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Service Marketing

Service Marketing

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Published by Sumit Hukmani

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Published by: Sumit Hukmani on Oct 06, 2012
Copyright:Attribution Non-commercial

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05/13/2014

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1
Components of Service Marketing
 
Service Marketing
 
The Service Sector 
 
Characteristics of ServicesThe Service MixManagement of Services
 
2
Service Sector 
 –
Employee Activities
Financial Services
 
 –
Banks, Building societies, accountants, stockbrokers,insurance agents, actuaries.
Professional Services
 
 –
Estate agents, architects, designers, solicitors, lawyers,consultants, surveyors, valuers, management, personnel.
Marketing Services
- Advertising agencies, marketing research, public relations,sales agents.
Catering
 
 –
Hotels, hospitality, restaurants, fast food and take-aways.
Leisure and recreation
 
 –
sports clubs, theme parks, zoos and wildlife parks,national parks and National Trust properties, tourism organisations, amusementcentres, libraries, museums, the arts, cinemas, theatres, musical entertainment.
Other services
 
 –
painting and decorating, cleaning, repairs, health and socialservices, education and training, travel and transport, postal services, police, publicutilities, telecommunications, hairdressing.
 
3
Classification of Services
Type of market, such as consumer (legal advice and repairs) orindustrial (consulting and installation services).
Degree of labour intensiveness, whether labour based (education andhairdressing) or equipment based (telecommunications and publicutilities).
Level of customer contact, ranging from high (as in restaurants and airtravel) to low (postal services and estate agents).
Skill of the service provider, which could be mainly professional(lawyers and teachers) or non-professional (cleaners and publictransport).
Goal of the service provider, at one end of the scale profit based(banking and hotels) and at the other end non-profit orientated (policeand some leisure / recreations services).

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