A PROJECT REPORT ON

A COPERATIVE STUDY ON MARKETING SERVICE OF EDUCATIONAL INSTITUTE IN JODHPUR WITH SPECIAL REFERENCE TO AISHWARYA COLLEGE OF EDUCATION

Submitted in partial fulfillment to the requirement of Bachelor of Business Administration (B.B.A.) -2011

JODHPUR (Raj.) Project Submitted to; Dr. (Mrs.) Santosh Bohra (Project Co-ordinator) Submitted by; Parkash Kumar Enrollment No:- 08/16722 BBA Part:- III Ph:- 09950686979

Project Supervised By; Mrs. Shikha Jain Co-ordinator (Aishwarya College of Education)

An ISO 9001:2000 Certified College A-9 1ST Extension, Kamla Nehru Nagar, Jodhpur (Raj.)

CERTIFICATE This is to certify that Mr. PARKASH KUMAR Enrollment No: 08/16722 has proceeded under my supervision his Research Project on A COMPRATIVE STUDY ON MARKETING SERVICE OF EDUCATIONAL INSTITUTE IN JODHPUR WITH SPECIAL REFRENCE TO AISHWARYA COLLEGE OF EDUCATION The work embodied in this report is original and is of the standard expected of an BBA student and has not been submitted in part or full to this or any other university for the award of any degeree / diploma. He has completed all requirements of guidelines for project report and the work is fit for evaluation.

(Dr. (Mrs.) Santosh Bohra) Project Co-ordinator, Aishwarya College of Education

UNDERTAKING I herby declare that total work of this project entitled A COMPRATIVE STUDY ON MARKETING SERVICE OF EDUCATIONAL INSTITUTE IN JODHPUR WITH SPECIAL REFRENCE TO AISHWARYA COLLEGE OF EDUCATION is an original work of mine is done during the month May June as a part of Summer Training under the guidance of Dr. (Mrs.) SANTOSH BOHRA to the best of my knowledge and beliefs the facts mentioned in the reports are true.

PARKASH KUMAR Enrollment no:- 08/16722 BBA PART:- III

ACKNOWLEDGEMENT

I must express my sincere grateful thanks to Mr. B.S. RATHORE, Director Aishwarya College of Education for his Contribution and invaluable Co-opration to this small piece of work. It is not justified to show a candle of light to a shining sun but the same time it will be an induce by not expressing any deep sense of gratitude to admire my supervisor / Guide Dr. (Mrs.) SANTOSH BOHRA, who spanned untold hour helping me throughout out acted like guide star. I would like to extend by special sunrises thanks to Our Coordinator Mrs. SHIKHA JAIN, Mr. RAJEEV GUJRAL (Head Department of Management studies), and Mr. SHAJI PETER (Head of Marketing Department), for their academy help to my project work. I would like to record my gratitude to my PARENTS & Almighty GOD. Whose timely and never failing increment has been great source of inspiration in compilation his of this work. I especially express my thanks to all teaching and non teaching staff who have directly or indirectly help me in completion of this project work.

With Honor & Regard: Parkash Kumar BBA Part III

TABLE OF CONTENTS
AISHWARYA COLLEGE: ABOUT AISHWARYA COLLEGE FACULIES AND STRENGTH OF AISHWARYA COLLEGE PATRONAGE OF AISHWARYA COLLEGE INFRASTRUCTURE OF AISHWARYA COLLEGE COURCE OFFERED FROM AISHWARYA COLLEGE TRAINING AND PLACEMENT PROCESS OF ACE EXTRA CARRICULATIVE OF AISHWARYA COLLEGE MARKETING SERVICE: INTRODUCTION; MARKETING OF SERVICE DEFINITION OF MARKETING MARKETING RESERCH SERVICE THE CONCEPT CHARACTERSTICS OF SERVICE GOODS AND SERVICES A COMPERATIVE ANALYSIS CUSTOMER SERVICE SERVICE MARKETING; THE CONCEPT SAILENT FEATURES OF MARKETING SERVICE WHY MARKETING OF SERVICE? THE FORMULATION OF MARKETING MIX 7 Ps OF SERVICE MARKETING CONSUMER BEHAVIOUR IN SERVICE PROCESS & SERVICE MARKETING SIGNIFICANCE OF SERVICE MARKETING RESERCH METHODOLOGY CONCLUSION BIBLIOGRAPHY

Education, be it in any discipline forms the nodal point of persons character, it is not necessarily any one particular discipline is responsible for outlining the future escalation and development, success of a person depends on making the right choices which means selecting the subjects of preferential interests and moving forward in the direction aimed for ones self.

GTET
Gayatri Technical Education Trust a registered charitable trust striving for the upliftment of the society emulates the philosophy of Management to cater to

The educational needs of the society. Dedicated educationalists and enlightened citizens from Jodhpur city and outside form the team and the core management. Our goal to serve humanity through education is not governed by profit motive but by sincere effort to impart culture and value based modern education that makes us stand out of the crowd.

AISHWARYA COLLEGE OF EDUCATION

Aishwarya College of Education established in 1999 under the aegis of Gayatri Technical Education Trust achieves another milestone by entering into 11th year of its commitment towards betterment of education standards in W. Rajasthan. At ACE we explore and develop the arenas of students talent yet undiscovered and try to make them proficient in the field that they wish to explore. The team of highly qualified and academically profound professionals is dedicated towards cultivation of thought process that motivates students for self development and excellence as we believe that we are our competitions ourselves and nobody other than us can defeat us. This fact is also highlighted by our own institutional growth and the goals set by us for ourselves. At ACE we try to provide best facilities and environment that automatically leads to the generation of will full understanding and zest towards the academic and professional inclination of the students. The infrastructure and growth opportunities available to the students are incomparable as every individual here is treated as a professional and not merely a student and encouraged to implement positive attitude leading towards development of natural panache.

Physically located in heart of the city within the easy approach and the amenities to reckon with, the college has won accolades over the years for its performance academically as well as for all round development of students which is one of the major reasons for the students from various far flung areas enrolling in the college.

ABOUT AISHWARYA COLLEGE

CHAIRMAN'S DESK Let us think of education as the means of developing our greatest abilities, because in each of us there is a private hope and dream which, fulfilled, can be translated into benefit for everyone and greater strength for our nation John F Kennedy [Bhupendra Rathore] Singh

Urge to succeed and mission to excel are infectious and determine the path towards accurate direction, this accompanied with the revered values and positive attitude lead to the corridor of accomplishments with the consistent growth rate. This ideology coupled with the optimistic manner of adopting the constructive changes and nurturing the enlarged vision is an assured formula of success. Towing the lines of these thoughts and maintaining the tradition of holistic development we at ACE try to mentor our students considering socio-cultural dynamics & aspire towards developing true professionals. We hope to achieve to the hilt philosophy of our founder members to cater to the educational needs of the society adhering to the mission of Quality Education at Affordable Price. I on behalf of ACE family wish the budding experts and aspiring legends all the very best in their every future endeavor.

VISION
To create education environment which will help us in carrying forward our mission and self sufficed dictum to achieve eminence at all levels through incomparable performance in all the spheres related to education. We value the traditions along with enhancement of personal growth, therefore, the emphasis is being laid on quality, modern education, which can help the community to get out of the shadows and regain the place of prominence in the learned circles.

MISSION
Catering the higher education needs of the society at large, by providing multi-disciplinary, professional education, that would help students carve their own niche in the society. To achieve this goal we follow the motto of Quality Education at an Affordable Price. We wish to churn out the citizens of tomorrow who have modern approach and outlook

towards development and the sense of duty and belongingness to the community, society and nation.

FACULTIES AND STRENGTH OF AISHWARYA COLLEGE

L to R 1st row Mr.Joseph Dickenson, Mr.S Peter (HOD Mgmt. Dept), Mr.M D Bissa, Dr. R L Dadhich (Principal), Mr. B S Rathore (Chairman), Mr. R S Thapa (HOD Comp. Sc. Dept.), Mr. Naveen Joshi, Mr. Shailendra Purohit L to R 2nd row Ms. Shradha Dadhich, Ms. Mridula Chanda, Mrs. Mamta Chouhan, Mrs. Shikha Jain, Ms. Swapna Bohra, Mrs. Kavita Gehlot, Ms. Priyanka Tapria L to R 3rd row Mr. Ravindar Panwar, Mr. Arind Pareek, Mr. Surendra Singh Rathore, Mr. Raghunath Patel, Mr. Giriraj Kalla, Mr. Kailash Soni, Mr. Gajendra Chouhan, Mr. Basant Kalla L to R 4th row Mr. Amit Gujral, Mr. Anil Choudhary, Mr. Devesh Abusaria, Mr. Chetan Parihar, Mr. Sanjay Dewasi, Mr. Ashish Garg, Mr. R S Sodha

PATRONAGE OF AISHWARYA COLLEGE

Students are provided with world class infrastructure to make education a fruitful learning experience which include the basic amenities such as labs with latest and best configurations, air cooled lecture rooms, library with ever expanding capacity, one of the best auditoriums in Jodhpur, audio-visual aids for teaching At ACE we work as an integrated family and we feel that parents and teachers alike are responsible for the development and growth of the student, therefore, the regular interactive sessions between parents and teachers are organized to keep them updated with their childs activities and performance and also to apprise them of the working and contribution being made by the college for the development of students. A step in line with this thought is the formation of Advisory Committee which comprises talented and academically inclined students, faculty members and management representatives to handle the student related issues with smoothness and ease. Other important aspects and overview of education at ACE are highlighted.

Smart Campus
ACE is the first college in W. Rajasthan to acquire Smart Campus facility which reiterates our commitment towards technological advancement and providing students with the best available for their academic well being. Smart Campus is anytime, anywhere access of college and student details, available to students, staff & parents alike.

Book Bank Facility

Nurturing the philosophy of GTET to cater to the educational needs of society following the mission of Quality Education at Affordable Price the unique feature of book bank supplementing the library facility is under practice.

Scholarship Scheme
In order to boost up the morale of meritorious students to excel in their academic pursuits, an award and scholarship scheme is introduced by the college management. The college scholarship scheme includes discount up to 75% of the tuition fee depending up on the performance of the student in the semester/year end University Theory exams. Best students awards are given to the students for their outstanding performance in the following areas Like Academics, Cultural Activities, Sports, Best attendance, Discipline Assistance is also provided to the SC/ST/OBC students for the Special scholarship scheme run by the government that includes a refund of the total expenditure (as per govt. norms).

INFRASTRUCTURE OF AISHWARYA COLLEGE

AUDITORIUM
A centrally air-cooled and spacious auditorium that provides a strong platform for debates, seminars, presentations, work shops, cultural activities and for annual ceremony is available and can comfortably accommodate approx. 500 individual audiences.

COMPUTER LAB
Fully air-conditioned & power backed computer lab equipped with latest hardware as well as wide range of licensed software system, application software and high performance network (wired and wireless) of Desktops/ Servers so as to provide a hassle free work environment to 120 students during the lab sessions. The students are given independent system to gain knowledge as well as hands on experience in different software environments. The highly advanced computer center is equipped with High Speed HCL Computers. For extensive exposure to the huge and worldwide knowledge base, dedicated 2Mbps Internet access is open to all the students.

