Professional Documents
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Service Marketing
Service Marketing
MARKETING
Presentation by,
Dr. Basavaraj S.Kudachimath
Discussion Points
Concept of Services.
What are services?
A service is an act or performance that one party can
offer to another that is necessarily intangible and does not result
in the ownership of anything. Its production may or may not be
tied to a physical product.
By Philip Kotler.
Based on this the nature of service is.
1.Lack of physical output
2.Benefit to the receiver from the service rather than product
3.Services are intangible.
Because of the above special nature of service,
marketing of pure service needs special skills.
So it includes
Deeds ( Action of service provider),Processes ( Steps in
the provision of service), Performance. (Customers understanding
of how the service has delivered ie effect)
Dr. Basavaraj S.Kudachimath VTU
Belgavi
Industry
Sector
30.02
7
5
2
Sect
%
2011
2012
2013
or
Agricultur
1,505,58 1,668,67 1,881,15 shar
-12 0 -13 6 -14 2 17.95
e Sector
e
%
2014
1,964,50 shar
17.01
-15
6
e
Services
Sector
6,118,73
8
51.31
52.97
GVA ( Gross
Value Added)
GDP ( Gross
Domestic
Product)
GDP=
GVA+TaxesSubsidies.
Source :http://statisticstimes.com/economy/sectorwise-gdp-contribution-ofindia.php
Sect
%
2011
2012
2013
or
Agricultur
1,505,58 1,668,67 1,881,15 shar
-12 0 -13 6 -14 2 17.95
e Sector
e
%
2014
1,964,50 shar
17.01
-15
6
e
Industry
Sector
30.73
3,466,99
6
30.02
Services
Sector
51.31
6,118,73
8
52.97
GVA ( Gross
Value Added)
GDP ( Gross
Domestic
Product)
GDP=
GVA+TaxesSubsidies.
Services
Resulting Implications
Tangible
Intangible
Standardized
Production
separate from
consumption
Simultaneous
production and
consumption
Nonperishable Perishable
Tangibility Spectrum
Characteristics of services
External
Marketing
setting the
promise
Employees
Interactive Marketing
delivering the promise
Dr. Basavaraj S.Kudachimath VTU
Belgavi
Customers