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    RANA CHANDRA PRAKASH SINGH
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    This document discusses service marketing. It defines service marketing as marketing of intangible products based on value and relationships. Service marketing involves both business-to-business and business-to-consumer services. The key characteristics of services are that they are intangible, involve the use of tangible goods, have no stock maintenance, have low price sensitivity, and their production and consumption occur simultaneously. Services can be classified based on whether they are tangible actions for people or goods, or intangible actions directed at people's minds or intangible assets. The importance of service marketing for the Indian economy is that it enhances GDP, creates jobs, contributes to trade, and promotes human development.

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    This document discusses service marketing. It defines service marketing as marketing of intangible products based on value and relationships. Service marketing involves both business-to-business and business-to-consumer services. The key characteristics of services are that they are intangible, involve the use of tangible goods, have no stock maintenance, have low price sensitivity, and their production and consumption occur simultaneously. Services can be classified based on whether they are tangible actions for people or goods, or intangible actions directed at people's minds or intangible assets. The importance of service marketing for the Indian economy is that it enhances GDP, creates jobs, contributes to trade, and promotes human development.

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    6 views8 pages

    Marketing of Service-1

    Uploaded by

    RANA CHANDRA PRAKASH SINGH
    This document discusses service marketing. It defines service marketing as marketing of intangible products based on value and relationships. Service marketing involves both business-to-business and business-to-consumer services. The key characteristics of services are that they are intangible, involve the use of tangible goods, have no stock maintenance, have low price sensitivity, and their production and consumption occur simultaneously. Services can be classified based on whether they are tangible actions for people or goods, or intangible actions directed at people's minds or intangible assets. The importance of service marketing for the Indian economy is that it enhances GDP, creates jobs, contributes to trade, and promotes human development.

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    of 8

    UNIT-1

    SERVICE MARKETING
    PRESENTED BY
    SAHIL BHANDARI ,ANURAG RATURI
    MBA 3rd SEM
    SERVICE MARKETING

    Service marketing is a branch of marketing


    concerned with marketing of intangible products.
    This marketing is based on value and relationship.
    It involves marketing of various economic activities
    offered by business comprising of both Business-
    to-Business (B2B) and Business-to-Consumer
    (B2C) services.
    NATURE OF SERVICE MARKETING
     Marketing of intangible products

     Non transfer of ownership

     Expanded Marketing Mix

     Heterogeneous products

     Managerial function

     Inseparability of consumption and production


    CHARACTERISTICS OF SERVICE

    • INTANGIBILITY

    • USE OF TANGIBLE PRODUCTS

    • NO STOCK MAINTENANCE

    • LOW PRICE SENSITIVITY

    • PRODUCTION AND CONSUMPTION


    CLASSIFICATION OF SERVICES

    TANGIBLE ACTION

    SERVICES FOR PEOPLE SERVICES FOR GOOD

    • HEALTH CARE • TRANSPORTATION


    • RESTAURANTS • REPAIR AND MAINTENANCE
    • SALOONS • DRY CLEANING
    INTANGIBLE ACTIONS

    Services directed Services directed


    at peoples mind At intangible assets

    • EDUCATION • BANKING
    • THEATRES • LEGAL
    • INFORMATION SERVICES
    SERVICES • INSURANCE
    EVOLUTION OF SERVICE MARKETING

    Fisk ,Brown and Bitner identify three distinct stages in the evolution of
    services marketing

    1. The Crawling stage (took place before 1980 )

    2. The Scurrying About stage (took place between 1980-1986)

    3. The Walking Erect (1986-1992)


    IMPORTANCE OF SERVICE MARKETING
    IN INDIAN ECONOMY

     Service sector enhances the GDP of the country

     Creates employment opportunities

     Contribution to Indian service trade

     Contribution toward human development

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