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Service Marketing Final 010810

Service Marketing Final 010810

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Published by Rahul Kandpal

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Published by: Rahul Kandpal on Aug 26, 2010
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06/20/2012

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TOPICS IN SERVICES MARKETING
Services Marketing
S.No.SectionPages
1Service Marketing2-82GAPS Model9-103Decision making & Evaluation oServices11-184Customers Expectation of Service19-325Building Customer Relationship33-446Service Blue Printing45-477Marketing Information System48-498Employees Role in Service Delivery50-559Customers Role in Service Delivery55-6010Managing Demand and Supply60-6811Yield Management68-6912Pricing of Services69-73
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SERVICES MARKETING
Services are deeds, processes and performances.Services include all economic activities whose output is not a physical product or construction, isgenerally consumed at the time it is produced, and provides added value in forms (such as convenience,amusement, timeliness, comfort or health) that are essentially intangible concerns of its first purchaser.Ex.: Transportation, Communication, Educational services etc.
Services Vs Customer Service
Customer service is the service provided in support of a company’s core products. This core productcould also be a service.Services tend to be more intangible than manufactured products and manufactured products tend to bemore tangible than services.1970198019952005SERVICES NDUSTRY AGRICULTURE% AGE OF GDP IN INDIAThus we see in India over the years the services are contributing more towards the GDP as compared towhat it was couple of decades ago.
Services Marketing
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46%
 
36% 26% 38%41% 31% 31%
 
61% 19% 20%31% 24%
 
Tangibility Spectrum
SaltSoft drinksDetergentsAutomobilesCosmeticsFast food outletsIntangible DominantTangible DominantFast food outletsAdvertisingAgenciesAirlinesInvestmentManagementConsultingTeachingThe above diagram shows us that there are no pure products or pure services. Instead services tend to bemore intangible than manufactured products, and manufactured products tend to be more tangible thanservices.
Services Marketing
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