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Services Marketing Triangle

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Dr. Rahul Pratap Singh Kaurav , Assistant Professor (Marketing)

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Published on Dec 17, 2012

Published in: Business

 6 Comments  28 Likes  Statistics  Notes

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 munyaradzi mungate , --

GOOD stuff!

4 months ago

Ramjee Srivastava , Associate Manager - Pumps at Kirloskar Brothers Limited

Thanks, Good one.

2 years ago

Sharon Stuart , admissions at JKUAT

good approach been of assistance.

3 years ago

ashish pal , Student at k.v hebbal at Student

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 thank u

3 years ago

Sushanto Saha , System Engineer at Infosys

Really gud 1. I cannot forget this moment, this is one the best moments till date happened in my life

3 years ago

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Services Marketing Triangle

1. SERVICES MARKETINGTRIANGLE:AN INTRODUCTION Rahul Pratap Singh Kaurav
2. WHAT ARE SERVICES? For a layperson, services are essentially intangibles. Their purchase does not result in the ownership of
anything physical.
3. WHAT IS SERVICES MARKETINGTRIANGLE? Company (Management) Internal Marketing External Marketing“enabling the promise”
“setting the promise” Employees Interactive Marketing Customers “delivering the promise”
4. WAYS TO USE THE SERVICESMARKETING TRIANGLEOverall Strategic Specific ServiceAssessment Implementation How is the
service What is being organisation doing on promoted and by all three sides of the whom? How will it be triangle? Where are the
delivered and by whom? weaknesses? Are the supporting What are the systems in place to strengths? deliver the promised
service?
5. EXTERNAL AND INTERACTIVEMARKETING External Marketing : "Setting the Promise" Marketing to END-USERS. Involves
pricing strategy, promotional activities, and all communication with customers. Performed to capture the attention of the market, and
interest in the service. Interactive Marketing : (Moment of Truth, Service Encounter) This refers to the decisive moment of
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 interaction between the front-office employees and customers. This step is of utmost importance, because if the employee falters at
this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
6. INTERNAL MARKETING Internal Marketing : "Enabling the Promise" Marketing to EMPLOYEES. Involves training,
motivational, and teamwork programs, and all communication with employees. Performed to enable employees to perform the
service effectively, and keep up the promise made to the customer. “Viewing employees as internal customers, viewing jobs as
internal products and then endeavoring to offer products that satisfy the needs and wants of these internal customers while
addressing the objectives of the organisation.” - L.L. Berry (1981)

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