MBA Distance education learning / MARKETING OF SERVICES
66Learn Marketing of Services
Marketing of Services is revolving
round the world; it has become an integral part of economy’s infrastructure.
From transport, telecommunication, education, leisure to tourism it
has become the part of everybody life. Whether it is a cobbler or a
lawyer or shopkeeper everybody is in service. A good example is
MacDonald who sells burger and coke but customer is more worried about
the process of service and politeness of the staff when they serve the product .
Que -What is service?
Ans- According to Kotler - A service is any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
QUE – What are the broad categories of services?
Ans – Services fall into three categories
- pure stand alone services – for e.g. –giving counseling or consultancy
- a combination of services and goods – e.g. restaurants
- services as a component of goods in total marketing mix – for e.g. repairing or after sales service
Que- what are the characteristics
of service marketing?
Ans – There are four types of characteristics of service marketing-
- Intangibility
- Perishability
- Variability
- Inseparability
SERVICE MARKETING
what are the myths about service industries?
Ans There are certain myths about services
- Firstly, Services economy produces all the services at the expense of other sectors.But this is not right because education institutes and airlines buy so much of goods but in this case the core is the services and they are not into business because of goods but because of their services.
- Secondly, it is said that the service industry is Labour intensive but in reality health care and hospitality are capital intensive.
- Thirdly, People satisfy product need before the service need. This is again wrong because research shows that people value service as much as goods.
- Fourthly, services businesses are cottage industries and even the jobs in services are pay very low.
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Services marketing
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