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Marketing of Service

Marketing of Service

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Published by: Prasanna Kumar Malepati on Jan 05, 2011
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MARKETING OF SERVICEASSIGEMENT(BATCH: 2008-10)Comparative Analysis of mobile sector on the bases of 7¶psSUBMITTED TO: - SUBMITTED BY:-Mr.
VIJAY NAGRNI
NARENDRA GUPTAVINOD SAINI
1
ACKNOWLEDGEMENT
.We are thankful to VIJAY NAGRNI, Distinguished professor of Marketing of service, for giving us the opportunity to work on this project .It was a greatlearning experience for us and we have actually put in practice, the learningacquired in the classroom. Also the project helped us in understanding theperspective of marketing strategies.
2
DECLARATION
We, hereby declare that the information presented in this report is correct to thebest of our knowledge and has been prepared on the basis of information gained,collected and processed for utilizing our learning in the class of µMarketing of service¶. The report is an original work and has not been presented anywherebefore.We have used secondary data in the report, but have provided proper referencesat suitable places. We, as a group, undertake the responsibility that in case of anyissues relating to plagiarism issue being raised, we would be liable to consequentaction by the management.
3
TABLE OF CONTENTS
4
S. No. TOPIC
PAGE No.
1Acknowledgement
2
2 Introduction
5
3 History of mobile phone
6
4 About the company4.1 Nokia
10
4.2 Motorola
11
4.3 Samsung
12
5 Analysis of company(in term of 7¶ps)5.1 product
14
5.2 price
19
5.3 place
22
5.4 promotion
25
5.5 people
28
5.6 Physical evidence
29
 
5.7 process
32
6 Comparative Swot analysis
33
7 recommendation
37
8 bibliography
38
5
 
I NTRODUCTION
1.1 Definition of Cellular/Mobile phone:-
 A mobile phone or mobile (also called cellphone and handphone as well as cell phone,wireless phone, cellular phone, cellular device, cell, cellular telephone, mobile telephoneor cell telephone) is a long-range, electronic device used for mobile telecommunications(mobile telephony, text messaging or data transmission) over a cellular network of specialized base stations known as cell sites.Most current mobile phones connect to a cellular network consisting of switching pointsand base stations (cell sites) owned by a mobile network operator (the exception issatellite phones, which are mobile but not cellular). In addition to the standard voicefunction, current mobile phones may support many additional services, andaccessories, such as SMS for text messaging, email, packet switching for access to theInternet, gaming, Bluetooth, infrared, camera with video recorder and MMS for sendingand receiving photos and video, MP3 player, radio and GPS. As opposed to a radio telephone, a mobile phone offers full duplex communication,automates calling to and paging from a public switched telephone network (PSTN), andhandoff (American English)/handover (British/European English) during a phone callwhen the user moves from one cell (base station coverage area) to another. A mobilephone offers wide area service, and should not be confused with a cordless telephonewhich also is a wireless phone, but only offer telephony service within a limited range,e.g. within a home or an office, through a fixed line and a base station owned by thesubscriber.The International Telecommunication Union estimated that mobile cellular subscriptionsworldwide would reach approximately 4.1 billion by the end of 2008.
[2]
Mobile phoneshave gained increased importance in the sector of Information and communicationtechnologies for development in the 2000s and have effectively started to reach thebottom of the economic pyramid
6
History of mobile phones
In Europe, radio telephony was first used on the first-class passenger trains betweenBerlin and Hamburg in 1926. At the same time, radio telephony was introduced onpassenger airplanes for air traffic security. Later radio telephony was introduced on alarge scale in German tanks during the Second World War.
First generation
On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel S.Engel, head of research at AT&T's Bell Labs, while walking the streets of New York Citytalking on the first Motorola DynaTAC prototype in front of reporters. Motorola has along history of making automotive radios, especially two-way radios for taxicabs andpolice cruisers.
Second generation
In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-136
 
("TDMA"), iDEN and IS-9
5
("CDMA") began to be introduced. In 1991 the first GSMnetwork (Radiolinja) opened in Finland. 2G phone systems were characterized by digitalcircuit switched transmission and the introduction of advanced and fast phone-tonetworksignaling.
Third generation
The first pre-commercial trial network with 3G was launched by NTT DoCoMo in Japanin the Tokyo region in May 2001. NTT DoCoMo launched the first commercial 3Gnetwork on October 1, 2001, using the WCDMA technology By the end of 2007 therewere 29
5
Million subscribers on 3G networks worldwide, which reflected 9% of the totalworldwide subscriber base.
7
Seven elements of service marketing mix
These seven elements are often referred to as the marketing mix, which a marketer canuse to craft a marketing plan. The seven P¶s model is most useful when marketing lowvalue consumer products. Industrial products, services, high value consumer productsrequire adjustments to this model. Services marketing must account for the uniquenature of services. Industrial or B2B marketing must account for the long termcontractual agreements that are typical in supply chain transactionsThe service marketing mix comprises off the 7¶p¶s. These include:
ProductPricePlacePromotionPeopleProcessPhysical evidence.
Product:
The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a productgenerally includes supporting elements such as warranties, guarantees, and support.
Pricing:
This refers to the process of setting a price for a product, including discounts. The priceneed not be monetary - it can simply be what is exchanged for the product or services,e.g. time, energy, psychology or attention.
Promotion:
This includes advertising, sales promotion, publicity, and personal selling, branding andrefers to the various methods of promoting the product, brand, or company.
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Place
Refers to how the product gets to the customer; for example, point of sale placement or retailing. This fourth P has also sometimes been called
Place
, referring to the channelby which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc.
People
 An essential ingredient to any service provision is the use of appropriate staff and

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