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Services Marketing Triangle: An Introduction: Rahul Pratap Singh Kaurav

The document introduces the services marketing triangle, which consists of three sides - internal marketing, external marketing, and interactive marketing. Internal marketing refers to marketing directed at employees to enable them to deliver the promised service. External marketing involves communicating with customers to set expectations of the service. Interactive marketing is the direct interaction between employees and customers where the promised service is delivered. The services marketing triangle can be used for overall strategic assessment of a service organization or to plan specific service implementations by examining each side of the triangle.

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173 views7 pages

Services Marketing Triangle: An Introduction: Rahul Pratap Singh Kaurav

The document introduces the services marketing triangle, which consists of three sides - internal marketing, external marketing, and interactive marketing. Internal marketing refers to marketing directed at employees to enable them to deliver the promised service. External marketing involves communicating with customers to set expectations of the service. Interactive marketing is the direct interaction between employees and customers where the promised service is delivered. The services marketing triangle can be used for overall strategic assessment of a service organization or to plan specific service implementations by examining each side of the triangle.

Uploaded by

kareena23
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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SERVICES MARKETING

TRIANGLE:
AN INTRODUCTION

Rahul Pratap Singh Kaurav

WHAT ARE SERVICES?

For a layperson, services are essentially


intangibles. Their purchase does not result in the
ownership of anything physical.

WHAT IS SERVICES MARKETING


TRIANGLE?
Company
(Management)
Internal Marketing
enabling the promise

Employees

External Marketing

setting the promise

Interactive Marketing

delivering the promise

Customers

WAYS TO USE THE SERVICES


MARKETING TRIANGLE
Overall Strategic Assessment

How is the service


organisation doing on
all three sides of the
triangle?
Where are the
weaknesses?
What are the
strengths?

Specific Service
Implementation

What is being
promoted and by
whom?
How will it be
delivered and by
whom?
Are the supporting
systems in place to
deliver the promised
service?

EXTERNAL AND INTERACTIVE


MARKETING

External Marketing :"Setting the Promise"


Marketing

to END-USERS.
Involves pricing strategy, promotional activities, and all
communication withcustomers.
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 interaction between


the front-office employeesand customers.
This step is of utmost importance, because if the employee
falters at this level, all priorefforts made towards
establishing a relationship with the customer, would be
wasted.

INTERNAL MARKETING

Internal Marketing :"Enabling the Promise"


Marketing

to EMPLOYEES.
Involves training, motivational, and teamwork programs,
and all communication withemployees.
Performed to enable employees to perform the service
effectively, and keep up thepromise 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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