Introduction to Services

It is largely intangible and does not give rise to any ownership. and performances provided or coproduced by one entity or person for another entity or person.Definition ‡ Services are deeds. Its production may or may not be tied to a physical product. ‡ Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. . processes.

Scope of Services Marketing ‡ ‡ ‡ ‡ Consumers Business Organizations Institutions Government .

‡ Service-Based Economies ‡ Service as a Business Imperative in Manufacturing and Information Technology. ‡ Products have become more complicated.Why Services Marketing? ‡ Individual Incomes are increasing and people are becoming busier. ‡ Deregulated Industries and Professional Service Needs. ‡ Service Marketing is Different ‡ Service Equals Profits ‡ But Service Stinks .

Service and Technology ‡ ‡ ‡ ‡ ‡ Potential for New Service Offerings New ways to Deliver Service Enabling both customers and employees Extending the Global Reach of Services The internet Is a Service .

The Paradoxes and Dark Side of Technology and Services ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Control/Chaos Freedom/Enslavement New/Obsolete Competence/Incompetence Efficiency/Inefficiency Fulfills/Creates Needs Assimilation/Isolation Engaging/Disengaging .

Service Marketing Mix ‡ ‡ ‡ ‡ ‡ ‡ ‡ Product Price Place Promotion Physical Evidence People Processes .

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