Services marketing and CRM

Service is an essential element of marketing of any organisation be it roduct or Services.

a PRODUCT is a tangible entity. It is anything that can be offered to a market to satisfy a want or a need. these includes:
Physical goods
services
experiences
events
persons
places
properties
organizations
informations & ideas

A product is termed coz it can be SEEN, FELT, TESTED before a customer purchases it.

a SERVICE is intangible coz it cannot be seen, felt or tested before a customer acquires it.

A service is an act of proven performance and experience.

A Product and service characteristics goes as opposite to each other:

In a Service
- Ownership is not transferred to the customer
- Its Intangible
- it cannot RESOLD
- it cannot be DEMONSTRATED
- it cannot be STORED

4 Major Characteristics of Services that makes them different and why services are more difficult to market:
1. Intangibility
2. Inseparability
3. Inconsistency
4. Inventory

Marketing MixMarketing mix is a combination of elements an organisation controls that can be used to satisfy the needs of a customer.
the 4Ps are not sufficient therefore its required to go for EXPANDED MARKETING MIX

4Ps are:
1. Product
2. Price
3. Promotion
4. Place

Expanded Marketing Mix:
5. Physical Evidence
6. Process
7. People (the MOST CRUCIAL element of marketing)

Service Marketing TRIANGLE

The three main elements of service marketing are
1. Company
2. Employees
3. Customers

There are 3 types of marketing that takes places between these 3 elements of service marketing:
1. Between Company & Employees - Internal Marketing2. Between Company & Customers - External Marketing3. Between Employees & Costomers - Interactive Marketing