Service marketing concepts strategies and cases pdf
25 Case Study Examples Every Marketer Should SeeServices marketing is a specialised branch of marketing. Services marketing emerged as a separate field of study in the early s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods. Services marketing typically refers to both business to consumer B2C and business-to-business B2B services, and includes marketing of services such as telecommunications services , financial services , all types of hospitality, tourism leisure and entertainment services, car rental services, health care services and professional services and trade services. Service marketers often use an expanded marketing mix which consists of the seven Ps : product, price, place, promotion, people, physical evidence and process. A contemporary approach, known as service-dominant logic , argues that the demarcation between products and services that persisted throughout the 20th century was artificial and has obscured that everyone sells service.
Service marketing mix in hindi and simple language
Chapter 8. Services Marketing
To be successful in tourism marketing, organizations need to understand the unique characteristics of their tourism experiences, the motivations and behaviours of travelling consumers, and the fundamental differences between marketing goods and services. In , the first television commercial, for Bulova watches, reached 4, sets Davis, The era from approximately to around was known as a time of marketing orientation Morrison, Customers had more choice in product, this required companies to shift focus to ensure that consumers knew how their products matched specific needs. This was also the time where quality of service and customer satisfaction became part of organizational strategy.
You can have all the money in the world, but if you are not a moral and ethical person, you really have nothing. Chapter Objectives: This chapter provides an overview of the service economy by introducing the nine service supersectors. Although on the surface many of these supersectors seem quite diverse, service classification schemes are discussed that assist in our understanding of the commonalities among service industries. Trends and concerns pertaining to the growth of service industries are presented that further our understanding of the service economy. Finally, this chapter introduces the very important topic of ethical issues in services marketing. Service marketers as well as service customers often face unique ethical issues that merit discussion. After reading this chapter, you should be able to 1.
Chapter Objectives: This chapter provides an introduction to the field of services marketing. The chapter discusses the basic differences between goods and services and the factors necessary for the creation of the service experience. In addition, the chapter establishes the importance of the service sector in the world economy and the need for services marketing education. Develop an appreciation for how service can be used as a competitive advantage for both intangible and tangible products. The core benefit of a tangible dominant product typically involves a physical possession that contains service elements to a less degree.
Services Marketing: Concepts, Strategies, and Cases, 4e by Hoffman and Bateson highlights sustainability, global and te DOWNLOAD PDF.
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