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Services Marketing

Services Marketing

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Published by: abassalishah on Jun 24, 2012
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1
MS-65
Marketing of Services
Indira GandhiNational Open UniversitySchool of Management StudiesBlock 
1
MARKETING OF SERVICES: AN INTRODUCTION
UNIT 1Marketing of Services: Conceptual Framework5UNIT 2Role of Services in Economy20UNIT 3International Trade in Services, The WTO, and India37UNIT 4Consumer Behaviour in Services53
 
Marketing of Services:An Introduction
2
Course Revision Team (2004)
Prof. Ravi ShankarDr. Tapan K. PandaProf. B.B. Khanna
Course Editor 
IIM, KhozikodeDirectorIIFT, New DelhiCalicutSchool of Management StudiesIGNOU, New DelhiProf. Madhulika KaushikDr. Rupa ChandaDr. Kamal YadavaSchool of Management StudiesIIM, Bangalore
Course Coordinator and Editor 
IGNOU, New DelhiSchool of Management StudiesIGNOU, New DelhiProf. Rajat KathuriaIMI, New Delhi
Course Preparation Team*
Prof. L.M. JohariDr. V. ChandrashekharProf. J.B. NaddaFMS, Delhi UniversityMahindra Days Hotels &Goa UniversityDelhiResorts, BangaloreGoaProf. J.D. SinghMs. Sudha TewariMr. M. VenkateswaranIMIParivar Seva SansthanTransportation Corporation oNew DelhiNew DelhiIndia, HyderabadProf. P.K. SinhaMr. Pramod BatraProf. Rakesh KhuranaIIMEHIRCSchool of Management StudiesBangaloreNew DelhiIGNOU, New DelhiMr. Amrish SehgalMs. Rekha ShettyProf. Madhulika KaushiBhutan Tourism Dev. Corpn.Apollo HospitalsSchool of Management StudiesBhutanMadrasIGNOU, New DelhiMr. D. RamdasMs. Malabika ShawMr. Kamal YadavaManagement ConsultantAIMASchool of Management StudiesNew DelhiNew DelhiIGNOU, New DelhiProf. M.L. AgarwalMr. Saurabh KhoslaXLRITulika Advertising AgencyJameshedpurNew DelhiMr. Arun ShankarMr. Sanjeev BhikchandaniCiti BankSanka Information Pvt. Ltd.,New DelhiNew Delhi
*
The course was initially prepared by these experts and the present material is the revised version. The profile of the Course Preparation Team given is as it was on the date of initial print.
June, 2004 (Revision)
© Indira Gandhi National Open University, 2004
ISBN-81-266-1276-2
 All rights reserved. No part of this work may be reproduced in any form, by mimeograph or anyother means, without permission in writing from the Indira Gandhi National Open University.Further information about the Indira Gandhi National Open University courses may be obtained  from the University’s Office at Maidan Garhi, New Delhi-110 068.Printed and published on behalf of the Indira Gandhi National Open University, New Delhi,by Director, School of Management Studies.Paper Used: Agro-based Environment Friendly
Cover Design by: H.D. Computers, Inderpuri, New Delhi.Laser Composed by: ICON Printographics, B-107 Fateh Nagar, New Delhi-110 018Printed at: Akashdeep Printers, Darya Ganj, New Delhi.
Print Production
Mr. A.S. Chhatwal,Mr. Tilak RajMs SumathyAsstt. Registrar (Publication), Sr. Scale,S.O. (Publication),Proof ReaderSOMS, IGNOUSOMS, IGNOUSOMS, IGNOU
 
3
BLOCK 1MARKETING OF SERVICES :AN INTRODUCTION
The first block of the course is concerned with the conceptual framework regarding services marketing and also gives the role of services in nationaleconomies as well as international trade. The block consists of four units. Thefirst unit entitled ‘Marketing of Services : Conceptual Framework’ explains asto why marketing practices and applications need to be specifically evolved forservices, as they are in certain characteristics distinct from goods. The unitdeals with the concept of a service and its classifications, the differencebetween goods and services, the marketing implications of these differences andthe service marketing mix.The second unit on ‘Role of Services in Economy’ brings about the importanceof service sector in the national economies. The unit outlines details of international as well as Indian scenario. It also brings out brief details of someimportant service sectors in India. The next unit is on ‘International Trade inServices, The WTO, and India’. It outlines recent trends in international tradein services, provides an overview of GATS and India’s negotiating strategy anddomestic reforms. The last unit of the block gives details of consumerbehaviour in services.

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