MODULE 1 INTRODUCTION TO SERVICE MARKETING.pptx

Nature and Scope of Services: meaning of services, unique characteristics,
difference between services and tangible products, service sector, classification
of services, growth of service sectors and service industries.
Services Marketing Introduction, concept and evolution of services marketing,
meaning of service marketing, myths encountered in services, need for service
marketing, and growth in Services Marketing.
Services Marketing Mix and Gaps Model: 7Ps of service marketing, service gaps
framework, perceived service quality, models of service marketing
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Service Design and Service Delivery: Service delivery process, service
encounters and Moments of Truth, employee role in service delivery, service
employee- criteria, importance and emotional approach, role of service provider,
intermediaries involved in Service Process and Service Delivery.
STP Strategy for Services: Need for segmentation of services, bases of
segmentation services, segmentation strategies in service marketing, need for
targeting and positioning of services, positioning strategies for services,
positioning Through Product/Service Delivery Strategies, Positioning Through
Pricing Strategies, Positioning Through Distribution Strategies, positioning
through Sales Promotion and Advertising, Service Differentiation Strategies.

1. SERVICE MARKETING AND CRM Dr. SHAILAJA B Associate Professor

2. Nature and Scope of Services Meaning of Services Services are intangible products that are provided to consumers or other businesses. They are activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in ownership. Services can range from professional services (like legal or medical services) to hospitality (like hotels and restaurants), transportation, education, healthcare, and more.

3. Unique Characteristics of Services Services possess several unique characteristics compared to tangible products: Intangibility: Services cannot be seen, touched, or felt before they are consumed. Inseparability: Services are typically produced and consumed simultaneously. Variability: Service quality may vary due to differences in service providers, customers, or situations. Perishability: Services cannot be stored or inventoried; they are perishable and must be consumed when produced.

4. Difference Between Services and Tangible Products The main distinctions between services and tangible products include: Physical Presence: Tangible products are physical goods that can be touched and felt, whereas services are intangible and involve actions or performances. Ownership: Tangible products are owned by the purchaser, while services are experienced or consumed without transfer of ownership. Production and Consumption: Services are often produced and consumed simultaneously, whereas tangible products are typically manufactured and then sold.

5. Service Sector The service sector, also known as the tertiary sector, encompasses industries that provide services rather than producing tangible goods. It includes a wide range of activities such as retail, hospitality, healthcare, finance, education, entertainment, transportation, and more.

6. Classification of Services Services can be classified into various categories based on different criteria: Business-to-Consumer (B2C) Services: Services provided directly to consumers, such as retail, healthcare, education, etc. Business-to-Business (B2B) Services: Services provided from one business to another, such as consulting, IT services, logistics, etc. Public Sector Services: Services provided by government entities, such as healthcare, education, public transportation, etc. Private Sector Services: Services provided by private companies, such as banking, insurance, retail, etc.

7. Growth of Service Sectors and Service Industries The service sector has seen significant growth globally due to several factors: Increasing Consumer Demand: As economies develop, there is a rising demand for services such as healthcare, education, entertainment, etc. Technological Advancements: Technologies like the internet, mobile devices, and digital platforms have facilitated the growth of service industries such as e-commerce, online banking, telemedicine, etc. Globalization: Globalization has increased demand for services such as logistics, consulting, legal services, etc., across borders. Changing Demographics and Lifestyles: Changes in demographics and lifestyles have led to increased demand for services like leisure, travel, personal care, etc.

8. Conclusion Overall , the service sector continues to expand and evolve, playing a crucial role in modern economies worldwide.