ELECTRONICS LAB
One fully air-cooled & power backed lab equipped with latest, branded and high performance standard scientific/ digital equipments (Digital I.C. Trainers, Microprocessor boards, etc) so as to provide a hassle free experimental work environment to 60 students during the lab sessions.

PHYSICS LAB
One fully air-cooled & power backed lab equipped with latest, branded and high performance standard scientific equipments so as to provide a hassle free experimental work environment to 60 students during the lab sessions.

LIBRARY

Library is the soul of any Institute. It is the foundation of innovativeness, inspiration and insight both for students as well as faculty. ACE has fully air- cooled, power backed and sound proof Library facility in a spacious section of the college building for its students as well as staff to enhance their skills. Library has a good stock of and has a stock of more than 12000 books on various topics and journals and periodicals in specific fields. The library also includes several books to motivate & inspire the students for their overall academic & personal enrichment. A separate reading room is provided for peaceful learning. Under our unique Book-Bank scheme books are provided to all the students the complete book set for the respective programme at the very first day. These books remain with the student until the completion of semester/ year end exams.

HOSTEL

College has centrally Aircooled hostel facility only for boys. The rooms are spacious clean and well ventilated with recreational facilities. Facilities like Cable TV, Common Rooms and medical facilities are available round the clock. High standard of discipline is maintained to attain perfection in the quest for outstanding performance in the field of education.

CAFETERIA
The college provides cafeteria facilities with in the college premises with high quality & hygenic food. It caters to the needs of every hungry souls on the campus. The cafeteria serves all kinds of snacks, fastfood, lunch to the students as per their needs. The colleges code of conduct is strictly maintain specially in cafeteria area.

COURCE OFFERED FROM AISHWARYA COLLEGE

JNVU
Introduction Dr. S. Radhakrishnan, the President of India inaugurated the than University of Jodhpur on 24th August, 1962. In his inaugural address the Hon'ble President revered Prof. Radha Krishnan desired and defined the goals and objective of the then Jodhpur University now J.N.V.U". That the young people, who will be educated in this university , will go forward not as prisoners of the past, but as pilgrims of the future; will develop in them a spirit of dedication, a spirit of renunciation, a spirit of whole-hearted, single-minded concentration on the advancement of the knowledge, whether in science or humanities." Programmes offered Bachelor of Business Administration (BBA) Full Time Eligibility 10+2 (any discipline), min. 50% Duration 3 Years Medium English/ Hindi Bachelor of Computer Applications (BCA) Full Time Eligibility 10+2 (any discipline), min. 48% Duration 3 Years (6 semesters) Medium English/ Hindi Bachelor of Commerce (B.Com) Full Time Eligibility 10+2 (any discipline),min. 45% Duration 3 Years Medium English/ Hindi Bachelor of Science (B.Sc) Full Time Eligibility 10+2 (any discipline),min. 48%

Duration Medium

3 English/ in

Years Hindi H.R.

Post Graduate Management

Diploma

Post Graduate Diploma in Marketing & Sales Eligibility Graduation (any discipline) Duration 1 Year Medium English /Hindi

MCNUJC
Introduction Makhanlal Chaturvedi National University of Journalism & Communication, Bhopal, was set up by Act Number 15 of 1990 of the Legislative Assembly of Madhya Pradesh. The University is named after Makhanlal Chaturvedi, a renowned Freedom Fighter, Poet and Journalist. This University was formally inaugurated by Dr. Shankar Dayal Sharma, the then Vice President of India, on 16th January, 1991. The University is a member of the Association of Commonwealth Universities and the Association of Indian Universities (AIU). It is not an Open University providing Distance Education. It does not provide education through correspondence. The degrees/ diplomas awarded by the university are fully recognized by UGC/ AICTE. It is not a Conventional University having limited territorial jurisdiction. It has jurisdiction through out the country.In keeping with its national character :

The Vice President of India is the Visitor of the University The General Council of the University, which is its Apex Body, comprises, amongst others, the following:o o o o

A member of the Lok Sabha, nominated by the Speaker of Lok Sabha A member of the Rajya Sabha, nominated by the Chairperson of Rajya Sabha Chairman of the Press Council of India Ten members representing different States of the country. Five of them are nominated by Chief Ministers of respective States. The remaining five are representatives of five Indian languages Three members representing three All India Professional Bodies.

Five professionals from various parts of the country.

Programmes offered

Bachelor of Computer Applications (BCA) Full Time o Eligibility 10+2 (any discipline), min. 50% ( 5% Relaxation for SC / ST) o Duration 3 Years (6 semesters) o Medium English/ Hindi

Diploma in Computer Applications (DCA) Part Time o Eligibility 10+2 (any discipline), o Duration 1 Year (2 semesters) o Medium English/ Hindi Post Graduate Diploma in Computer Applications (PGDCA) Part Time o Eligibility Graduate (any discipline), o Duration 1 Year (2 semesters) o Medium English/ Hindi

Master of Science (Comp. Sc.) Full Time o Eligibility Graduate (any discipline), o Duration 2 Years (4 semesters) o Medium - English/ Hindi

RTU
Introduction Rajasthan Technical University setup in 2005 by Govt. of Rajasthan to enhance technical education in Rajasthan. The university is situated on Kota-Rawatbhata Road, about 10 Km from Kota Bus Stand and 14 Kms from Kota Railway Station. The university aims to cater almost all discipline related to technical education in Rajasthan. At present 60 Engineering Colleges, 08 M.Tech Colleges, 21 MCA Colleges, 69 MBA Colleges and 03 Hotel Management and Catering Institute are affiliated to the University. Programmes offered

Master of Business Administration (MBA) o Eligibility Graduate, min. 50% ( 5% Relaxation for SC / ST) o Duration 2 Years (4 semesters)

GJUS&T
Introduction The Guru Jambheshwar University Of Science and Technology, Hisar was established on October 20,1995 by an Act of the Legislature of the State of Haryana. It was formally inaugurated on November 1, 1995. It is named after Guru Jambheshwar Ji Maharaj, a saint environmentalist of 15th century. The University enjoys a rare distinction of getting recognized by the University Grants Commission under Section 2(f) for recognition of degrees, on 11.1.1996 and, under section 12(B) of the UGC Act to be eligible for central assistance, on 7.2.1997 i.e., within 15 months of its coming into being. The University opted for accreditation by National Assessment and Accreditation Council (NAAC), an autonomous organization of the University Grants Commission, in 2001-02. As a result of the exercise, the NAAC accredited this University at "A" level (institutional score 85%) among the Universities for a period of five-years beginning 2002-03.

Course BBA BBA-RO BSCIT BCA BComIS MBA MCA MScIT MScCS MScTT PGDBA PGDIT PGDCA

Eligibility 10+2 10+2 10+2 10+2 10+2 3 Year Graduation 3 Year Graduation 3 Year Graduation 3 Year Graduation 3 Year Graduation 3 Year Graduation 3 Year Graduation 3 Year Graduation

Duration 3 years 3 years 3 years 3 years 3 years 2 years 3 years 2 years 2 years 2 years 1 year 1 year 1 year

SMU
Introduction The Sikkim Manipal University of Health, medical and Technological Sciences, Gangtok is incorporated Under the state legislative Act ( Act IX of 1995 ) of the Government of Sikkim.It is recognized by the union Ministry of Human Resources Development and by the University Grant Commission. The Degree/Diploma/Certificates of SUM are recognized by all members of Associaton of Indian universities( AIU). The Statue of SUM permits the university to offer programs on a distance mode across the country and abroad. SUM has received approval from the Distance Education Council to offer program on distance mode. The University was set up in Partnership between the manipal Education and Medical Group and the Government of sikkim with the Objective of offering quality education to students and working professionals. Apart from regular on-site programs, the university offers many career oriented programs via distance education. These programs are offered as part of its effort to bring education to the masses and fulfill the growing demand for professionals. POST GRADUATE COURSES Course M.Sc(C.S) Eligibility Duration (I)2 years Bachelors degree in any discipline PGDCA / PGDCSA / (II)1 years (Under PGDCS/ Post B.A or B.SC DCA/BIT or BIS (only those lateral entry enrolled upto year 2000-01) A level of DOEACC (after scheme) graduation) Master of Computer (i)Three Years Bachelors degree in any discipline.M.Sc (C.S.) / Applications (MCA) (ii)one year M.Sc(Software)/M.Sc(IT)/MIT (under laterl entry shceme) MCA (5 Yr. integrated Five years 10+2 or equivalent examination from board of school course after 10+2) Education ,Haryana/CBSEor any other board recognized by board of school Education Haryana/CBSE M.A(Mass Two Years Graduation in any Stream from any recognized University

Communication) M.A.(Mass communication) year

One year (Under PG Diploma in Journalism/Communication /Mass II lateral entry Communication/ Advertising ,public releations from a scheme) recognized university after graduation in any discipline from a recognized university. Master of insurance Two years Any Graduate or Post-Graduate degree from a recognized business (MIB) University or Fellow of ICSI/ICAI/ICFAI/ICWAI. (MBA) Two Years Graduation in any discipline (M.com) Two years Any Graduate from a recognized university or fellow of ICSI/ICAI/ICFAI/ICWAI/similar body. P.G.DIPLOMA COURSES P.G. Diploma in Computer One Years application(PGDCA) P.G.Diploma in Advertising One Years &Public Relations (PGDA&PR) P.G.Diploma in Taxation One Years (PGDT) P.G.Diploma in One Years Environmental management (PGDEM) P.G.Diploma in Bakery One Years Science &Technology(PGDBST) P.G.Diploma in Counseling One Years & Behavior Modification(PGDCBM) P.G.Diploma in industrial One Years safety Management (PGDISM) UNDER GRADUATE COURSES Bachelor of Business Three Years Administration (BBA) B.A. (Mass Comm.) Three Years 10+2 or equivalent examination from Board of School Education, Haryana /CBSE or any other board recognized by Board of School Education 10+2 or equivalent examination from Board of School Education, Haryana /CBSE or any other board recognized by Board of School Bachelors degree in any discipline Bachelors degree in any discipline

Any Graduate or Post Graduate degree from a recognized University of Fellow of ICSI/ICFAI/ICWAI/ICAI Bachelors degree in any discipline

Bachelors degree in any discipline

Post Graduate Degree in any discipline

Graduation in any discipline.

TRAINING AND PLACEMENT PROCESS

Pre-Placement Cell
Preparing students for the corporate world is the foremost aspect of any professional education institution, this is where our pre-placement cell plays an active and major role to groom students to become thoroughly well bred and articulate work force, affecting their self development and the growth of the organization wherever they join. The work profile of this cell incorporates, preparing students according to modern working trends and infuse in them employable skills. This constitutes of industry professionals and subject experts.

