
• Recognizing and rewarding employees for their exceptional
performance boosts morale and motivation.

• Recognition can be through praise, awards, promotions, or monetary


incentives.

• Reward systems must be fair and transparent to consistently


encourage employees to deliver exceptional service.
Internal Marketing
Teamwork and Collaboration
• Encouraging teamwork and collaboration among employees and
between different departments enhances the overall service delivery
process.

• Service provision often involves multiple departments working


together, so fostering collaboration is crucial for seamless service
experiences.
Internal Marketing
Leadership Support
• Strong leadership that is supportive of employees and their initiatives
is fundamental.

• Leaders set the tone for the organizational culture and play a
significant role in motivating and guiding employees toward delivering
exceptional service.
Internal Marketing
Monitoring and Feedback
• Regular monitoring of employee performance and gathering
customer feedback can identify improvement areas.

• Positive feedback reinforces good behavior, while constructive


criticism can be used for further training and development.
Targeting consumers in service marketing
Targeting consumers in service marketing
1. Market Research
• Demographic Analysis: Understand the age, gender, income,
education level, and other demographic factors of your target
audience.
• Psychographic Analysis: Explore their lifestyle, interests, values, and
attitudes. Understand what motivates them.
• Behavioral Analysis: Study their buying patterns, brand loyalty,
product/service usage, and decision-making processes.
Targeting consumers in service marketing
2. Segmentation:
• Segment Your Audience: Divide your target market into segments
based on similarities in their needs and preferences.

• Create Buyer Personas: Develop detailed profiles of your ideal


customers within each segment.
Targeting consumers in service marketing
3. Understanding Needs:
• Identify Pain Points: Determine the problems or challenges your
consumers face that your service can solve.

• Highlight Benefits: Emphasize how your service addresses these pain


points and improves their lives.
Targeting consumers in service marketing
4. Positioning:
• Unique Selling Proposition (USP): Define what differentiates your
service from competitors.
• Highlight this in your marketing message.

• Perception Management: Shape how your service is perceived by


emphasizing specific qualities or features.
Targeting consumers in service marketing
5. Communication:
• Clear Messaging: Develop concise messages that resonate with your
audience's emotions and aspirations.
• Use Multiple Channels: Utilize a mix of online and offline channels
(social media, email, events, etc.) to reach your audience where they
are most active.
• Engagement: Foster two-way communication. Listen to feedback and
engage with your audience on social media and other platforms.
Targeting consumers in service marketing
6. Quality Service:
• Consistency: Ensure consistency in the quality of your service.
• A positive experience leads to word-of-mouth referrals.

• Training: Train your staff to deliver excellent customer service.


• Staff interactions significantly impact consumer perceptions.
Targeting consumers in service marketing
7. Promotions and Incentives:

• Promotional Offers: Use promotions, discounts, or loyalty programs to


attract and retain customers.

• Referral Programs: Encourage satisfied customers to refer others


through incentives.
Targeting consumers in service marketing
8. Post-Sale Relationship:

• Follow-up: Reach out to customers after the sale for feedback. Show
that you value their opinions.
• Customer Support: Provide excellent customer support. Quick
problem resolution builds trust.
Targeting consumers in service marketing
9. Data Analysis:

• Data Mining: Analyze customer data to identify trends and


preferences. Use this data to refine your marketing strategies.
• Feedback Analysis: Pay attention to customer feedback and adjust
your services based on their suggestions and complaints.
Targeting consumers in service marketing
10. Continuous Improvement:
• Adaptation: Stay updated with market trends and technology. Adapt
your services to changing consumer needs.

• Innovation: Introduce new features or services based on consumer


feedback and market demands.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy