SERVICE SECTOR MANAGEMNT

Definition of service management: Actions of organisations to maintain and improve well-being & functioning of people. Service is an integral part of business. Types of Services: 1. Primary sector 2. Secondary Sector 3. Tertiary Sector 1) Primary Sector: is something like extracting like mining, cultivate like Agriculture (Horti-culture\Aqua-culture) farming. 2) Secondary Sector: like manufacturing process (+ Aids machinery provide service). 3) Tertiary Sector: (Domestic Services). a. Business: Consultation, Finance, Banking b. Trade: Retailing, Maintenance, Repair. c. Infrastructure: Communication, Transportation. d. Social\personal: Restaurants, Health Care. e. Entertainment Public Administration: Education, Government Administration Characteristics: 1. Intangible 2. Perishable 3. Inseparable 4. Heterogeneity (Non Standard) 5. Ownership 6. Simultaneity (channel of distribution, geographical coverage absent) 7. Quality measurement (Quantification) 8. Nature of demand (Fluctuate) Growing importance, impact & marketing of services. Delivery system. Design/organization chart. Role of customers. Productivity & quality improvement

18-07-02 Health Care

Truly speaking in the international committee gives top priority to health care of the committee. Health Plans: are considered as Public Health domain of state list {constitution} medical relief & supplies {central + state + all} concerned with the activities Central government health scheme from July 54 for CGEES [central government employees] Objectives: 1 primary health center.30000 people 1 sub-center.....5000 people 1 community health center..100000 people Family welfare & maternal + child health Programe. Investment on health 7575 cr. (1.75 % of public sector undertaking) Hospital Management: It is a place for diagnosis treatment for ills & also education, training, research, promoting health care activities & bio social research. SOCIAL & MEDICAL ORGANISATION Types Govt., Semi-Govt., Voluntary, Private, Charitable Path: Allopathic, Homeopathy, Ayurvedic {Others} Marketing Medicare: 1. Users are found satisfied 2. Time honoured service mix 3. Inculcating mass awareness 4. Thrust areas can be identified. 5. Behavioual dimensions given due weightage. 6. Vulnerable segment can be identified 7. Services can be made cost effective 8. A rational fee structure 9. For motivating personnel Thrust area 1. Universal Immunization 2. AIDS 3. Vector borne diseases {malaria, kalazar, Japanese encephalitis, relapse}

4. Drug addiction. Marketing Mix For Hospitals 1. Product: Functions Line*, Supportive, Auxiliary 2. Promotion: Personal, Non-Personal, and Increase Awareness. 3. Promotion: HIG, MIG, LIG, & No Income group. 4. Place: Availability to ultimate users (All Try!) * Dentist, Gynecologist, Psychologist etc. Strategy: Short run & long run problems for short terms & long term Strategy. Product: First aid, Doctors, Medical stores, Diagnosis, Cure, Doctors & Staff, Facilities, Technology, Hygiene, Food, Medical Stores, Facilities. Price: Income group H M L N.I Promotion: List of visiting doctors Exclusive Free campaign Free services Corporate Packages Awareness Programe Eminent personality Camp Management Executives Place: Still not developed Not that much of scope G S.G Pr Charge

19-07-02 Hotel Marketing Traveling-Business-Trade-Village Places of worshiptravel on pilgrimages Inns & TavernsCivilizationSocial Revolution Income group class.1634 1st tavern in USA In 1820Hotel term came into existence Hotel: Home away from Home! Boarding & lodging not engaged in any Inter/Intra State Commerces. --Stuart Mc Namara Motel: Local motorists + travelers (tourists) by Road filling stations, outside city, chalet (Swiss) [hilly areas full of ice-over hear hotel is called chalet Types: 1. Residential: Apartment House, concept like M/Q/HY/yearly rent. 2. Commercial: Individual Travelers for business purpose. 3. Resort: Holiday makers, Tourists, (Health ground) 4. International: luxurious, Guidelines, stars, mgmt 5. Floating: On water surface (old Luxury Ships) Classification: 1. Approved (official stamp ministry of Tourism & civil Aviation) v/s Un Approved. 2. Basis of Star. 3. Grades. Marketingbill is the proof User BehaviourDynamic, lifestyle, Transformation. SegmentationGeographic + Classification + Psycho graphic. (UK) ACORN: A classification of regional neighborhood. M.I.S. Facility, Customer & Business Grid. Product: Location, Building, Architecture, Bedroom, Function room like library, Product basically services! Such as boarding, lodging, entertainment, shopping, personal care, medical, communication & transport. Promotion: Quality of service! Word of mouth, convert occasional to Regular visitor!