Training & Placement Cell

A training and placement cell with very strong orientation works to provide assistance to the students and gives them the opportunity to explore their abilities when they come in contact with real corporate world. List of some of the reputed organizations where our alumni are placed speaks volumes of our dedication towards the commitment made towards students future. Trainings and Placements form backbone of any technical and professional education institution as it readies its students to be a competent part of Corporate World. Being indispensable part of curriculum, our active training and placement cell religiously keeps itself updated and provides assistance to students in requisite fields. Adding to this Professional Training we also pay emphasis on regular Motivational Lectures, Personality Development Programs which is a part of preparing students to excel and outperform themselves and stand out the crowd. We feel proud of our alumni who have secured position of repute and have earned the place of distinction in the business world. Some of the organizations where our students have been placed are:

ABN Amro Bank Aviva Life Insurance Reliance Infocomm Wipro JET Airways GE Capital ICICI Bank HDFC Bank CAZRI Rainbow Hewlett Packard Alcatel Reddington Dept. of Information Technology, Govt. of Rajasthan Reliance Mutual Fund JNVU Guljag Industries Birla Sunlife Tata AIG ICICI Prudential

Centurian Bank Bharti Axa Life Insurance Bajaj Allianz

EXTRA CARRICULATIVE OF AISHWARYA COLLEGE

August 2010 o International Youth Day Celebration o Blood Donation Camp o Expert Lectures September 2010 o Teachers Day Celebration o World Peace Day o PD Seminars o Expert Lectures October 2010 o Industrial Visits o Freshers Party o Expert Lectures o Inter School Quiz Competition November 2010 o Intra College Debate Competition o Intra College Presentations o Sports Week o PD Seminars o Campus Placements December 2010 o Awareness Seminar on occasion of World AIDS Day o Projects o Trainings o Industrial Tours January 2011 o Trainings o Projects for BBA, MBA, BCA & MCA Students

o o o

*SMU Examination *BBA JNVU examination *MBA RTU examination

February 2011 o Lakshya Inter College Fest o PD Seminars o Expert seminar by Industry Experts o Industrial Visit March 2011 o Phagoutsav o Expert lectures o *BBA Examination o PD Seminar April 2011 o *BBA Exams o Mock Interview Sessions o PD Seminar o Farewell May 2011 o Anti-Tobacco program on World Tobacco Day o Mock Interview Session o Campus Interviews o Projects June 2011 o Seminar & social activity on World Environment Day o Seminar on World Armed Forces Day

Examination dates are subject to change depending on University Time Table To assess students academic performance in-house assessment exams are conducted on regular basis Various intra college / classroom activities are conducted on monthly basis to improve skills of students Programs are organized from time time to create awareness in students about their social-cultural responsibilities

INTRODUCTION; MARKETING OF SERVICE

Marketing plays a major role in our daily lives. Each day is filled with consuming products made available by marketers. We pay for marketing each time we buy a product. Marketing is responsible for satisfying customers, which in turn increases our standard of living and quality of life. The term marketing might be relatively new, but its philosophy has been practiced since the beginnings of the exchange or trade system. Like so many words in the English language, marketing is derived from Latin, where "mercari" means, "to trade". In fact, some dictionaries trace the word "market" back to Sanskrit, so essential has the process been from our very beginnings. Marketing now refers to the discipline that assures lasting customer satisfaction and is now very much an integral part of modern management literature and thinking. Exchange of goods has continued ever since communities or individual produced a surplus. Traditionally this was agricultural produce that was traded for goods such as textiles or implements. Exchange was initially through local markets. These allowed for the specialization of production by individuals of goods and produce, which could then be exchanged in markets for goods produced by other specialists. Gone are the days when the perception of services remained confined to work with only services motto, without charging any fee or without accepting any obligation. The time cycle coiling more dynamism in its nature necessitates a change as willingly or unwillingly, we don't venture to go against the wind. The mechanized system of development has now paved ways for socioeconomic transformation which has made possible an increase in the level of disposable income. When we earn more, we like to spend more. We evince interest in utilizing our leisure time and availing the modern amenities and facilities. We can't deny the fact that the imbalance in the demographic structure has complicated the task of policy makers, specially in terms of creating and expanding the job opportunities. There is no doubt in it that the goods manufacturing organizations have been contributing a lot to the process but the service generating organizations find it difficult to cope with the mounting problem aggravated by the developed countries of the word. In the Indian perspective, the services sector has not been contributing substantially to the process of socio-economic transformation. In the 21st century, the business environmental conditions are likely to be more volatile. The multi-dimensional developments in the information technologies, activated and energized by the developed countries, have made ways for sophistication in almost all the areas. It is against this background that leading service generating organizations of the world have been found believing in making things happen. The invention and innovations have been paving avenues for a qualitative transformation in almost all the areas. This has been successful in increasing the level of expectations of customers. The globalization and liberalization has opened new vistas for the development of service generating organizations. The intensity of competition is found moving upward. The organization active in enriching their strength have been found establishing an edge and compelling the weak organizations to make a final good-bye. This makes it essential that

even in the Indian condition, the service generating organizations make sincere efforts to make themselves stronger and stronger, if they have to survive and thrive. They have to explore profitable avenues and practice innovating marketing since quality or world class services with innovative marketing would help them in proving their excellence nationally and internationally competitive. It is against this background that we talk about the marketing of services. In the present world, it is not possible that we keep ourselves isolated. To be more specific when we have advanced information technologies and quality professionals, we don't find any sense in continuing with the traditional technologies and negative attitudes. We need positive attitude, creative approach and innovative strategies which would make our efforts productive. This requires a fair blending of performance-orientation and employeeorientation. Our services as product are to be of world class and our employees are to be professionally sound. This requires in-depth knowledge of quality and its changing perception. This is due mainly to the fact that sky is the limit for quality, Both the sectors, public as well as the private need to understand the new corporate culture in which employees need to have personal commitment. The business environment is more competitive and this makes a strong advocacy in favor of quality generation. We can't negate that by and large in almost all the public sector service generating organizations, the fast deteriorating quality has been a matter of serious concern. The policy of liberalization has made ways for leading multinationals to enter the market and to excel competition which is found throwing a big challenge to the existence of public sector undertakings. If they are found surviving, it is just due to the attitudinal support of the masses. Sooner of later, we expect a shift in their attitudes and this would compel the public sector service generating organizations to leave the ground free for the private sector. To be more specific in the Indian condition, we don't find it a positive development since the prospects/customers in a majority of the conditions would face the implications of a high price structure. The foreign companies would start exploiting the masses and the national economy would be thrown back in the reverse gear. Thus, it is high time that the public sector organizations start and activate the innovation process and prove themselves to be strong enough to face the challenges and threats in the market.

DEFINATION OF MARKETING
The changing definitions of marketing over time show the changing concept of marketing: The definition of modern marketing from the UK Chartered Institute of Marketing states that Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. The American Marketing Association (AMA) defines marketing as the process of planning and executing the conception, pnclng, promotion, and distribution of ideas, goods, and services to

create exchanges that satisfy individual and organizational goals. Ralph Mroz defines marketing as the process that aligns the desires of customers with the capabilities of the enterprise. Marketing is a continuous cycle that involves satisfying customer needs and wants by creating mutually beneficial exchanges. A need is a state of felt deprivation. A want is the conscious recognition of a need. Marketing begins with an idea about a wantsatisfying product and does not end until customers' wants are completely satisfied, which sometimes occurs after the sale. Albert W Emery defines marketing is a civilized from of warfare in which most battles are won with words, ideas and disciplined thinking. Marketing is analysis customers, competitors, and a company, an understanding of what segments exist, choosing the most profitable segment to target, positioning your products, and then doing what's necessary to deliver on that positioning. Repeating the definition of AMA, Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges the satisfy individuals and organizational goals. What does that mean to you? It means marketing encompasses the set of activities you do to come up with a product or service or idea, deciding an appropriate price for it, making potential customers aware of it, making them want it, and finally selling it to them so that customers are happy and organizational goals of profit through customer satisfaction is achieved. Therefore, the performance of business activities that direct the flow of goods and services from producer to the consumer that's call the marketing.

Structure of Marketing

* Source: Design by own

MARKETING RESERCH

Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications." (American Marketing Association (AMA) - Official Definition of Marketing Research) "Marketing research is about researching the whole of a company's marketing process. (Palmer (2000))

This explanation is far more straightforward i.e. marketing research into the elements of the marketing mix, competitors, markets, and everything to do with the customers.

Marketing research Process:Marketing research is gathered using a systematic approach. An example of one follows: 1. Define the problem. Never conduct research for things that you would 'like' to know. Make sure that you really 'need' to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group? The methods of data collection will be discussed in more detail later. 3. Select a sampling method. Do we us a random sample, stratified sample, or cluster sample? 4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe. 6. Go back and speak to the managers or clients requesting the research. Make sure that you agree on the problem! If you gain approval, then move on to step seven. 7. Go ahead and collect the data.

8. Conduct the analysis of the data. 9. Check for errors. It is not uncommon to find errors in sampling, data collection method, or analytic mistakes. 10. Write your final report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem. Watch out for errors in interpretation.

Sources of Data - Primary and Secondary

There are two main sources of data - primary and secondary. primary research is conducted from scratch. It is original and collected to solve the problem in hand. secondary research, also known as desk research, already exists since it has been collected for other purposes. We have given a general introduction to marketing research. Marketing research is a huge topic area and has many processes, procedures, and terminologies that build upon the points above. (See also lesson on primary marketing research and secondary marketing research).

SERVICES: THE CONCEPT

In common parlance, the term can't be only personal services like auto repairing, hair-cutting, services of dentists, legal consultants and so on. The marketing experts view the problem in a bit different way. They feel that the contents of services are much more wider. There is no doubt in it that a number of experts have attempted to define the services but no single definition has been accepted universally. It is quite natural that as and when we attempt to clarity the perception, a number of comments crop up. According to US Government's Standard Industries Classification, "Establishments primarily providing a wide variety of services for individuals, business and government establishments and other organizations, hotels and other lodging places, establishments providing personal services, repair and amusement services, educational institutions, membership organizations and other miscellaneous services are included" On the basis of the classification made by the Standard Industrial Classification, it is clear that different types of services are an important base for the services establishments offering services to both categories of customers, the individuals as well as the organizations. Another expert says, "Services refer to social efforts which include even government to fight five giant evils, e.g. want, disease, ignorance, squalor and illness in the society."

This opinion focuses on the organizations offering social services where hospitals or Medicare of health centers, communication organizations, educational institutions are found important. Thus the social efforts and the organizations taking part in the process are supposed to be studied in the very context. Another opinion throws light on human efforts. An expert says, "Services can also be defined as human effort which provides succour to the needy. It may be food to a hungry person, water to a thirsty person, medical services to an ailing person and education to a student, loan to a farmer, transport to a consumer, communication aid to two persons who want to share a thought, pleasure or pain." The definition given above clarifies that services are human efforts. The focus is on the point that services are not meant services for the sake of services or say, services without charging any fee. One expert says, "Services can also be defined an action. of organization that maintains and improve the wellbeing and functioning of people" It can't be refuted that the definition presented by Yakeshel Hasen Field and other through small covers everything which the services need. The well being functioning of people are important and we can't ignore it while clarifying the perception of services. The American Marketing Association defines services in the following ways, "Services are activities, benefits or satisfactions which are offered for sale are provided in conne.ction with the sale of goods." This definition makes it clear that services are activities, benefits or satisfaction and we find their uses for selling products which may be tangible or even intangible.

