What Is the Service Marketing Mix?
What the service product must consider is the scope, quality and level of service provided. At the same time, the items to be paid attention to are brand, warranty and after-sales service.
Service marketing mix
Right!
- Chinese name
- Service marketing mix
- Pinyin
- fuwuyingxiaozuhe
- What the service product must consider is the scope, quality and level of service provided. At the same time, the items to be paid attention to are brand, warranty and after-sales service.
- Product
- What the service product must consider is the scope, quality and level of service provided. At the same time, the items to be paid attention to are brand, warranty and after-sales service. In service products, the combination of these elements varies considerably. For example, there is a significant difference in the combination of elements between a small restaurant serving several small dishes and a five-star restaurant serving various large meals.
Service Marketing Portfolio Pricing
- Price considerations include: price levels, discounts, discounts and commissions, payment methods and credit. When distinguishing one service from another, price is a means of identification, and customers can feel the value of one service from the price of one service. The interrelationship between price and quality is also an important consideration for service pricing.
Service Marketing Portfolio Distribution
- The location of the service provider and the geographical accessibility are important factors in service marketing. Geo-accessibility refers not only to physical objects, but also other methods of conduction and contact. Therefore, the shape of distribution channels and the areas they cover are closely related to service accessibility.
Service marketing mix promotion
- Promotions include various market communication methods such as advertising, sales promotion, sales promotion or other publicity methods, as well as some indirect communication methods, such as public relations.
- The above four items are the elements of a traditional marketing mix. But service marketers need to add more elements, such as people, physical displays and processes.
Service Marketing Portfolio Staff
- Those who play a production or operational role in the service company are actually a part of the service product from the customer's point of view, and their contribution is the same as other sales staff. The characteristic of most service companies is that the operator may perform dual tasks of service performance and service sales. Therefore, marketing management must be coordinated with the operations manager. The tasks of corporate staff are extremely important, especially those that have experienced a "high-touch" service business. Therefore, marketing managers must also pay attention to the selection, training, motivation and control of employees.
- In addition, for some service businesses, the relationship between customers and customers should also be taken seriously. Because a customer's perception of the quality of a service product is likely to be affected by other customers. In this case, the problem that managers should face is quality control in terms of customer-to-customer interaction.
Service marketing mix tangible display
- Tangible display affects how consumers and customers rate a service business. The physical display includes the elements: the physical environment (decoration, color, furnishings, sounds), the physical equipment needed for service provision (such as the car needed by a car rental company), and other physical clues, such as those required by airlines The logo used or the dry cleaner will wash the "package" on the laundry.
Service marketing mix process
- Human behavior is important in the service business, and the process (that is, the service delivery process) is also important. Pleasant-looking, dedicated, and caring staff can alleviate the customer's impatient feeling that they have to wait in line for service, or calm customer complaints or dissatisfaction when there is a technical problem. The use of operating policies and procedures of the entire system, the degree of mechanization in service provision, the scope of application of employees' discretion, the degree of customer participation in the service operation process, the flow of consulting and services, contracting and waiting systems, etc. are all marketing Things that managers need to pay special attention to.