Beruflich Dokumente
Kultur Dokumente
1-1
Session Objectives:-
What is a Service?
Why Service Marketing?
Service and Technology
Uniqueness and Challenges of Services
Service Marketing Mix
Staying Focused on the Customer
1-2
Economy of India-At a Glance
The Economy of India is the fifth-largest in the
world by nominal GDP and the third-
largest by purchasing power parity.
1-7
Reasons for the growth of services in India
Economic affluence
Cultural changes
IT Revolution
Developments of markets
Reasons for the growth of services in India
Market orientation
Health awareness
Rampant migration
Service Tax
What is services marketing???
1-11
Contributions of Service Industries to
U.S. Gross Domestic Product
Dominance of Service Economy
2011-12 13.9 27 59
Products Services
Tangible Intangible
Standardized Heterogeneous
Non-perishable Perishable
The Services Marketing Triangle
Company
(Management)
Internal External
Marketing Marketing
(Zeithaml)
Characteristics of Services
(4 I’s)
Intangibility Inconsistency
Inseparability Inventory
1-20
Tangibility Spectrum
1-21
Search, Experience, and Credence Qualities
1-22
Examples
1-25
Expanded Mix for Services – The 7 Ps
Product
Price
Place
Promotion
People
All human actors who play a part in service delivery and thus influence the buyer’s
perceptions: namely, the firm’s personnel, the customer, and other customers in
the service environment.
Physical Evidence
The environment in which the service is delivered and where the firm and
customer interact, and any tangible components that facilitate performance or
communication of the service.
Process
The actual procedures, mechanisms, and flow of activities by which the service is
delivered—the service delivery and operating systems.
1-26
FOUR BROAD CATEGORIES OF
SERVICES
Four Broad Categories of Services