AdvertisingMedia selection+ Creativity. PublicityPrinted, personal, etc. Sales Promotion Brochure, Folder, packing, leaflets, direct mail, Exhibition, display Personal selling: social skill! Tele- marketing Communicative ability Price mix: Menus, drinks, Discount policy 1. Room tariffs 2. Foods & Beverages 3. Functions Place: 1. Inside selling Hotel USERS. 2. Outside selling Hotel Travel agent Users. 3. Outside selling Hotel Tour operators Travel agents Users. People:

Tour Marketing. Beauty is for the people. Thomas Cook Activity by choice undertaken outside home Tourism {International conference Tourism society 1981 England} Totality of relationship & phenomenon from travel & strangers. Largest industry: 200 million increase to 350 million in 5 years by WTTC World Tourism & Travel Congress. Users: Non-users, Potential, Actual, Occasional, Habitual Behavior: High degree involvement complex Behaviour Dissonance Reducing Behavior. Low Degree Involvement Variety seeking behaviour. Habitual seeking behavior. Products: Accommodation, transportation, attraction, restaurant, recreation, shopping Brand Decisions Promotions: Advertising, group meet, NEST, publicity to strength P.R. Sales Promotion: Word of mouth, personal selling, Tele-marketing, feedback Price Mix: Price as Motivational Tool + Sensitivity Place mix: Producers (Carriers, Accommodation & Attraction) supportive services Pvt. Sector (Guide, Travel insurance etc.) Supportive service public Sector (National Tourist Organization, Government Resorts or set-ups port services) Tour operator + agents People: Travel guide-Guide M.O.T- Moment of Truth Any transaction-started by Dr. Bernio. It is called transaction analysis transaction between two both ways in any way of communication.

Transport Marketing Transport = Catalyst of economic Transformation. Tr. M identification of most profitable market now Users (a) General (b) Industrial Behavior: Identify level of expectations. Marketing Mix Segments Railways Class, sex, age, train, rural, urban, Agricultural, social institutional Roads Passenger, state, private, school, college, offices, transport operators, institutional. Impersonal, motor vehicle act, technology. Civic Amenities. Ad. ? Low social cost, public state corporation. s. Promotion. Agents Demand and supply special, Niche. Gap bridging locations, truths. Consistency Aviations. Passenger, cargo, mail, psychoanalytic, security.

Product & product Tangible, dev. intangible for passengers, freight, pipeline, mail, consultancy. Promotion Ad-info, care, public-media rapport, s. pro concession Input + cost & policy makers Infrastructure, people in contact Ethics & training

High involve, technology, breakeven, fare Rationed

Ad-info + new publicmedia, cooperative s. pro. Tr. Agents. Civil. Aviationministry, demand fluctuations. Agencies & associations. Performance

Pricing

Place Mix People

BANK MARKETING. 1858 Governor generals council realized the need for a national bankSBI Constitution Social Welfare & Regional Imbalance 1951plan, 1969nationalization (scheduled banks) vertical & horizontal banking, 1980List Deryk weyer of barclays bank pioneer Bank mktg. Users general, industrial & prospects! Behaviorsafety, close, convenience, personal business sense, facilities, spread, contact Social factor: life style and family fabric, Govt. Goals linking to Economic and Psychological factors M.I.SBranch, Region, and corporate level, both horizontal and vertical spread Market ResearchAll Marketing a tool Market Intelligence Especially in corporate world Segmentation: 1. Agriculture 10acre+, 5-10, 2-5. 2. Industry L/M/S/co-operate sector 3. Services All list 4. House hold H/M/L (income group) 5. Institution educational Product: new services ATM, Pay by phone, Credit card, Auto Banking {By 2007 No Currency} Promotion: Advertising, P.R, Personal selling, Word of Mouth, Tele-marketing Price: RBI guidelines, interest rates (slabs) Place: Location choice, time, furnish, front line desk. New innovative, approaches old citizen meet People: Alex of money changers