CHARACTERSTIVCS OF SERVICE

What exactly are the characteristics of a service? How are services different from a product? In fact many organisations do have service elements to the product they sell, for example McDonalds sell physical products i.e. burgers but consumers are also concerned about the quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on their face? There are five characteristics to a service which will be discussed below.

1. Lack of ownership.
You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours each way , but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it.

2. Intangibility
You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? the location, and the inner presentation of where they are purchasing the service?.

3. Inseparability
Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as apart of the process as well as the quality of food provided.

4. Perishibility
Services last a specific time and cannot be stored like a product for later use. If travelling by train, coach or air the service will only last the duration of the journey. The service is developed and used almost simultaneously. Again because of this time constraint consumers demand more.

5. Heterogeneity
It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced. A concert performed by a group on two nights may differ in slight ways because it is very difficult to standardise every dance move. Generally systems and procedures are put into place to make sure the service provided is consistent all the time, training in service organisations is essential for this, however in saying this there will always be subtle differences.

* Source: www.marketingresearch.com

GOODS AND SERVICES: A COMPARTIVE ANALYSIS

Services and goods are not tantamount. There are a number of salient features that establish a clear cut difference between the two. Something which can be physically touched, verified, attracted or exchanged with or even without making profits are known as goods. On this basis, goods are food, clothes, and books, other domestic and industrial items that can be carried home, can be stored at a place and are tangible. On the other hand, the services are hotel business, personal care, legal or medical services, banking services, insurance services, transportation services and many other services and many other services which can't be stored at a place and one has to hire someone else to perform the service. The effects are pleasure, joy, entertainment, a relief from ailment or so. The following points clarify the difference between the two.

1. Tangibility: By tangibility, we mean anything which can be viewed. On the basis of

tangibility, goods are found tangible since we can view the goods bought by us. Contrary to it, the services are found intangible because it is not possible to view the services. We can just realize the services used by us.

2. Transferability: On the basis of transferability, the goods can be transferred form one
place to another. We can carry goods bought by us. We find transfer of goods from the point of sale to the point of use. Just reverse to it, it is not possible to transfer the services from the point of sale to the point of use.

3. Existence: The goods bought by us remain existent. The durables continue for a long time
and even if the non-durables have limited existence. We don't find the same thing with the services since we find services non-existent in nature.

4. Heterogeneity: On the basis of heterogeneity, the services can hardly be standardized.

Contrary to it, the goods can be standardized. It is very difficult to measure the quality of services but it is easier to measure the quality of goods.

5. Re-selling: The goods bought by us can be resold. After a limited use, the owners are in a
position and they do also possess a legal right to resale the same. We don't find the same thing with the services. If we buy a seat in the air craft, if we book a room in a hotel, if we buy a seat in cinema hall; we have no option but to use or surrender. We don't bear the right of reselling the same. The aforesaid differences between the goods and services are obvious. It is right to mention the being a marketer we treat both of them as a product. Of course, the services product have distinct features or properties which generate numerous problems, specially in the marketing process but we call them product because the combination of different types of inputs result into the generation of a services out. In addition to the financial resources, we find investment in human resources for generating the services. It is against this background that we go through the problems in the marketing of services based on their salient features. The service generating organizations need professionally sound employees who prove to be high performers.

GOODS AND SERVICES: A COMPARTIVE ANALYSIS

*Source: www.marketingteacher.com

CUSTOMER SERVICE
Many products, services and experiences are supported by customer services teams. Customer services provided expertise (e.g. on the selection of financial services), technical support (e.g. offering advice on IT and software) and coordinate the customer interface (e.g. controlling service engineers, or communicating with a salesman). The disposition and attitude of such people is vitally important to a company. The way in which a complaint is handled can mean the difference between retaining or losing a customer, or improving or ruining a company's reputation. Today, customer service can be face-to-face, over the telephone or using the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support and expertise and advice.

*
SERVICE TRIANGLE OF HOTEL & CATERING IND. Hotel Owners/Admn HQ.

Internal Marketing (Making promises)

External Marketing (Enabling promises)

Employees/Waiters/ Managers

Consumers

*Source: Design by own

SERVICES MARKETING - THE CONCEPT

We term marketing a function by which a marketer plans, promotes and delivers goods and services to the customers or clients. In the marketing of services, the providers are supposed to influence and satisfy the customers or users. An institution or an individual may act as a provider who requires professional excellence to influence the impulse of prospects and to transform them into actual customers. When we buy services offered by a service generating organization in a true sense we buy the time, knowledge, skill or resources. The application of marketing principles in the services sector is the main thing in the services marketing. We can't deny the fact that the concept services marketing has gained prominence very recently. The emergence of a number of service generating organizations in almost all the areas engineered a strong foundation for the development of services marketing, specially in the developed countries of the West which could get a place in the developing countries like ours in the due course. The end of the decade 1950s paved avenues for services marketing since a number of financial institutions and to be more specific the insurance companies realized the instrumentality of the quality of services in making the environmental conditions conducive. The services generating organizations like banking organizations, insurance companies and other felt that application of marketing principles in the service management would initiate qualitative

transformation which would simplify their task of increasing the market share and establishing leadership. Marketing a service is meant marketing something intangible. It is marketing a promise. It is more selling yourself. We can't deny the fact that selling of promises complicate the task of marketers since they find it difficult to identity the stage or time where the services start degenerating or where the promises fall. Of late, we consider marketing customer satisfaction engineering. There is no doubt in it that the organizational goods like making profits, establishing a leadership, innovating the marketing resources are found significant but the focal point is the user's satisfaction. In the marketing of services, we go through a number of problems directly or indirectly influencing the business index. The problems like market segmentation, marketing information system, behavioral management are studied minutely which simplify the task of formulating a sound mix for marketing, such as Product mix, Promotion mix, Price mix and the Place mix. It is important to mention that we find "People" an important mix of marketing services. Marketing is also defined as a managerial process by which the products are matched with market and through which the consumer is enabled to use or enjoy the product. In the present definition, the product is an all inclusive term which includes services as well as physical goods. It is also said about marketing that is the managerial process by which products are innovated. Modern management regards marketing and production an interdependent subsystem. It is against this background that in the marketing management, a number of problems are discussed, such as personal selling, advertisement, publicity, sales promotion, pricing, placement and management of marketing people. The combination of marketing controllable used to market a product or a service is often described as the marketing mix. In addition, the marketing management is also responsible for the continual adjustment of marketing controllable used to market tangibles or intangibles. A Life Insurance Company which basically sells the service of protection expects its marketing staff to provide information about the potential buyers or the prospects and the kinds or types of insurance services they need and want. They are also supposed to provide channels through which the services are nature of services offered and participate in the determination of prices that would be acceptable to the potential buyers and yield profits to the company. Whether the service is dancing instruction, travel advice or hair style, marketing is found responsible for the inward flow of income to the organization. The aforesaid facts make it clear that marketing is a vital function in both profit and no-profit making organizations. Traditionally, we study marketing only from the view point of profitseeking institution but recently we have the marketing type problem of even the no-profit making organization like educational institutions, hospitals, political and social organization or so. Of late, we evince our interests in studying the marketing problems of services generating organizations. The banks making available to the customers the saving and investment facilities, the insurance companies sharing the risk of insured persons, the transport organizations offering to their customers quality, safe and economic services, the tourist organizations, the hotels, the communication organizations and many others are found studying the problems of marketing with the motto of satisfying the customers, subserving the social interests and enriching their

potentials to face the challenges and threats in the market. By and large almost all the services generating organizations are found practicing marketing for accomplishing the organization goals. In view of the above, we observe the following key points regarding the concept or perception of services marketing . :. It is a managerial process of managing the services . :. It is an organized effort for providing a sound foundation for the development of an organization . :. It is a social process helping an organization to understand the emerging social problems and to take part in the social transformation process to justify its existence in the society;

SALIENT FEATURES OF MARKETING SERVICES

Services have some salient features which necessitate a new vision, a distinct approach and a world class professional excellence to market effectively and profitably. The professionals not well aware of the properties find it difficult to make creative decisions. It is against this background that we go through the salient features with the view point of their instrumentality in making the marketing decisions.

1. Intangibility:
Intangibility is an important consideration that complicates the functional responsibility of a marketing manager, specially while influencing and motivating the prospects/customers. The goods of tangible nature can be displayed, the prospects or buyers can have a view, they can even test and make a trial before making the buying decisions. The selling processes are thus found easier. We are aware of the fact that services are of intangible nature and it is intangibility that complicates the task of decision makers. While motivating they find it difficult to perform and display and the positive or negative opinions regarding the services come up only after the completion of the using process. The customer can't touch the services, they albeit can't smell them. In a true sense, it is not a physical object. It has mental connotations. According to Carman and Uhl, a buyer of products (goods) has an opportunity to see, touch, hear, smell or taste them before they buy. Of course, we don't find the same thing with the services product. It is the professional excellence of decision makers that counts here, that influences the entire process and that helps them substantially. While selling or promoting services, we need to concentrate on benefits and satisfaction which a buyer can derive after buying. We can hardly emphasise the service itself. As for example, the banking organizations promote the sale of credit cards by visualizing the conveniences and comforts the holders of the credit cards are likely to get from the same. Services carry with them a combination of intangible perceptions. As for instance, an airline sells the seats from one destination to another. Here it is a matter of consumer's perception of the services and their expectations not smelling or tasting the services. They expect safe, fast, decent services. A service by nature is an abstract phenomenon. Thus it is right to mention that due

to intangibility, the selling and marketing of services become much more complicated.

2. Perishability:
Another point complicating the task of professionals is the nature of perishability that we find in the services. The goods if not sold today can be stored, preserved for further selling. Thus the risk element is here in a different form. But in the context of services, if we fail to sell the services, it is lost only not for today but even for the future. If a labour stops to work, if a seat in the aircraft remains unsold, if a bedroom in a hotel remains unbooked, if a chair in a cinema hall remains vacant; we find the business non-existent and the opportunities are lost and lost forever. The services can't be stored or preserved. Unutilized or underutilized services are found to be a waste. A building unoccupied, a person enemployed, credit unutilized, vacant beds in a hospital are economic waste of course, this is due mainly to its perishability. This makes it essential that decision makers or the executives by using their professionalism minimize the possibilities of economic waste. The opportunities come and you need to capitalize on the same by using your excellence.

3. Inseparability:
This is also a feature that complicates the task of professionals while marketing the services. The inseparability focuses on the fact that the services are not of separable nature. Generally the services are created and supplied simultaneously. Like the dancers, musicians, dentists and other professionals create and offer services at the same time. In other words, the services and their providers are the same. Donald Cowell says, "Goods are produced, sold and then consumed whereas the services are sold and then produced and consumed." It is inseparability that makes the task of marketing services a bit difficult. The goods are produced at one points. In the services, we . find the selling processes making ways for the gene.ration of services. The professionals while marketing the services thus bear the responsibility of removing or minimizing the gap between the services-promised and servicesoffered. Goods are produced, sold and than consumed but the services are sold, produced and then used. The inseparability thus makes it essential that the services providers are acting and behaving professionally so that the marketing processes are not to pave the avenues for a degeneration in the quality.

