MARKETING AND SERVICE MANAGEMENT

Lecturer Department of Management Kristu Jayanti College

Syed Kazim

Ajai Abraham Thomas

Lecturer Department of Management Kristu Jayanti College

Preface
This book has been designed to serve the students of 2nd semester B.Com Bangalore University, to familiarize the students with the principles of marketing and focus them towards marketing and management of services. Marketing is to be considered the most critical function of a business. In a business organisation, the marketing division generates the revenues essential for the survival and growth of the company. The finance department manages these revenues and the departments like production of manufacturing, R&D, etc., use them to create products and services. But the real challenge to producers or manufactures lies in generating those revenues profitably, by satisfying customers in a socially responsible manner. People in many countries rely more on services. Developing countries like India are also relying more on the service sector. In this context, managing firms providing services is becoming vital but complex activity. Professional management of service units will also go a long way in developing the economy. The book has been divided into five units as follows: 1. Introduction to Marketing 2. Marketing Environment 3. Marketing Mix 4. Introduction to Service Management 5. Service Sector Management Review questions are given at the end of every unit for self study. The students may answer the questions to enrich their knowledge in the subject. I would invite the readers to give their valuable suggestion and recommendations for a better edition for the future. The dignity and power of each society lies in the student it nurtures. A vigilant student society with constructive thoughts is a real boon to every generation. Syed Kazim syedkazim_123@yahoo.co.in Ajai Abraham Thomas ajabth@gmail.com

Acknowledgement
I would like to thank Almighty God for giving me the knowledge, capability and strength for writing this book. This book has been made possible through the direct and indirect cooperation of various persons whom I wish to express my appreciation and gratitude. My intellectual debt is to those academicians and practitioners who have contributed significantly to the emerging field of personality development and whose work has been quoted copiously and used extensively be me in my writing for this book. I am extremely grateful to Fr. Sebastian T.A - Principal, Kristu Jayanti College, Fr. Jose P.J - Financial Administrator & H.O.D. MSW and Fr. Augustine George, H.O.D., Computer Science, who gave me an opportunity to work in this esteemed institution and motivated me to contribute in the field of management and academics as a whole. I would also like to thank Mr. Surendranath Reddy - Head of Department Department of Management, for his support and encouragement. I am beholden to my parents and other family members for their blessings, my mother for her sacrifices and encouragement and my father for provided me with all the best possible facilities and resources. I would also like to thank all the other people who have directly and indirectly helped me in completing the book. I am indebted to Mr. Reddy Marketing Manager - Subhas Stores for the effort they have put in for making the book a reality. Last but not the least; I sincerely thank all those whose references have been quoted for making the content more presentable to the readers.

Syed Kazim

Students Charter
Student

Become a Student of Change & Challenge towards a Positive & Constructive Purpose. Responsibility of Learning is the Distinguishing Feature of Student Life. First Lesson to be learnt by a Student is the Art of Humility. Student is the Instrument of Divinity, his Aim being upholding the Justice.

Education It is the Most Powerful Weapon to Change the World. Its Aim is to Gain the Knowledge, not of Events, but of Values. It is for improving the Lives of Others, Serving the Society and ultimately leaving the Community better than we found it. It makes people Easy to Lead, but Difficult to Drive; Easy to govern, but Impossible to Enslave. It enables a man to find the Truth of Universe, Aim of Life & Human Beings itself.

Campus

Campus is the Most Basic Unit in Nation Building. Real Responsibility of Campus is the Creation of Righteous, Dynamic & Committed Human Beings, not Slaves for the Market Economy. It must create an Atmosphere of Tolerance and Constructive Dialogue of Ideas & Values. Campus is not a Canteen with some Classrooms attached; Canteen is also a Classroom with some Healthy Discussions attached.

MARKETING AND SERVICES MANAGEMENT SYLLABUS

OBJECTIVE: To familiarize the students with the principles of marketing and focus them towards marketing and management of services Unit 1: INTRODUCTION TO MARKETING 12 Hours Meaning and definition - Goals Concepts of Marketing Approaches to Marketing Functions of Marketing. RECENT TRENDS IN MARKETING - e-business Tele-marketing M-Business Green Marketing Retailing, Relationship Marketing Customer Relationship Management. Unit 2: MARKETING ENVIRONMENT 12 Hours Meaning demographic- economic natural technological political legal socio cultural environment. MARKET SEGMENTATION AND CONSUMER BEHAVIOUR - Meaning & Definition - Bases of Market Segmentation Consumer Behaviour Factors influencing Consumer Behaviour. Unit 3: MARKETING MIX 16 Hours Meaning elements PRODUCT product mix, product line product life cycle product planning new product development branding - packing and packaging. PRICING factors influencing pricing, methods of pricing (only meaning), and pricing policy - PHYSICAL DISTRIBUTION, meaning, factors affecting channels, types of marketing channels, PROMOTION meaning and significance of promotion personal selling and advertising. Unit 4: INTRODUCTION TO SERVICE MANAGEMENT 10 Hours Meaning of services characteristics of services classification of services marketing mix in service industry growth of service sector. Service processes Designing the service process service blueprint back office & front office process. UNIT 5: SERVICE SECTOR MANAGEMENT 10 Hours Tourism and Travel Services concept, nature, significance and marketing. Health Care services concept, nature, significance and marketing. Educational services - concept, nature, significance and marketing.

SKILL DEVELOPMENT Identify the producer of your choice and describe in which stage of the product life cycle it is positioned. Suggest strategies for development of a product. Study of Consumer Behaviour for a product of your choice. Develop an Advertisement copy for a product. Prepare a chart for distribution network for different products.

BOOKS FOR REFERENCE 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Philip Kotler - Marketing Management J.C. Gandhi - Marketing Management Stanton W.J. etzal Michael & Walker, Fundamentals of Management. Jayachandran ; Marketing Management. P N Reddy & Appanniah, Essentials of Marketing Management. Sontakki, Marketing Management. Dr. Shajahan. S; Service Marketing (Concept, Practices & Cases); Himalaya Publishing House; Mumbai; First Edition 2001. Cengiz Haksever etal Service Management and Operations; Pearson Education. Ramesh and Jayanthi Prasad : Marketing Management I.K. International Publishers Usha Devi, Bhargavi, Jyothi-Service Management. K. Karunakaran; Marketing Management.

CONTENTS
Chapter No. 1. 2. 3. 4. 5. Chapter Introduction to Marketing Marketing Environment Marketing Mix Introduction to Service Management Service Sector Management Page No. 01 52 53 93 94 169 170 195 196 239