Scribd Logo
Hochladen

Willkommen bei Scribd!

  • Marketing of Services: An Introduction

    Hochgeladen von

    Shikha Gupta
    12 Ansichten22 Seiten
    This document discusses marketing of services. It begins by asking what makes marketing of services different from traditional goods marketing. It then lists various service industries like healthcare, tourism, banking, education, and more. The document explains that marketing involves utilizing resources to create and distribute products and services to satisfy customer and organizational goals. It defines services as intangible performances that may involve physical products and creates benefits through change in customers, possessions, or intangible assets. It also outlines that services make up a large and growing portion of the global and Indian economies, demonstrating high and increasing shares of GDP, employment, FDI, and exports. Various reasons for the growth of the service sector are changing lifestyles, technologies

    Originalbeschreibung:

    introduction of services marketing

    Originaltitel

    01 Introduction

    Copyright

    © © All Rights Reserved

    Verfügbare Formate

    PDF, TXT oder online auf Scribd lesen

    Stufen Sie dieses Dokument als nützlich ein?

    Sind diese Inhalte unangemessen?

    Dieses Dokument melden
    This document discusses marketing of services. It begins by asking what makes marketing of services different from traditional goods marketing. It then lists various service industries like healthcare, tourism, banking, education, and more. The document explains that marketing involves utilizing resources to create and distribute products and services to satisfy customer and organizational goals. It defines services as intangible performances that may involve physical products and creates benefits through change in customers, possessions, or intangible assets. It also outlines that services make up a large and growing portion of the global and Indian economies, demonstrating high and increasing shares of GDP, employment, FDI, and exports. Various reasons for the growth of the service sector are changing lifestyles, technologies

    Copyright:

    © All Rights Reserved
    Als PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    12 Ansichten22 Seiten

    Marketing of Services: An Introduction

    Hochgeladen von

    Shikha Gupta
    This document discusses marketing of services. It begins by asking what makes marketing of services different from traditional goods marketing. It then lists various service industries like healthcare, tourism, banking, education, and more. The document explains that marketing involves utilizing resources to create and distribute products and services to satisfy customer and organizational goals. It defines services as intangible performances that may involve physical products and creates benefits through change in customers, possessions, or intangible assets. It also outlines that services make up a large and growing portion of the global and Indian economies, demonstrating high and increasing shares of GDP, employment, FDI, and exports. Various reasons for the growth of the service sector are changing lifestyles, technologies

    Copyright:

    © All Rights Reserved
    Als PDF, TXT herunterladen oder online auf Scribd lesen
    Markieren Sie unangemessene Inhalte
    von 22

    VK Mehta

    What is this service in your subject title?

    Why another separate subject on marketing?

    Why everyone is talking about SERVICES?


    What makes marketing of Services so different from marketing we
    know?

    What can be done to market services more efficiently and effectively?

    Marketing of Services

    Health care

    Tourism

    Information &
    data
    processing

    Construction

    Telecommunication
    Transportation
    (freight &
    passenger)

    Banking &
    Stock-broking
    Education

    Retailing

    Insurance

    Professional
    consultancy

    Hospitality,
    Restaurants,
    bars, catering

    News &
    entertainment
    3

    PODC
    4 Ms
    Resources

    Marketing is the process of planning and


    executing
    With optimal utilization of
    Men, Machines, Materials & Money for

    4 Ps
    Marketing Mix

    the conception, pricing, promotion and


    distribution

    Product Blend

    of idea, goods and services

    Two
    Objectives

    to create exchanges that satisfy


    Customer and organizational goals.

    Marketing of Services

    An act or performance offered by


    one party to another.
    Intangible Performances,
    but may involve use of physical products.

    Marketing of Services

    An
    economic
    activity
    that does
    not result
    in
    ownership

    A process that creates benefits by


    facilitating a desired change in

    customers
    themselves,

    physical
    possessions

    Marketing of Services

    intangible
    assets

    Includes businesses, government


    institutions, agencies, nonprofits
    Consistently growing
    Most of the Jobs opportunities in this
    sector
    Marketing of Services

    Service organizations size variation


    from huge global corporations

    to local small businesses

    Adds more economic value than


    agriculture, raw materials and
    manufacturing combined
    Marketing of Services

    Service elements
    within an
    organization
    that:
    facilitate
    creation of
    or

    add value to
    its final output

    Some internal
    Services:

    Trend in Internal
    Services

    Accounting &
    payroll

    Housekeeping
    & Landscaping

    Administration

    Transportation
    & Catering

    Recruitment &
    training

    Legal Services

    Marketing of Services

    Increasing
    outsourcing

    Hi
    Bread
    Soft drinks
    Computer
    Hardware

    New Car
    Custom-clothing
    Fast Food Restaurant
    Cosmetics
    Hospital Care
    Airline Flight
    Teaching
    Lo

    Intangible Elements

    Investment Advice
    10

    Marketing of Services

    Hi

    Its Contribution to India Economy

    Source : Economic Survey of India, 2010-11

    High Share
    in GDP from
    Services

    Growing
    Employment
    in Services

    FDI in
    Services

    Services
    Export

    High
    Share in
    GDP from
    Services

    Rapid increase in share of services in


    GDP:
    from 30.5% (1950-51) to 55.2% (2009-10)
    to 63.4% (2009-10) (With construction also
    included)

    Services GDP growth continuously above


    overall GDP growth
    pulling up the overall GDP since 1997

    High
    Share in
    GDP from
    Services
    70
    60
    50

    40
    % of GDP

    30
    20

    10
    0
    1950 1960 1970 1980 1990 2000 2010
    Year
    Marketing of Services

    14

    High
    Share in
    GDP from
    Services

    Marketing of Services

    15

    High
    Share in
    GDP from
    Services

    Source: CSO

    Growing
    Employme
    nt in
    Services

    Agriculture
    Sector:

    Services
    Sector:

    Dominant,

    Second to
    Agriculture,

    but reducing
    share

    but rising
    share

    Growing
    Employme
    nt in
    Services

    Agriculture
    Services

    Industry

    Time, per Capita Income


    18

    Growing
    Employme
    nt in
    Services

    FDI in
    Services

    Problem
    to
    measure
    Services
    share in
    FDI
    inflows

    difficult to
    clearly
    differentiate
    activities
    between
    services
    and goods

    FDI share of major Services (in Dec 10)

    51%
    Business
    Services financial &
    non-financial

    21%

    Computer
    hardware &
    software,

    8%

    Telecom

    8%

    Housing &
    Real Estate

    7%

    Constructio
    n Activities

    7%

    Services
    Export

    India also moving towards a services-led export growth

    Total trade including services as part of GDP:

    2000-01
    29.2 %
    2008-09
    53.9 %
    2009-10
    46.1 %

    Export growth 2004-05 to 2008-09:


    Goods 22.2%

    Services 25.3%

    2009-10 Slowdown
    Less decline in services
    export growth

    (Global Recession)

    Marketing of Services

    21

    Reasons for Growth


    in Service Sector

    Changing Life-style

    Changing World

    Changing Economies

    Changing Technology

    Increase in
    Affluence

    Increased
    Complexity
    of life

    Globalisation

    Range of
    new products

    Increase in
    Leisure Time

    Increased
    Life
    Expectancy

    Privatisation/
    Deregulation

    Product
    Complexity

    Women in
    Working Places

    Ecology &
    Resource
    Concerns

    Marketing of Services

    22

    Das könnte Ihnen auch gefallen