Service Marketing

Service Marketing

1. SERVICES MARKETING UNIT – I – INTRODUCTION SEMESTER – III MBA – II | VCEW

2. SYLLABUS UNIT – I – INTRODUCTION Definition – Service Economy – Evolution and growth of service sector – Nature and Scope of Services – Unique characteristics of services - Challenges and issues in Services Marketing .

3. Definition for service Service is an act or performance offered by one party to another that essentially intangible and does not normally result in ownership of anything. Its product may or may not be tied the physical product. – Philip Kotler

4. SERVICE ECONOMY

5. SERVICE ECONOMY MEANING OF SERVICE ECONOMY The size of the service sector is increasing in virtually all countries around the world. In emerging economies, the service output is growing rapidly and often represents at least half of the GDP. Thus, Service economy is growing. As a national economy develops, the relative share of employment between agriculture, industry (including manufacturing and mining).The service economy in developing countries like India is mostly concentrated in financial services, health, and education.

6. FACTORS CONTRIBUTING TO THE GROWTH OF SERVICE SECTOR

7. FACTORS CONTRIBUTING TO THE GROWTH OF SERVICE SECTOR Government Policies Social Changes Business Trends Advances in It Internationalisation And Globalization

8. Nature and Scope of Services

9. Nature and Scope of Services A service business is one where the perceived value of the offering to the buyer is determined more by the service rendered than the product offered. In this way the nature and scope of services pose different challenges for managers in service businesses.

10. Scope of services Service activities Service as a concept Customer service A service organization Service-based activities As a core product Added value activities As an augmented product As product support As an act

11. CHARACTERISTICS OF SERVICE MARKETING

12. CHARACTERISTICS OF SERVICE MARKETING 1. INTANGIBLE : Services are performance or actions rather than objects. They cannot be seen, tasted or touched. E.g. Surgery, Examination 2. HETROGENITY: Since services are performances produced by human beings , no two services will be alike. (it differs from hour to hour, day to day) customers are not same E.g. Tax accountant may provide different service to two customers

13. 3 .SIMULTANEOUS PRODUCTION AND CONSUMPTION: Services are sold first and then produced and consumed simultaneously. E.g. In a restaurant the services are sold first and the dinner experience is produced and consumed at the same time. 4. PERISHABILITY: Services referred to the fact that it cannot be saved, Stored or returned. E.g. A seat in an airplane

14. CHALLENGES AND ISSUES IN SERVICE MARKETING

15. CHALLENGES AND ISSUES IN SERVICE MARKETING Tangibility Relationship and Value One Versus Many Comparing Quality Return Factor

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