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SERVICES MARKETING

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S.POUGAJENDY AP/MBA/SREC

targeting and positioning. methods – Service marketing triangle .CODE:BA9253 .SERVICES MARKETING SYLLABUS UNIT – I INTRODUCTION 9 Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services .Integrated Service marketing communication. UNIT – V SERVICE STRATEGIES 9 Service Marketing Strategies for health – Hospitality – Tourism – Financial – Logistics Educational – Entertainment & public utility Information technique Services – case studies 2 .Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation.Challenges and issues in Services Marketing. Service Channel – Pricing of services. UNIT – IV SERVICE DELIVERY AND PROMOTION 9 Positioning of services – Designing service delivery System. UNIT – III SERVICE DESIGN AND DEVELOPMENT 9 Service Life Cycle – New service development – Service Blue Printing – GAP’s model of service quality – Measuring service quality – SERVQUAL – Service Quality function development. UNIT – II SERVICE MARKETING OPPORTUNITIES 9 Assessing service market potential .

Pearson Education. Hoffman. 2007. Biztantra. Halen Woodroffe. Kenneth E Clow.TEXT BOOKS &REFERENCES TEXT BOOKS 1. Essentials of Service Marketing : Concepts. 2004. 2004. K. Services Marketing. Valarie Zeithaml et al. et al.Lovelock and Jochen Wirtz. Services Marketing. Thomson Learning. 2008. REFERENCES 1. Cengage Learning. 2. McMillan. New Delhi. Services Marketing. 3. 2nd Edition. Marketing of Services. Chiristropher H. Services Marketing Operation Management and Strategy. Strategies and Cases. Christian Gronroos. Services Management and Marketing a CRM 3 . 2. 4. 1st Edition. 2nd Edition. New Delhi. Douglas Hoffman et al. 5. 2003. 5th International Edition.

SERVICES MARKETING ‡ Defn: A service is any act or performance that one party can offer to another that is essentially intangible and doesn't result in the ownership of anything .brokers . colleges.post office. E. hotels. Its production may or may not be tied to a physical product.banks.insurance.g : Airlines. police. hospitals 4 . real estate companies.

helpful 2) Machinery : state of the art ATMs.g HDFC bank 1) People : quick service. Intangibility ‡ ‡ Inseparability ‡ Perishability ‡ Variability 1.CHARACTERISTICS OF SERVICE 1. 5 . ‘Tangibilize the intangible´ e. 2. 3. WAN network etc will connote modern and effective bank. Interior ambience : should connote class. felt.courteous. 3) Place : Exterior. tasted. 4. Intangibility : Cannot be seen . heard or smelled before purchase.

6 . Inseparability: Services are typically produced and consumed simultaneously. train represent business which is lost forever.CHARACTERISTICS OF SERVICE (CTD) 2. idle seats in bus. 3.‡ erishability: P Services cannot be stored. Unused electric power. Eg: Empty seats in a stadium for a cricket match cannot be carried over to provide more seating in the next match.

CHARACTERISTICS OF SERVICE (CTD) 4. ‡ 7 . since they depend on who provides them and when and where they are provided Eg: Indian airlines doesn't give the same quality of service on its each flight. Variability OR Inconsistency Services are highly variable .

NATURE OF SERVICE Service is an intangible offering with little or no transfer of physical products to the customer  Service is one part of product-service mix being offered to customers  The main offering is the product but the supplier also provides some services  Every product or service or any combination of a mix of the two. ultimately is supposed to provide service for customers  8 .

SCOPE OF SERVICE Tremendous scope for employment  Highly rewarding  Globalised opportunities  Challenging  Scope for innovation  Scope for self employment  Suited for women ( customer courtesy)  9 .

SIGNIFICANCE OF SERVICE MARKETING Intensive competition  Growing consumer awareness  Increasing specialization (hospitals. hotels)  Market sophistication  Technology  10 .

IMPORTANCE OF SERVICES Advances in technology  Growth in per capita income  A trend towards outsourcing  Deregulation  Increasing growth in retailing due to increase in propensity to consumer  11 .

distribution and consumption are simultaneous processes An activity or process Core value produced in the buyerseller interaction Customers participate in production Cannot be kept in stock No transfer of ownership 12 .DIFFERENCE BETWEEN PHYSICAL GOODS AND SERVICES Physical goods tangible homogeneous Production and distribution are separated from consumption A thing Core value processed in factory Customers do not participate in the production process Can be kept in stock Transfer of ownership Services intangible heterogeneous Production.

and education. The service economy in developing countries is mostly concentrated in financial services. health. In the management literature this is referred to as the servitization of products 13 . Products today have a higher service component than in previous decades.SERVICE ECONOMY Service economy can refer to one or both of two recent economic developments. One is the increased importance of the service sector in industrialized economies.

ROLE OF SERVICES IN ECONOMY 14 .