4. Heterogeneity:
Another feature is heterogeneity which makes it difficult to establish standard. The quality of services can't be standardized. The prices charged may be too high or too low. In the case of entertainment and sports, we find the same thing. The same type of services can't be sold to all the customers even if they pay the same price. The consumers rate the services in a different way. Of course, it is due to the difference in the perception of individuals at the levels of providers and users. The heterogeneity factor makes it difficult to market efficiently. The professionals by using their excellence bear the responsibility of minimizing the problem.

5. Ownership:
It is also ownership that makes it significant to market the services in a bit different way. The goods sold are transferred from one place to another, the ownership is also transferred and this provides to the buyers an opportunity to resell. In the case of services, we don't find the same thing. The users have just an access to the service. As for example a consumer can use personal care services of medicare services or can use a hotel room or swimming pool, however the ownership rests with the providers. An expert opines, "A service is any activity or benefit that one party can offer to another that it is essentially intangible and does not result in the ownership of anything."? Here it is clear that ownership is not affected in the process of selling the services. The issue of ownership has also been clarified by another expert. He says, "Services are those separately identifiable, essentially intangible activities which provide want satisfaction and that are not necessarily tied to use sales of a product or another services. To produce a service mayor may nor require the use of tangible goods. However when such use is required, there is no transfer of permanent ownership to these tangible goods." The same theme of not transferring the ownership has also been supported by Batesan. Here, the focus is on the point that transfer of ownership simplifies the task of a marketer since he/she can use it as a motivational tool. In case of services, the professionals experience difficulties because we don't find any scope for the transfer of ownership. The professionals thus need to be more careful while selling or marketing the services.

6. Simultaneity:
Services can't be delivered to customers or users. Services don't move through the channel of distribution. For availing the services, it is essential that the users are brought to the providers or the providers go to the users. It is right to say that the services have limited geographical areas. Carman and Uhl say, "Producers of services generally have small-size operations than do producers of goods, largely because the producers must travel to get the services or vice-versa. When the producers travel to the buyer, time is taken away from the production of services and the cost of those service is increased. It also costs time and money from buyers to travel to producers of services and these economies of time and travel provide incentive to locate more services centers closer to prospective customers which results in smaller service center." This can be clarified by a suitable example. Hotel rooms can't be brought to the users, aeroplane can't be brought to the customers etc.

7. Quality Measurement:
The quality of service requires another tool for measurement. We can't measure it in terms of service level. It is very difficult to rate or quantify the total purchase. As for example, we can quantify the food served in a hotel but the way a waiter or a carrier serves it or overall environment or behaviour of other staff can't be ignored while rating the total process. Hence we can determine the level of satisfaction at which the users are found satisfied. A firm sells atmosphere, conveniences, consistent quality, status, anxiety, moral etc.

8. Nature of Demand:
While going through the features of services, we can't underestimate the factor related to the nature of demand. Generally the services are found of fluctuating nature. Particularly during the peak season, we find an abnormal increase in the demand. As for example, the mobility of passenger is found increased, specially during the marriage season on during an important festival. The tourists prefer to go the tourist spots or resorts specially during summer when we find the weather condition suitable. The cricket stadiums are used in winter. The golf courses remain unused during the winter. The public transport facilities are used considerably during the beginning and end of office hours. There are a number of examples to prove the peak hour when we find an abnormal increase in the demand position. The aforesaid features of services make it clear that the professionals working in the services sector need excellence to make available to the customers the promised services without a gap. If the executives working in the different service generating organizations bear the potentials to understand the specialties in the services to be sold, they can do the best possible to understand the expectations of customers. This simplifies the process of satisfying the customers. It is not meant that the professionals working in the goods manufacturing organizations don't need excellence. The focus is on the point that since the services as a product is found of sensitive nature and the expectations of customers are found high, it is essential that the professionals understand the services vis-a-vis the customers. This makes an assault on the multi-dimensional problems likely to crop up in the process of selling services.

*Source: www.marketingresearch.com

WHY MARKETING OF SERVICES?

Of late, we find a phenomenal growth in the services marketing. The developed as well as the developing countries have been found making multidimensional effort to market services in a right fashion. The public as well as the private sector organizations have been making innovative efforts to market services. The services sector has been found contributing substantially to the development process. The multi-faceted developments in the services sector and the mounting intensity of competition generated by the well established multinational corporations have been engineering a strong foundation for the application of modern marketing principles in the services generating organizations so that they only not survive and thrive but in addition to these things also make a significant contribution to the process of socio-economic emancipation. It is in this context that we find it pertinent to think in favour of practicing marketing principles in the services sector. The following facts make it clear that application of modern marketing principles by the service generating organizations would pave avenues for qualitative-cum-quantitative transformation.

1. Upward trend in the disposable income:

We can't negate that of late the disposable income of masses has been found moving upward. This trend is found even in the developing countries like ours where the development oriented sector has opened hew job opportunities and the liberalization of economy is opening new vistas for development. The development of corporate sector makes ways for the transformation of industrial economy. If we find more job opportunities, the masses get an opportunity to earn more and when they earn more, it is quite natural that they want to spend more. The positive developments in the development sector thus open doors for an increase in the disposable income, the process of demand generation gains a rapid momentum provided the pressure of inflation and the economic depression are not to slow down the tempo. These facts are a mute testimony to the proposition that even in the Indian economy we find positive developments which have been creating new opportunities for the development of services sector. The intensity of competition is found at its peak and this necessitates applications of marketing principles.

2. Increasing Specialization:
We are living in an age of specialization in which only perfection is to be rewarded suitably. More and more sophistication in the process of economic transformation is due mainly to the increasing specialization. In the industrial economy, the magnitude of technological sophistication is found increasing. Of course, this is due to the growing important of specialization. The organizations have now no option but to promote specialization since this helps them in making possible cost effectiveness. The firms prefer to engage specialists for almost all the purposes. Experts and professionals like the management consultants, legal advisers financial experts, technocrats playa decisive role in managing an organization. We can't negate that even in the years to come the importance of specialization would be increased further which would require excellent professionals in almost all the areas. This makes it clear that increasing importance of specialization would activate the demand cycle which would make ways for the development of banking services, insurance services,

transportation serves, communication services and many other services would be motivated. The promotional services would induce advertising agencies, the marketing information system would be influenced by the inventions and innovations in the field of information technology and legal services would flourish to protect the interests of all. Thus it is right to mention that due to growing specialization, the service generating organizations would need a new culture influenced by the corporate culture and the marketing practices would help the same.

3. Growing Fashion:
With the development of corporate culture and the emergence of a well established services sector, there would be a basic change in the lifestyles. Since the information technologies would show their influence in almost all the areas, it is natural that fashion would take shape of an industry. The hair dressing, beauty parlours, jogging and gym centers would flourish since the masses would be found more conscious to their physical health. The westernization of culture craze for western living conditions the tidal wave of pop culture, the dresses and hair styles would throw a big impact on the society. This makes it clear that there would be a conducive environment for the development of beauty parlours, modeling centers, dry-cleaning centers, studios, hair dressing, tailoring or almost all the centers directly or indirectly helping us in looking smart, handsome and attractive. This makes it essential that we think in favour of practicing modern marketing principles in all select areas.

4. Professionalism in Education:
The development of human resources would be given a transcendental priority by almost all the organization either producing goods or generating services. Of course, the corporate culture makes an advocacy in favour of performance-orientation but it is not possible unless we assign due weight to employee-orientation. The professional excellence thus would get a new priority and the masses would be tempted to the professional education. We can't deny that the business environmental conditions for all the sectors would be conducive and the organizations developing professional and the institutions preparing professionally sound human resources would get a profitable opportunity. Excellence, perfection, professionalism would be the attractions which would require development of world class educational institutions for almost all the disciplines. The tourism services, hotel services, banking services, insurance service, communication services, entertainment services, educational services, medicare services, consultancy services, personal care services thus would be professionalised in which only the world class human resources would get place. The application of marketing principles would make the task easier.

5. Information Explosion:
Of late, the developed countries have been found making sincere efforts to build a superhighway for communications have been found fuelling information explosion. It is in this context that we now find globe like a village. To be more specific after the development of satellite communication facilities, we find beginning of a new chapter in almost all the

areas. The tremendous opportunities generated by communications would influence almost all the sectors. The entertainment industry, the advertising industry, the fashion industry and many others would be influenced by the latest developments that we find in the world of communications. it is in this context that we find it essential to practise the modern marketing principles so that the marketing information system plays a positive role in improving the quality of decisions. The decision making, decision supporting systems would have a new look; the microcomputers would assist decision makers in many ways. The intensity of competition would be at its peak and an organization assigning due weightage to the quality would be successful in establishing an edge over the organizations managing things traditionally.

6. Sophistication in Marketing:
With the development of communication services, it is natural that we find sophistication in the market where customers expectations would be found high. The westernized life styles would change the hierarchy of needs and requirements and fashion-oriented, comfortsgenerating household items would have a profitable market. The living conditions would be changed, the food habits would be changed, the dresses and hair styles would be changed, the drinks would be changed, the vehicles would be changed and the style of homes and apartments would be changed and so on and so forth. This makes it clear that multidimensional changes in almost all the areas would change the nature of market vis-a-vis the products/services required for that market. The supermarket culture, the departmental store culture, the fast food culture, the tele-marketing culture, the tele-education culture would influence masses.

7. Increasing Governmental Activities:

The expanding governmental activities due mainly to the participation of state in almost all sectors of the economy would also make ways for the development of services sector. The trade and cultural exchange policies, the global partnership, the convention industry, the hospitality industry etc. would have a profitable market.

*Source: www.earnmarketing.net

THE FORMULATION OF MARKETING MIX

Marketing professionals bear the responsibility of formulating a sound marketing mix for the entertainment organisations so that quality entertainment services are made available to the users. It is in this context that we talk about the formulation of different submixes, such as the product mix, the promotion mix, the price mix, the place mix and the people mix.

Product Mix:
In the entertainment services, the products are entertainment programmes made available to the viewers. The entertainment organisations offer different types of services to the different categories of users. The different categories of organisations are Picture Palaces, Open-air Theatres, TV Channels, Disco Halls, Pubs, Drama Centres, Dance Centres, Circus Companies, Theatre Companies and amusement centres offering different items to entertain the users who are supposed to come to the centres. Some of the organisations are managed under the public sector whereas a large number of Organisations are managed under the private sector. All the entertainment organisations are supposed to offer healthy entertainment items which on the one hand refresh the viewers while on the other hand also educate and sense them in a right perspective so that the possibilities of taste-perversion, cultural invasion are regulated. This in a natural way draws our attention on the service mix or service profile of the entertainment organisations. The product mix is required to be a fair combination of ancient and modern culture, no doubt, but we should not think like this that in the modern culture we have a freedom to promote open sex. The entertainment organisations in general and the TV Channels in particular need to assign due weightage to Indian culture. While formulating the product mix, it is also pertinent that they assign due weightage to the peripheral services, such as they develop other services close to the centres, they make world class arrangements for the conveniences and comforts to the viewers and more so they make it a point of attraction. In view of the above, it is right to mention that the product mix of the entertainment organisations is required to be made competitive so that the world class services get a profitable market. We are not opposed to entertainment but they need to perceive the right perception of entertainment. They bear the responsibility of entertaining the masses and therefore they should entertain by presenting items which on the one hand refresh them while on the other hand also provide to them an opportunity to learn something positive. Of course they need to produce the services selling more for generating profits and maintaining commercial viability but just for making more profits they are not supposed to derail the society, misguide the teens, promote sex and violence and invite and welcome the values making an invasion on the Indian culture, distorting social relationships or so. It is in this context that the entertainment organisations need a new prescription for the formulation of a sound product mix which refreshes viewers and develop their faculties.

