introduction to service marketing
Chapter 1
Introduction to Service Marketing
Contents
[A] MEANING AND DEFITION
[B] FACTORS RESPONSIBLE FOR GROWTH OF SERVICE SECTOR
[C] ROLE OF SERVICES
[D] CHARACTERISTICS OF SERVICES
[E] CLASSIFICATION OF SERVICES
[F] SERVICE MARKETING ENVIRONMENT
[G] GOODS/SERVICE MARKETING
[H] PRODUCT SERVICE CONTINUUM
[I] CONSUMER BEHAVIOUR
[J] SERVICE MARKETING TRINITY
[K] SERVICE GUARANTEE
[L] SERVICE ENCOUNTER
[M] ZONE OF TOLERANCE
[N] CORE AND SUPPLEMENTARY PRODUCT
[O] BUYING ROLES
[P] MARKETING CHALLENGES OF SERVICES
[Q] QUESTIONS
[A] Definition of Services
Definition of Services
1. AMA: “Services are activities, benefits or satisfaction which are offered for sale or provided in connection with the sale of goods”.
2. Philip Kotler: “ Service is any activities or benefits that one party can offer to another that is essentially intangible and does not result in ownership of anything its production may or may not be tied to a physical product”.
3. Christopher Lovelock:“A Service is an act of performance offered by one party to another. Although the process may be tied to physical product, the performance is essentially intangible and does not normally result in ownership of any factors of production”.
[B] Factors Responsible for Growth of SS
The factors can be classified as
[1] Size of population : The rapid rise in population in India from 360 million to 1120 million has resulted in increased demand for all services.
[2] Rise in Life Expectancy : It has Increased from 40 years to 64 years. It has created higher demand for health care & medical services.
[3] Rise in Literacy : The Literacy rate has increased from 36% to 65% this has created higher demand for educational services including higher education. [3] Rise in Literacy: The literacy rate has increased from 36% to 65% this has created higher demand for educational services including higher education.
[4] Working Women: There is rapid increase in
Introduction to Service Marketing
Contents
[A] MEANING AND DEFITION
[B] FACTORS RESPONSIBLE FOR GROWTH OF SERVICE SECTOR
[C] ROLE OF SERVICES
[D] CHARACTERISTICS OF SERVICES
[E] CLASSIFICATION OF SERVICES
[F] SERVICE MARKETING ENVIRONMENT
[G] GOODS/SERVICE MARKETING
[H] PRODUCT SERVICE CONTINUUM
[I] CONSUMER BEHAVIOUR
[J] SERVICE MARKETING TRINITY
[K] SERVICE GUARANTEE
[L] SERVICE ENCOUNTER
[M] ZONE OF TOLERANCE
[N] CORE AND SUPPLEMENTARY PRODUCT
[O] BUYING ROLES
[P] MARKETING CHALLENGES OF SERVICES
[Q] QUESTIONS
[A] Definition of Services
Definition of Services
1. AMA: “Services are activities, benefits or satisfaction which are offered for sale or provided in connection with the sale of goods”.
2. Philip Kotler: “ Service is any activities or benefits that one party can offer to another that is essentially intangible and does not result in ownership of anything its production may or may not be tied to a physical product”.
3. Christopher Lovelock:“A Service is an act of performance offered by one party to another. Although the process may be tied to physical product, the performance is essentially intangible and does not normally result in ownership of any factors of production”.
[B] Factors Responsible for Growth of SS
The factors can be classified as
[1] Size of population : The rapid rise in population in India from 360 million to 1120 million has resulted in increased demand for all services.
[2] Rise in Life Expectancy : It has Increased from 40 years to 64 years. It has created higher demand for health care & medical services.
[3] Rise in Literacy : The Literacy rate has increased from 36% to 65% this has created higher demand for educational services including higher education. [3] Rise in Literacy: The literacy rate has increased from 36% to 65% this has created higher demand for educational services including higher education.
[4] Working Women: There is rapid increase in