Industrial services

1- Classification of industrial services2- Characteristics of services3- Marketing implications of industrial services4- Marketing strategies for industrial service firms

Contents

Business Marketing

Is the marketing of goods and services to individuals and organizations for purposes other than personal consumption

Business services...Are used to manufacture other

products/services Become part of another products/ services

Aid the normal operations of an organization

Customer services

Pre – sales services

During – sales services

After – sales services

Classification of industrial services

Industrial services

Products supported by services

Equal parts of products

and services

Major services

and minor products

Pure services

Characteristics of services

•intangibility: difficult to sample and to evaluate

•inseparability: difficult to separate services from the service provider; mainly direct sales; staff are essential to the delivery of quality services

•Heterogeneity: virtually every service is different; very difficult to standardize quality

•Perishability: those not sold can not be stored

•Fluctuating demand: demand for some services fluctuates by season, or even by time of day

• Intangibility - 1-Buyers looks for evidence of the service quality

2- service providers try to tangibles the intangible

3- use personal sources more than nonpersonal sources

4- creating strong organisational image.

• Inseparability - 1- effective buyer- seller interaction depends on the

service provider

2- requires effective recruitment and training of

service providers.

3- use multisite locations

Marketing implications of industrial services

• Heterogeneity – 1- standardisation of output and uniformity in quality

are difficult to achieve.

2- service provider should emphasis on quality

standards, develop system to minimise errors,

and try to automate.

• Perishability - 1-when demand fluctuates service firms have difficult

problems, use strategy to cope with fluctuating

demand.

2- plan capacity around peak demand.

• Non – ownership – 1- service marketer should communicate

advantages of non ownership – reduction in

labour and overheads, and flexibility.

Marketing strategies for industrial service firms

Company

Employees Customers

Internal Marketing

ExternalMarketing

Interactive Marketing

Service distribution

Service pricing

Service differentiation

• Service Packages Execution Stage Planning Stage

Design

AnalysisDevelop-ment

Full Launch peo

ple

technology

product

system

Thank you

• References1. Internet 2. Industrial marketing (Krishna k havaldar)3. Industrial marketing (Reeder )