Promotion Mix
Like other organisations, the entertainment organisations are also required to engineer a sound base for the generation of profits which makes a strong advocacy in favour of effective promotional measures. Of course, they need quality entertainment programmes to satisfy the

users and this requires the formulation of a sound service mix. In this context, it is pertinent that the users or prospects come to know about the quality of services which makes it essential that the entertainment organisations make possible creativity in the promotional measures. It is against this background that they need to use the different constituents of the promotion mix which would help them substantially in informing, sensing and persuading the users. The different components of promotion, such as advertising, sales promotion, publicity, personal selling, word-of-mouth promotion and telemarketing are required to be made effective to transform the prospects into the habitual users. Advertisement: As a paid form of persuasive communication, the advertisement helps entertainment organisations in increasing the mass awareness. Almost all categories of the entertainment organisations need to advertise with the support of advertising professionals having the world class excellence. The effectiveness in advertising messages and themes is felt essential which draws our attention on creativity. We need to understand the level of expectations of the prospects which would help us in formulating and innovating the service profile. The marketing professionals need to formulate a sound product profile in which different types of entertainment programmes are included. In addition, they also require to design a package to motivate the users. It is not possible for all the entertainment organisations to have an independent wing for advertising. This makes it essential that they take the support of syndicate or the leading advertising professionals who would help them in making the advertisement messages and themes creative. The print media would be suitable for almost all categories of the entertainment organisations because today we have sophisticated print technology and quality print materials which would add attractions to advertisement. In addition, the cost economy is also an additional benefit specially with the view point of those entertainment organisations who find it difficult to advertise through the telecast media. So far as the bigentertainmen" organizations are concerned, they have a big budget for advertisement and therefore, they can afford telecast media. There is no doubt in it that we find high intensity of effectiveness in the telecast media. The entertainment organisations may also advertise through the broadcast media. While selecting a vehicle, it is essential that they assign due weightage to the budgetary provisions and the financial constraint.Publicity: We find publicity the most effective component of promotion since the entertainment organisations find it convenient to develop rapport with the media people. If they succeed in developing rapport and the media people are found influenced with the quality of entertainment programmes, an eye-catching coverage as a news item would promote their business even without making a substantial investment. The marketing professionals need to organise lunch, dinner parties or get-together functions in which the media people, opinion leaders and the popular artists are to be invited. If they succeed in impressing upon the media, the publicity would be possible which would help the entertainment organisations considerably in promoting the business. Sales Promotion: The entertainment organisations also need to think about the sales promotion measures to promote the business. A temporary incentive to the sales personnel as well as to the users of services helps in boosting the sale. It is in this context that we make an advocacy for innovative tools of sales promotion, such as concessional services, offering of gifts, organisation of fair or exhibition by the entertainment organisations, specially for the sales people addition, they may also think in favour of such an incentive to the users

Personal Selling: We find this component of the promotion mix very instrumental in promoting the entertainment organisations. The task of creating the impulse may be successfully carried on with the help and cooperation of sales personnel. The tact, ability and skill of sales personnel play here an mental role. The agents, dealers, brokers, sales personnel help substantially the promotion of business. They should have high communicative ability, active or handsome physique, dedication and commitment to the profession' would directly contribute to the business graph of the entertain organizations. Word-of-mouth Promotion: The audience satisfied with the quality of entertainment program communicate their positive or negative feelings to their friends and relatives that they are satisfied with your services, they advocate in your favour and a positive remark helps in promoting the business because all of them prefer to watch the same as and when they get an opportunity. It is against this ground that we find this constituent of the promotion mix playing a positive provided the quality of programme is superior. Telemarketing: ln addition to other components of the promotion mix, find telemarketing emerging as an important constituent of promotion. With the development of sophisticated communication technologies, we find enough for promoting through telephones and televisions. This dimension of promotion requires the involvement of a successful telemarketer who should have high communicative ability to receive and transmit the messages related to the queries the prospects or the users- Any confusion or misunderstanding in the minds prospects is required to be removed by the telemarketers. But it is essential the entertainment organisations make available sophisticated telephonic instruments to the telemarketers who bear the responsibility of influencing and impressing upon the users.Price Mix In the formulation of marketing mix, the pricing decisions are found significant. If the users of the services come to view the open-air theatres, dance or music centres, cricket-show, car-racing or horse-racing, they are mentally prepared to pay high prices for the services. But for all the services, the entertainment organisations can't adopt the same strategy. The traditional theatres, the circus companies, movies and amusement parks need a pricing strategy that is found suitable even to the lowincome group of the society. This makes it clear that high-pricing strategy is found suitable where the services indicate high status of viewers. Thus, the entertainment organisations need to assign due weightage to the category and paying capacity of the viewers. Like this when the high-cost inputs are used in the process, the entertainment organisations charge high-pricing strategy- This makes it clear that the entertainment organisations can't take a decision in isolation since a number of factors influence the process. The most important thing in the Indian perspective is found the entertainment tax which is found throwing a big impact on the pricing decisions of the entertainment organisations. All of us feel that the masses find it difficult to view the movies, theatres, dramas regularly because the high slab of tax makes the price structure high. A rational tax structure is thus found essential to promote the entertainment organisations. To be more specific the entertainment service used by the masses need due attention of the government. Besides, the entertainment organisations producing programmes visualising social, cultural and national problems need an overriding priority. The tax concessions, availability of subsidised infrastructural facilities or essential

inputs, multi-faceted support in promoting the entertainment programme require due support of government. Of course, the exchequer requires due support of the viewers but at the same time, it is also right to mention that the viewers are required to be promoted since they have very limited means for entertainment. Moreover, the government also bears the responsibility of promoting the entertainment organisations and this needs due attention on the entertainment tax charged. In addition to other aspects, the pricing decisions of the entertainment organisations also need to consider the nature and types of services offered by them. The circus companies, traditional theatre companies promoting cultural heritage, folk songs deserve special support to be more specific by the government and the social organisations. It is not possible for the circus companies to bring down the price structure since they are required to spend huge amount for he inputs thy use for offering the services. This requires a liberal policy of government in which the entertainment organisations found of sensitive nature are supposed to make available multidimensional support. In view of the above, it is right to mention that the entertainment organisations need to make the pricing decisions rational failing which the commercial viability of a majority of them would adversely be affected. We can't negate that such a negative trend in the business environment would close doors for the development of some of the entertainment organisations instrumental in entertaining the masses.

Place Mix
In the making of marketing decisions, we find place mix an important decision making area. This draws our attention on the two important problems, first the process of offering the services and second, the selection of an appropriate place for the entertainment organizations. The process of offering the services is found significant with the viewpoint of making available the promised services to the audience. This makes it essential that personnel engaged in the process are well aware of the behavioural management. The personnel working at the ticket counters, at the entry and exit points need due attention of the entertainment organisations since we find them acting as sensitive personnel or as the front-line-staff. If they don't know about the behavioural management and start behaving indecently with the users or the prospects, the business would adversely be affected. In addition, the agents, dealers, also need due attention since they are found involved in the process. The dimension of the place mix becomes significant to make the services comfortable, safe and accessible. While selecting location points, it is pertinent that the entertainment organisations select a place which is smoothly accessibleThe availability of supporting infrastructural facilities can't be underestimated in the very context. Since a majority of the entertainment programmes need adequate and uninterrupted power facilities, the marketing professionals need to make it sure that the problem of breakdown or inadequate supply is not to degenerate the quality of services. Further, it is also essential that the place selected for the entertainment centres is safe. We can't negate that a place where we find assembling of target prospects would be suitable and therefore cities precincts draw our attention while locating the entertainment centres. To be more specific when the entertainment centres are meant for the children and women, the entertainment organisations need to make it sure that in addition to other aspects, the transportation and communication facilities are available specially during and after the show times.

The aforesaid facts make it clear that marketing professionals need to assign due weightage to the management of place which directly or indirectly influences the business prospects of entertainment organisations- To be more specific - for the leading and large-sized entertainment organisations, it is also pertinent that they assign due weightage to the management of distribution channel. Since we find distribution process nationally and even internationally, it is essential that they are particular to the selection of distribution representatives, agents, dealers who have not been facing the image problem. It is important that they are offered reasonable incentives to promote sale. We can't deny the fact that representatives with a well-established image simplify the task of entertainment organisations- Contrary to it, the distribution representatives facing the image problem complicate the process of distribution. When we find the distribution network at the small-scale, the entertainment organisations are found directly involved in the entire process and therefore, they can manage the distribution process in tune with their own conveniences and potentials. In view of the above, it is right to mention that the entertainment organisations bear the responsibility of making the distribution processes convenient as well as economic. The marketing professionals need to make the distribution expenses optimal. While rationalising the expenses, they need to make it sure that they go to the places where the target audience are available in a good nrmber. We don't need to locate distribution centres for all the services at all the places. When we produce entertainment programmes for the rural viewers, it is pertinent that we locate distribution centres where the rural prospects are available in a good number. Contrary to it when they locate distribution centres for the ultra-modern prospects, it is much more impact generating that they concentrate in metropolises or in the big industrial towns and cities. Thus, the place decisions require to take into consideration a number of factors which substantially influence the business prospects of the entertainment organisations. It is against this background that the marketing professionals are required to have a sound place mix.

People Mix
Technologies, no doubt, play an important role in improving the quality of goods or services produced and generated by an organisation but ultimately it is the quality of human resources that plays a decisive role. It is right to mention that with the help of sophisticated communication technologies the entertainment organisations have been successful in improving the quality of their services but failing the world class personnel working as characters or serving as distributors they would hardly be successful in accomplishing the organizational goals. It is against this background that we need to assign due weightage to the people mix of an organisation. They need to manage different categories of personnel because some of them work as artists whereas some others work as distributors. While managing the marketing activities, the professionals are supposed to make it sure that quality artists are recruited, imparted an ongoing training facility, motivated sufficiently and controlled professionally. In addition to the core personnel, they also need to make it sure that the supporting personnel are of quality. They need to know how to behave, how to influence, how to convince and how to win. Since we find them working at almost all the stages, it is pertinent that they are efficient, sincere, dedicated, committed to the profession, value-based and prove themselves to be high performers. We can't

negate that even they need an ongoing training to perform efficiently and decently. The marketing professionals bear the responsibility of improving their efficiency and enriching their faculties, specially related to the behavioural profile. In both the categories of personnel, they need performance-orientation which would hardly be possible, if they don't think about employee-orientation. It is in this context that the professionals need to link their incentive plans to the efficiency index. The personnel proving their excellence as high performers and helping the entertainment organisations in promoting the quality and sale ability need to be rewarded suitably. If the efficients, either acting as core personnel or serving as supporting personnel, get suitable incentives, even the inefficients would evince their interests in improving the credentials. Contrary to it, if the professionals start rewarding uniformly to both the efficients and inefficients even the efficients would start degenerating. In view of the above, it is right to mention that the entertainment organisations also need to manage the people mix where both the categories of personnel, viz. core and supporting need due attention of the professionals- We are not supposed to forget that ultimately it is the quality of human resources that plays a decisive role in shaping a new perception of quality.

