The lecture delivered in Sanskrit University for both MBA and BBA Students in Sanskrit Univetrsity, Uttarapradesh.

2. CHARACTERISTICS OF SERVICES COMPARED TO GOODS
Goods SERVICES
1. Tangible E.g., Mobile, TV 1. Intangible E.g., Teaching, Hospitality, media
2. Homogeneous (Standardized) 2. Heterogenous
(e.g., produced many products at a time) (e.g., medical consultation is different to each patient)
1. Inseparability 3.Simultanous Production and Consumption)
(Production separate from Consumption)
4.Nonperishable 4. Perishable( e.g., we cannot store or transfer to next
day (e.g.,we can store Tvs for a certain period) e.g., vacancies in a flight)
Service Marketing is simply defined as a phenomenon wherein a
service or an intangible commodity is promoted and marketed among
the target audience.

3. SERVICE SECTORS- TRAVEL SECTOR

4. SERVICE SECTORS- TOURISM SECTOR

5. SERVICE SECTORS- HOSPITALITY SECTOR

6. SERVICE SECTORS- EVENT (Management)SECTOR

7. SERVICE SECTORS- IT & ITeS SECTOR

8. SERVICE SECTORS- HOSPITALITY SECTOR

9. SERVICE SECTORS- MEDIA AND ENTERTAINMENT SECTOR

10. SERVICE SECTORS- BANKING AND INSURANCE SECTOR

11. EXPANDED MARKETING MIX FOR SERVICES
Product
 Physical good
features
 Quality Level
 Accessories
 Packaging
 Warranties
 Product lines
 Branding
Place
 Channel Type
 Exposure
 Intermediaries
 Outlet Locations
 Transportation
 Storage
 Managing Channels
Promotion
 Promotion Blend
 Sales People
 -Selection
 Tranning
 Incentives
Advertising
 Media Types
 Types of Ads
 Sales Promotion
 Publicity
 Internet/ Web
Strategy
Price
 Flexibility
 Price Level
 Terms ‘
 Differentiation
 Discounts
 Allowances
People
Employees
 Recruitment
 Training
 Motivation
 Rewards
 Team Work
Customers
 Education
 Training
Process
Flow of Activities
Standardization
Customized
Number of Steps
Simple
Complex
Customer involvement
Physical Evidence
Facility Design
Equipment
Signage
Employee Dress
Other Tangibles
Reports
Business Cards
Statements
Guarantees

12. The five service quality dimensions are: (SERVQUAL MODEL)
 i)Tangibility,
 ii)Reliability,
 iii)Responsiveness,
 iv)Assurance
 v) Empathy.

14. TECHNOLOGICAL INNOVATIONS – EMERGING TRENDS- SERVICES SECTOR
ROBO KITCHEN

15. TECHNOLOGICAL INNOVATIONS – EMERGING TRENDS- SERVICES SECTOR
ROBO F & B

16. TECHNOLOGICAL INNOVATIONS – EMERGING TRENDS- SERVICES SECTOR
Communities on APPs

17. TECHNOLOGICAL INNOVATIONS – EMERGING TRENDS- SERVICES SECTOR
ROBO FRONT OFFICE

18. TECHNOLOGICAL INNOVATIONS – EMERGING TRENDS- SERVICES SECTOR

19. MARKETING STRATEGIES -PHYSCIAL EVIDENCE OF A SERVICE
Physical evidence is the environment in which the service is delivered and where the firm and the
customer interact and any tangible commodities that facilitate performance or communication of the service.
Importance in Physical Evidence in Services
1. Increase Productivity : Service Outlet, Interior, Ambiance
2. Creating Better Perceptions
3. Managing Better Service Quality
4. Repositioning of Services
https://www.youtube.com/watch?v=Z5mYP27XowA

20. MARKETING STRATEGIES –Digital Marketing
1. Production Orientation
2. Selling Orientation
3. Product Orientation
4. Marketing Concept
5. Societal Marketing Concept
6. Niche Market
7. Customer Satisfaction -Customer Delight
8. Organic Marketing
9. Inorganic Marketing
10. Affiliate Marketing
11. Content Marketing
12. Influencer Marketing
13. Social Media Marketing- Tool for Social Listening
14. Customer Testimonials
15. International and National Certifications and Awards
16. SSTs ( Self Service Technologies)
17. Customization
18. Value Addition +

21. Thank You