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    1 Jasa

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    Pandhu Malonda
    The document discusses key concepts about understanding services, products, consumers, and markets. It notes that services dominate the global economy, accounting for 63% of GDP and most new jobs. Powerful forces like advances in IT, communication, business trends, government policies, and social changes are transforming services markets globally. The document defines services as economic activities performed by one party for another. It outlines four broad categories of services from a process perspective and notes that because of their characteristics, services pose distinct marketing challenges related to their intangibility, heterogeneity, inseparability, and perishability compared to traditional goods.

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    1 Jasa

    Uploaded by

    Pandhu Malonda
    16 views13 pages
    The document discusses key concepts about understanding services, products, consumers, and markets. It notes that services dominate the global economy, accounting for 63% of GDP and most new jobs. Powerful forces like advances in IT, communication, business trends, government policies, and social changes are transforming services markets globally. The document defines services as economic activities performed by one party for another. It outlines four broad categories of services from a process perspective and notes that because of their characteristics, services pose distinct marketing challenges related to their intangibility, heterogeneity, inseparability, and perishability compared to traditional goods.

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    The document discusses key concepts about understanding services, products, consumers, and markets. It notes that services dominate the global economy, accounting for 63% of GDP and most new jobs. Powerful forces like advances in IT, communication, business trends, government policies, and social changes are transforming services markets globally. The document defines services as economic activities performed by one party for another. It outlines four broad categories of services from a process perspective and notes that because of their characteristics, services pose distinct marketing challenges related to their intangibility, heterogeneity, inseparability, and perishability compared to traditional goods.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    16 views13 pages

    1 Jasa

    Uploaded by

    Pandhu Malonda
    The document discusses key concepts about understanding services, products, consumers, and markets. It notes that services dominate the global economy, accounting for 63% of GDP and most new jobs. Powerful forces like advances in IT, communication, business trends, government policies, and social changes are transforming services markets globally. The document defines services as economic activities performed by one party for another. It outlines four broad categories of services from a process perspective and notes that because of their characteristics, services pose distinct marketing challenges related to their intangibility, heterogeneity, inseparability, and perishability compared to traditional goods.

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    © All Rights Reserved
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    of 13

    #1 UNDERSTANDING SERVICE

    PRODUCTS, CONSUMERS AND MARKETS


    2

    1.
    CREATING VALUE
    In the service economy
    3

    “You’re an
    expereinced
    service
    consumer ”
    4

    WHY STUDY SERVICES ?

    Service dominate the


    global economy (63%)

    Most new jobs are


    generated by services
    5

    CONTRIBUTION TO GROSS DOMESTIC PRODUCT


    6

    POWERFUL FORCES ARE TRANSFORMING


    SERVICES MARKETS

    Advance in IT
    Government
    Business trend and
    policies
    communication

    Social changes Globalization


    7

    “B2B services
    as a core
    engine of
    economic
    development”
    8

    DEFINITION
    OF SERVICE
    Services are economic activities performed by
    one party to another
    9

    FOUR BOARD CATEGORIES OF SERVICES – A


    PROCESS PERSPECTIVE
    10

    Because of its
    characteristics

    SERVICE POSE DISTINCT Intangible

    MARKETING CHALLENGE
    Heterogenity

    Inseparability

    Perishabiity
    11

    TRADITIONAL MARKETING MIX


    VS
    SERVICES MARKETING MIX
    Traditional Services
    Product Product elements
    Price Price and other outlays
    Place Place and Time
    Promotion Promotion and education
    Process
    Physical Environment
    People
    THE SERVICE-
    PROFIT CHAIN
    12
    13

    THANKS!
    Any questions?

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