Process Mix
The flow and progress of the production process is more important for services than it is for goods. The importance of the process is true even for less 'sensual" experiences. A customer who applies for a loan at a bank evaluates the purchase not only by the amount of the loan received and the interest rate paid. The speed and sensitivity of the approval process, the interaction with the bank officers, the accuracy of bank statements and the ease of getting redress if mistakes are found all affect the person's attitudes about doing further business with the bank and his or her willingness to recommend it to others. Therefore, when designing service production processes, particular attention must be paid to customer perceptions of that process. For this reason, marketing and operations are closely related in service management.

Physical Evidence
The "tangible" components of the service experience and firm's image is focused upon by this element of the expanded marketing mix. Promotional materials and written correspondence provide tangible reassurance, they can be incorporated into the firm's marketing communications to help reduce customer anxiety about committing to the purchase. Service firms should design these items with extreme care, since they will play a major role in influencing a customer's impression of the firm. In particular, all physical evidence must be designed to be consistent with the "personality" that the firm wishes to project in the marketplace.

7 Ps OF SERVICE MARKETING
Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix: 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a successful proposition for the services industry. The 7Ps of the marketing mix can be discussed as: Product - It must provide value to a customer but does not have to be tangible at the same time. Basically, it involves introducing new products or improvising the existing products. Price - Pricing must be competitive and must entail profit. The pricing strategy can comprise discounts, offers and the like. Place - It refers to the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like Internet, wholesalers and retailers. Promotion - It includes the various ways of communicating to the customers of what the company has to offer. It is about communicating about the benefits of using a particular product or service rather than just talking about its features. People - People refer to the customers, employees, management and everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the people's hands. Process - It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things. Physical (evidence) - It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example- brochures, pamphlets etc serve this purpose.

7 Ps OF MARKETING SERVICE

*Source: Markrting of Service (Supriya Singh or Amitabh Ray)

CONSUMER BEHAVIOR IN SERVICES

The primary objective of service producer marketers is identical to that of all marketers to develop and provide offerings that satisfy consumer needs and expectations thereby ensuring their own economic survival. In other words, service marketers need to be able to close the

customer gap between expectations and perceptions. To achieve this objective, service providers need to understand how consumer choose and evaluate their service offerings. Unfortunately, most of what is known about consumer evaluation process pertains specifically to goods. The assumption appears to be that service, if not identical to goods, are at least similar enough in the consumers mind that they are chosen and evaluated in the same manner. The chapter challenges that assumption and shows that service; unique characteristics require different consumer evaluation process from those used in assessing goods recognizing these difference and thoroughly understanding consumer evaluation process are critical for the consumer focus on which effective services marketing is based. Because the premise of these tax is that customer and maintain these focus throughout the text. Consumer have more difficult time evaluating and choosing service than goods, partly because services are intangible and nonstandarbized and partly because consumption is so closely intertwined with production. These characteristics land to differences in consumer evaluation process for goods and services in all stage the buying process. The chapter is organized into five categories of customer behavior that correspond roughly to stage in buying process: Need recognition, Information search, Evaluation of alternatives, Purchase and consumption, and Post purchase evaluation.

Lack of understanding of the way customer assess and choose services in these five fundamental stage lands to a customer gap that must be closed by service marketer.

PROCESS AND SERVICE MARKETING

Process is another element of the extended marketing mix, or 7P's.There are a number of perceptions of the concept of process within the business and marketing literature. Some see processes as a means to achieve an outcome, for example - to achieve a 30% market share a company implements a marketing planning process. Another view is that marketing has a number of processes that integrate together to create an overall marketing process, for example - telemarketing and Internet marketing can be integrated. A further view is that marketing processes are used to control the marketing mix, i.e. processes that measure the achievement marketing objectives. All views are understandable, but not particularly customer focused. For the purposes of the marketing mix, process is an element of service that sees the customer experiencing an organisation's offering. It's best viewed as something that your customer

participates in at different points in time. Here are some examples to help your build a picture of marketing process, from the customer's point of view. Going on a cruise - from the moment that you arrive at the dockside, you are greeted; your baggage is taken to your room. You have two weeks of services from restaurants and evening entertainment, to casinos and shopping. Finally, you arrive at your destination, and your baggage is delivered to you. This is a highly focused marketing process. Booking a flight on the Internet - the process begins with you visiting an airline's website. You enter details of your flights and book them. Your ticket/booking reference arrive by e-mail or post. You catch your flight on time, and arrive refreshed at your destination. This is all part of the marketing process. At each stage of the process, markets:

Deliver value through all elements of the marketing mix. Process, physical evidence and people enhance services. Feedback can be taken and the mix can be altered. Customers are retained, and other serves or products are extended and marked to them. The process itself can be tailored to the needs of different individuals, experiencing a similar service at the same time.

Processes essentially have inputs, throughputs and outputs (or outcomes). Marketing adds value to each of the stages. Take a look at the lesson on value chain analysis to consider a series of processes at work.

SIGNIFICANCE OF SERVICES MARKETING

The services sector if marketed in a right fashion contributes substantially to the process of development. The speed of socio-economic transformation can be increased sizably if the innovative marketing principles are practiced. We can't deny the fact that in the years to come the services sector would get a conducive environment with profitable opportunities. If we market the services in a right direction, the available opportunities can be capitalized on optimally. It is against this background that we make an advocacy in favors of services marketing. The following facts are a staunch testimony to this proposition that an optimal development of the services sector would pave copious avenues for the development of national economy.

1. Creation and expansion of job opportunities:

The mounting problem of unemployment specially in the Indian perspective makes it essential that whatever the development plans we formulate are instrumental in creating and

expanding the job opportunities. We can't deny that the development of services sector would open doors, search new vistas for the development of even those sectors which have either remained untapped or have partially been tapped. If we turn our eyes on the different components of the services sector, such as personal care services, education services, medicare services, communication services, tourism services, hospitality services, banking services, insurance services, transportation services, consultancy services and even other services; the existing conditions compel us to think that an organized and a systematic development would create tremendous job opportunities. It is also right to mention that marketing practices would play an incremental role in making the organizations commercially viable which would signal positive developments in the national economy. It is important to mention that in the Indian context, we have not been successful in tapping the potentials of the services sector since in the USA more than 85 per cent of job opportunities come from the services sector. This confirm the significance of services sector to the creation of job opportunities. Our prime attention on raising the contribution of the services sector to the GNP or the national economy would establish a new circle of development which would invite multi-faceted positive developments.

2. An Optimal Utilization of Resources:

The most important thing in the development process is to make possible an optimal development of the different types of resources available in a country. Since we have been facing the problem of a non-optimal demographic structure, it is pertinent that we make an assault on the misuse of resources. It is in this context that we find the services marketing important since this sector of the economy if marketed properly regulates the unproductive use of resources. By marketing services, we prefer to use resources which remain unutilized or underutilized generally found to be a burden on the exchequer. The personal care services, the entertainment services, tourism services, hotel services help developing the economy without consuming the natural resources. It is high time that the policy planners realize gravity of the situation and regulate the non-optimal use of natural resources so that we don't complicate the magnitude of problem for the coming generations. To be more specific in an over-populated country, it is much more impact generating that the development policies assign due weightage to the conservation of natural resources. Of course, the services marketing simplify our task of conserving the valuable natural resources for the coming generations.

3. Paving avenues for the formation of capital:

To energies the process of development, it is essential that we speed up the process of capital formation so that the problem of inadequacy of financial resources is minimized. It is against this background that we need to assign due weightage to the development of services sector. The formation of capital is substantially influenced by the contributions of production processes to the national economy. If our investments are found to be productive, we contribute substantially to the development process. The increasing GNP paves avenues for the development of income which opens doors for investment. For accelerating the rate of capital formation, it is essential that we explore opportunities and identify important or the profitable seNices. It is also significant that we keep in mind the potentials available and plan

accordingly. It is important to mention that in the economy of US, an individual spends about 49 per cent of a dollar on seNices. This makes the development conditions favorable and investment opportunities are capitalized on profitably. An important task before the development planners is to raise the contribution of GNP to the national economy which is even below 40 per cent in the Indian context. It is a crying need of the hour that the development planners make sincere efforts to accelerate the rate of capital formation and the seNices sector would not disappoint them.

4. Increasing the standard of living:

The philosophy of development is coiled in the essence of improving the living conditions of masses which in turn help increasing the standard of living. If we offer quality living conditions for the masses, the faculty of development would be proved to be productive. The qualitative developments in the society are substantially influenced by the pattern of system of development adopted by the policy makers, if we trun our eyes on the standard of living of the Indian society, of course we find ourselves far behind the developed countries. At the same time, it is right to mention that we find good auguries and are optimistic. For increasing the standard of living, it is only not essential that we make available to the masses opportunities to earn more but it is also essential that we make sincere efforts to increase public awareness so that they know how to spend, where to spend, what to eat, how much to eat, how to develop our personality, how to keep the health sound and so on. These things contribute considerably to the standard of living. It is right to mention that with an increase in the standard of living, we succeed in enriching the potentials of human resources. The development of seNices generating organizations informs and sense the customers in a right fashion.

5. Environment-friendly technology:
Of late, we find use of technologies even in the seNices sector since almost all the seNices are now found technology- driven. To be more specific the developed countries have been found practicing the same. There is no doubt in it that we find a beginning even in the Indian condition but it is at the nascent stage. The basic difference that we find in the nature and types of technologies used for managing and offering the services is its negligible or even dismal negative effective on the environment. The banking services, insurance services, tourism services, hostel services, communication services, education services and by and large almost all the services are now technology-driven but environment friendly.

