Beruflich Dokumente
Kultur Dokumente
UNIT I
INTRODUCTION
Services marketingis a sub field
ofMarketingwhich covers the marketing
of both goods and services.
Services marketing typically refers to the
marketing of bothBusiness to
Consumer(B2C) andBusiness to
Business(B2B) services.
Examples of Service
Industries
Health Care
Heterogeneity:
Cont
Perishability:
The immediate and time-bound nature of
pure services.
Defining Services
Any act of performance that one party
Service Economy
Increased importance of the service
skilled jobs.
The individual enterprises will receive the
competitive advantage in entering open
markets while the big shots remain
engrossed in selling products.
Product-life extension is a scheme that will
reduce the material and energy
consumption required to satisfy the needs
of the consumers. It will enhance the
productivity per unit.
Pre 1980
1980-1986
1986-2000
sector
Services are the main contributors to
the GDP of the country
Demographic Changes
Taking place in a country have a significant
Cont
In the second phase:
The proportion of young people in the
population increases.
If the country is able to provide employment.
Cont
In the third phase:
The number of aged people in the country increases.
Increased awareness prompts people to save money
in
this
stage
of
demographic
Social Changes
Standard
Economic Changes
Technological Changes
Policy
Changes
markets.
Realizing
the
telecommunications
importance
infrastructure
of
for
the
began
to
deregulate
the
new
EXIM
policy
also
seeks
to
efforts
Setting prices
Finding a balance between standardization versus
customization
MYTHS OF SERVICES
Myth 1: Service is a necessary evil for manufacturing
firms
Myth 2: The service sector is labor-intensive and less
productive
Myth 3: Service firms earn less revenue when
compared to
the other two sectors
Myth 4: Growth in the service economy is linked to
the
growth of the public sector services
Myth 5: Marketing a service is different from
marketing a
product
Myth 6: Growth in the service sector eliminates jobs
from the
manufacturing sector