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    Introduction To Services Marketing

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    Rahul Ojha
    The document introduces services marketing and defines a service as any act or performance that is intangible and does not result in ownership. It categorizes services as pure services, goods-related services, and self-services. Factors influencing the growth of the service sector are discussed, including government policies, social changes, and advances in technology. Key characteristics of services are that they are intangible and involve customer participation in production. The service sector is an important part of the economy, contributing over half of consumer expenditures and GDP in many countries. Common types of services include transportation, utilities, communications, finance, real estate, healthcare, tourism, IT, education, and consultancy.

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    Introduction To Services Marketing

    Uploaded by

    Rahul Ojha
    7 views12 pages
    The document introduces services marketing and defines a service as any act or performance that is intangible and does not result in ownership. It categorizes services as pure services, goods-related services, and self-services. Factors influencing the growth of the service sector are discussed, including government policies, social changes, and advances in technology. Key characteristics of services are that they are intangible and involve customer participation in production. The service sector is an important part of the economy, contributing over half of consumer expenditures and GDP in many countries. Common types of services include transportation, utilities, communications, finance, real estate, healthcare, tourism, IT, education, and consultancy.

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    The document introduces services marketing and defines a service as any act or performance that is intangible and does not result in ownership. It categorizes services as pure services, goods-related services, and self-services. Factors influencing the growth of the service sector are discussed, including government policies, social changes, and advances in technology. Key characteristics of services are that they are intangible and involve customer participation in production. The service sector is an important part of the economy, contributing over half of consumer expenditures and GDP in many countries. Common types of services include transportation, utilities, communications, finance, real estate, healthcare, tourism, IT, education, and consultancy.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    7 views12 pages

    Introduction To Services Marketing

    Uploaded by

    Rahul Ojha
    The document introduces services marketing and defines a service as any act or performance that is intangible and does not result in ownership. It categorizes services as pure services, goods-related services, and self-services. Factors influencing the growth of the service sector are discussed, including government policies, social changes, and advances in technology. Key characteristics of services are that they are intangible and involve customer participation in production. The service sector is an important part of the economy, contributing over half of consumer expenditures and GDP in many countries. Common types of services include transportation, utilities, communications, finance, real estate, healthcare, tourism, IT, education, and consultancy.

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    of 12

    Introduction to Services

    Marketing

    A SERVICE IS ANY ACT OR


    PERFORAMANCE THAT ONE PARTY
    CAN OFFER TO ANOTHER THAT IS
    ESSENTIALLY INTANGIBLE AND
    DOES NOT RESULT IN THE
    OWNERSHIP OR ANY THING.

    An act or performance offered by one party to


    another

    An economic activity that does not result in


    ownership

    A process that creates benefits by facilitating a


    desired change in:

    customers themselves

    physical possessions

    intangible assets

    A PURE
    SERVICE
    Banking
    Consulting
    Training
    Education

    RENTAL GOOD
    SERVICE
    OWN GOOD
    SERVICE
    Maintenance
    Car Repairs

    Computer
    Hire
    Rent A
    Car
    Equipment
    Leasing

    - ON
    O
    C TI
    C
    U
    D
    O
    PR

    D N
    E
    AT TIO
    L
    C
    ISO ODU
    PR

    FILMS

    LF ICE
    E
    S RV
    SE

    Health Club

    ATM

    Government Policies (e.g., regulations, trade


    agreements)
    Social Changes (e.g., affluence, lack of time, desire for
    experiences)
    Business Trends

    Manufacturers offer service


    Growth of chains and franchising
    Pressures to improve productivity and quality
    More strategic alliances
    Marketing emphasis by nonprofits
    Innovative hiring practices

    Advances in IT (e.g., speed, digitization,


    wireless, Internet)
    Internationalization (travel, transnational
    companies)

    Customers do not obtain ownership of services


    Intangible elements dominate value creation
    Greater involvement of customers in production
    process
    Greater variability in operational inputs and outputs
    Many services are difficult for customers to evaluate
    Service products perish once consumed and cannot
    be inventoried
    Time factor is more important--speed may be key
    Delivery systems include electronic and physical
    channels

    61% of GDP Contribution


    28% employment generation
    Highly People Oriented
    Heavily Overstaffed
    No comparison with other countries
    Ignorant and Socially Irresponsible
    Consumer
    Highly Technology oriented

    More than half of consumers


    expenditure on services
    Increasing Complexity
    Specialization
    Competitive Nature
    Nothing Tangible to Offer
    Very tough concept selling

    How Important is the Service Sector in


    Our Economy?
    In most countries, services add more economic value than
    agriculture, raw materials and manufacturing combined
    In developed economies, employment is dominated by
    service jobs and most new job growth comes from services
    Jobs range from high-paid professionals and technicians to
    minimum-wage positions
    Service organizations can be any sizefrom huge global
    corporations to local small businesses
    Most activities by government agencies and nonprofit
    organizations involve services

    Types of Services
    Transportation Services

    Railway, Airlines, Road

    Public Utility Services

    Water Supply, Electric

    Communication

    Telephone, Courier, TV

    Trading

    Wholesaling, Retailing

    Finance and Insurance

    Banking, Leasing, Insurance

    Real Estate

    Renting, Building

    Health Care

    Hospitals, Nursing Homes

    Tourism

    Hotels, Tour Operators

    IT and IT Enabled Services

    Software Consultancy, BPO

    Education

    Educational Institutions

    Consultancy

    Market Research

    Others

    Advertising, Event Management

    Something that can be bought and


    sold but which cannot be dropped on
    your foot !

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