*Source: www.marketingreserch.com

RESERCH METHODOLOGY

A research methodology defines what the activity of research is, how to proceed, how to measure progress, and what constitutes success. AI methodology is a jumbled mess. Different methodologies define distinct schools which wage religious wars against each other. Methods are tools. Use them; don't let them use you. Don't fall for slogans that raise one above the others: ``AI research needs to be put on firm foundations;'' ``Philosophers just talk. AI is about hacking;'' ``You have to know what's computed before you ask how.'' To succeed at AI, you have to be good at technical methods and you have to be suspicious of them. For instance, you should be able to prove theorems and you should harbor doubts about whether theorems prove anything. Most good pieces of AI delicately balance several methodologies. For example, you must walk a fine line between too much theory, possibly irrelevant to any real problem, and voluminous implementation, which can represent an incoherent munging of ad-hoc solutions. You are constantly faced with research decisions that divide along a boundary between ``neat'' and ``scruffy.'' Should you take the time to formalize this problem to some extent (so that, for example, you can prove its intractability), or should you deal with it in its raw form, which illdefined but closer to reality? Taking the former approach leads (when successful) to a clear, certain result that will usually be either boring or at least will not Address the Issues; the latter approach runs the risk of turning into a bunch of hacks. Any one piece of work, and any one person, should aim for a judicious balance, formalizing subproblems that seem to cry for it while keeping honest to the Big Picture. Some work is like science. You look at how people learn arithmetic, how the brain works, how kangaroos hop, and try to figure it out and make a testable theory. Some work is like engineering: you try to build a better problem solver or shape-from algorithm. Some work is like mathematics: you play with formalisms, try to understand their properties, hone them, prove things about them. Some work is example-driven, trying to explain specific phenomena. The best work combines all these and more. Methodologies are social. Read how other people attacked similar problems, and talk to people about how they proceeded in specific cases.

DEFINITION OF RESEARCH
When you say that you are undertaking a research study to find answers to a question, you are implying that the process; 1. Is being undertaken within a framework of a set of philosophies ( approaches); 2. Uses procedures, methods and techniques that have been tested for their validity and reliability; 3. Is designed to be unbiased and objective, Philosophies means approaches e.g. qualitative, quantitative and the academic discipline in which you have been trained.

Research methodology *Source:www.google.com/marketing research CHARACTERISTICS OF RESEARCH:

Research is a process of collecting, analyzing and interpreting information to answer questions. But to qualify as research, the process must have certain characteristics: it must, as far as possible, be controlled, rigorous, systematic, valid and verifiable, empirical and critical. Controlled- in real life there are many factors that affect an outcome. The concept of control implies that, in exploring causality in relation to two variables (factors), you set up your study in a way that minimizes the effects of other factors affecting the relationship. This can be achieved to a large extent in the physical sciences (cookery, bakery), as most of the research is done in a laboratory. However, in the social sciences (Hospitality and Tourism) it is extremely difficult as research is carried out on issues related to human beings living in society, where such controls are not possible. Therefore in Hospitality and Tourism, as you cannot control external factors, you attempt to quantify their impact.

Rigorous-you must be scrupulous in ensuring that the procedures followed to find answers to questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly between the physical and social sciences and within the social sciences. Systematic-this implies that the procedure adopted to undertake an investigation follow a certain logical sequence. The different steps cannot be taken in a haphazard way. Some procedures must follow others. Valid and verifiable-this concept implies that whatever you conclude on the basis of your findings is correct and can be verified by you and others. Empirical-this means that any conclusion drawn are based upon hard evidence gathered from information collected from real life experiences or observations. Critical-critical scrutiny of the procedures used and the methods employed is crucial to a research enquiry. The process of investigation must be foolproof and free from drawbacks. The process adopted and the procedures used must be able to withstand critical scrutiny. For a process to be called research, it is imperative that it has the above characteristics.

TYPES OF RESEARCH
Research can be classified from three perspectives: 1. Application of research study 2. Objectives in undertaking the research 3. Inquiry mode employed Application: From the point of view of application, there are two broad categories of research: - Pure research and - Applied research. Pure research involves developing and testing theories and hypotheses that are intellectually challenging to the researcher but may or may not have practical application at the present time or in the future. The knowledge produced through pure research is sought in order to add to the existing body of research methods. Applied research is done to solve specific, practical questions; for policy formulation, administration and understanding of a phenomenon. It can be exploratory, but is usually descriptive. It is almost always done on the basis of basic research. Applied research can be carried out by academic or industrial institutions. Often, an academic institution such as a university will have a specific applied research program funded by an industrial partner interested in that program.

Objectives:
From the viewpoint of objectives, a research can be classified as -Descriptive -Correlational -Explanatory -Exploratory

Descriptive research attempts to describe systematically a situation, problem, phenomenon, service or programme, or provides information about , say, living condition of a community, or describes attitudes towards an issue. Correlational research attempts to discover or establish the existence of a relationship/ interdependence between two or more aspects of a situation. Explanatory research attempts to clarify why and how there is a relationship between two or more aspects of a situation or phenomenon. Exploratory research is undertaken to explore an area where little is known or to investigate the possibilities of undertaking a particular research study (feasibility study / pilot study). In practice most studies are a combination of the first three categories.

Inquiry Mode:
From the process adopted to find answer to research questions the two approaches are: - Structured approach - Unstructured approach Structured approach: The structured approach to inquiry is usually classified as quantitative research. Here everything that forms the research process- objectives, design, sample, and the questions that you plan to ask of respondents- is predetermined. It is more appropriate to determine the extent of a problem, issue or phenomenon by quantifying the variation. e.g. how many people have a particular problem? How many people hold a particular attitude? Unstructured approach: The unstructured approach to inquiry is usually classified as qualitative research. This approach allows flexibility in all aspects of the research process. It is more appropriate to explore the nature of a problem, issue or phenomenon without quantifying it. Main objective is to describe the variation in a phenomenon, situation or attitude. e,g, description of an observed situation, the historical enumeration of events, an account of different opinions different people have about an issue, description of working condition in a particular industry. Both approaches have their place in research. Both have their strengths and weaknesses. In many studies you have to combine both qualitative and quantitative approaches. For example, suppose you have to find the types of cuisine / accommodation available in a city and the extent of their popularity. Types of cuisine is the qualitative aspect of the study as finding out about them entails description of the culture and cuisine the extent of their popularity is the quantitative aspect as it involves estimating the number of people who visit restaurant serving such cuisine and calculating the other indicators that reflect the extent of popularity.

THE RESEARCH PROCESS

The research process is similar to undertaking a journey. for a research journey there are two important decisions to make1) What you want to find out about or what research questions (problems) you want to find answers to;

2) How to go about finding their answers. There are practical steps through which you must pass in your research journey in order to find answers to your research questions. The path to finding answers to your research questions constitutes research methodology. At each operational step in the research process you are required to choose from a multiplicity of methods, procedures and models of research methodology which will help you to best achieve your objectives. This is where your knowledge base of research methodology plays a crucial role.

Steps in Research Process:

1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalisation and Interpretation 8. Preparation of the Report or Presentation of Results-Formal write ups of conclusions reached.

FORMULATING A RESEARCH PROBLEM *

*Source: www.experiment-resources.com

Purpose of Research Methodology

After implementing the props-based interface, I felt encouraged by the enthusiastic informal evaluations offered by neurosurgeons and others. The system was also well received as a point design by the human-computer interaction community, offering additional encouragement, and my survey of techniques and issues across a broad selection of systems and experiments had suggested some areas worthy of further exploration. However, to make some salient general points about interface design, I felt that my research needed to move beyond the informal approaches used so far, and perform some formal evaluations under experimentally controlled conditions. My goal was to move beyond point design and to introduce some careful scientific measurement of relevant behavioral principles. Even given that one wants to "evaluate" a system, there are many possible strategies for evaluation that one might choose. The purpose of this chapter is to outline some of the possibilities, to provide a rationale for the research methodology which was ultimately chosen, and to discuss the process for applying that methodology.

CONCLUSION
Marketing-the concept: The term marketing might be relatively new, but its philosophy has been practiced since the beginnings of the exchange or trade system. Like so many words in the English language, marketing is derived from Latin, where "mercari" means, "to trade". In fact, some dictionaries trace the word "market" back to Sanskrit, so essential has the process been from our very beginnings. Marketing Research: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization objectives. The marketing concept requires that customer satisfaction rather than profit maximization be the goal of an organization. [Note] In other words, the organization should be consumer oriented and should try to understand consumers' requirements and satisfy them quickly and efficiently, in ways that are beneficial to both the consumer and the organization. This means that any research organization should try to obtain information on consumer needs and gather marketing intelligence to help satisfy these needs efficiently. Services-the concept: Services refer to social efforts which include even government to fight five giant evils, e.g. want, disease, ignorance, squalor and illness in the society. Goods and Services: The starting point in considering the goods and services tax is that the

operation of the tax directly or indirectly affects every transaction which occurs on or after 1 July 2000 and also has consequences for many agreements which were entered into long before the date of implementation of attacks. The GST replace a number of existing taxes, most notably the wholesale sales tax. The removal of the wholesale sales tax, together with the introduction of the GST, affected prices of all goods and services in Australia. As the GST has such a broad reaching effect, or practitioners, whether specialising in revenue law, commercial law or otherwise, must have at least a general understanding of the operation of the GST serviced identified as an issue on which their clients may seek further advice should they choose to do so. Heterogeneity, Re-selling. Tangibility, Transferability, Existence, Customer Service: Customer service (also known as Client Service) is the provision of service to customers before, during and after a purchase. According to Turban et al, 2002 Customer service is a series of activities designed to enhance the level of customer. Salient Features of Marketing Services: Intangibility, Perish ability, Inseparability, Heterogeneity, Ownership, Simultaneity, Quality Measurement, Nature of Demand. Services Marketing-the concept: We term marketing a function by which a marketer plans, promotes and delivers goods and services to the customers or clients. In the marketing of services, the providers are supposed to influence and satisfy the customers or users. Service Marketing Mix: The expanded marketing mix for services; customer focus as a unifying theme and the gaps model of service quality the framework for organizing the rest of chapters in the book. The remainder of the tax focuses on exploring the unique challenges faced by organizations that sell and deliver services and on developing solutions for dealing with these challenges that will help you become an effective services champion and manager. 7 Ps of Service Marketing Mix; The 7 Ps of Service Marketing Mix are; Product, Price, Place, Promotion, People, Process and Physical. Consumer Behavior in Service: Consumer Behavior A consumer is the ultimate user of a product or service. The overall consumer market consists of all buyers of goods and services for personal or family use, more than 270 million people (including children) spending trillions. Research methodology: This chapter has provided a discussion of the issues of working with expert domain users and has demonstrated the rationale and process for the experimental work described in subsequent chapters. Each evaluation technique has its own advantages and disadvantages. For the purpose of extracting general design principles and knowledge about human behavior, evaluation with non-experts is a suitable strategy. This thesis offers some elements from each of the informal usability testing, use by domain experts for real work, and formal experimentation strategies, providing a synergy of real-world application and careful scientific measurement. The remaining chapters will now focus on the formal experiments.

BIBLIOGRAPHY 1. SERCH ENGINE: www.google.com www.yahoo.com www.rediff.com 2. LINK: www.wikipedia.com www.marketingreserch.com www.marketingteacher.com www.earnmarketing.net www.aishwaryacollege.in

3. REFFERED BOOK: MARKETING MANAGEMENT Debraj Datta Mahua Datta SERVICE MARKETING Morris Mayer SERVICE MARKETING Christopher Lovelock Jochen Wirtz Jayanta Chatterjee MAEKETING OF SERVICE Supriya Singh Amitabh Ray 4. NEWSPAPER: TIMES OF INDIA HINDUSTAN TIMES