Market Segmentation, 7 P's of Marketing.Marketing Mix.Product.Price.Promotion.Advertising.Place.Marketing Mix in Service Industry.People.Physical Evidence.Process.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
Segmentation, Targeting and Positioning in Tourism pptSriDevi Mohan
This is one of the marketing strategy for generating more profit in tourism industry, also this STP process is not only for tourism industry, it suits all
The document discusses market segmentation in tourism marketing. It defines a market and explains that markets can be segmented based on geographic, demographic, psychographic, and behavioral variables. Some key variables for segmenting the tourism market include age, income, interests, activities, and travel motivations. The 4Ps of marketing - product, price, place, and promotion - are also discussed as tools for developing marketing strategies targeted at different tourist market segments.
The document discusses marketing strategies for tourism products. It outlines the 7 Ps of tourism marketing - product, price, place, promotion, process, people, and physical evidence. For each P, it provides details on key considerations. For example, it notes that the tourism product consists of attributes and benefits for customers. It also gives examples of SOTC's initiatives for people including training programs and developing employees.
The document discusses marketing strategies for tourism, including the traditional 4Ps and expanded 7Ps frameworks. It outlines key elements of each P, such as product design and quality, pricing strategies, placement of distribution channels, and promotional techniques. Additional Ps covered include people (employees and customers), the customer experience process, and physical evidence like infrastructure and facilities. A SWOT analysis identifies strengths, weaknesses, opportunities and threats for Pakistan's tourism industry. Both pros and cons of tourism marketing are debated. Finally, important skills for tourism marketers like creativity, communication, self-motivation, and team-building are highlighted.
The document discusses tourism marketing and provides guidance on developing an effective tourism marketing strategy. It defines tourism marketing and outlines key differences from product marketing. A systematic approach to marketing segmentation, orientation, strategies, and plans is described. Procedures for marketing tourism destinations and organizations are also identified, including market planning, target market selection, and marketing mix selection.
The document discusses how to identify and define a target market. It explains that market segmentation involves dividing the overall market into meaningful subgroups based on characteristics like demographics, psychographics, and behaviors. Understanding the target market means knowing who the users, buyers, influencers and decision makers are, as well as their demographics, geographics, psychographics, needs, and buying behaviors. Market research is needed to develop a customer profile and understand competitors to effectively segment and target the right group.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
Segmentation, Targeting and Positioning in Tourism pptSriDevi Mohan
This is one of the marketing strategy for generating more profit in tourism industry, also this STP process is not only for tourism industry, it suits all
The document discusses market segmentation in tourism marketing. It defines a market and explains that markets can be segmented based on geographic, demographic, psychographic, and behavioral variables. Some key variables for segmenting the tourism market include age, income, interests, activities, and travel motivations. The 4Ps of marketing - product, price, place, and promotion - are also discussed as tools for developing marketing strategies targeted at different tourist market segments.
The document discusses marketing strategies for tourism products. It outlines the 7 Ps of tourism marketing - product, price, place, promotion, process, people, and physical evidence. For each P, it provides details on key considerations. For example, it notes that the tourism product consists of attributes and benefits for customers. It also gives examples of SOTC's initiatives for people including training programs and developing employees.
The document discusses marketing strategies for tourism, including the traditional 4Ps and expanded 7Ps frameworks. It outlines key elements of each P, such as product design and quality, pricing strategies, placement of distribution channels, and promotional techniques. Additional Ps covered include people (employees and customers), the customer experience process, and physical evidence like infrastructure and facilities. A SWOT analysis identifies strengths, weaknesses, opportunities and threats for Pakistan's tourism industry. Both pros and cons of tourism marketing are debated. Finally, important skills for tourism marketers like creativity, communication, self-motivation, and team-building are highlighted.
The document discusses tourism marketing and provides guidance on developing an effective tourism marketing strategy. It defines tourism marketing and outlines key differences from product marketing. A systematic approach to marketing segmentation, orientation, strategies, and plans is described. Procedures for marketing tourism destinations and organizations are also identified, including market planning, target market selection, and marketing mix selection.
The document discusses how to identify and define a target market. It explains that market segmentation involves dividing the overall market into meaningful subgroups based on characteristics like demographics, psychographics, and behaviors. Understanding the target market means knowing who the users, buyers, influencers and decision makers are, as well as their demographics, geographics, psychographics, needs, and buying behaviors. Market research is needed to develop a customer profile and understand competitors to effectively segment and target the right group.
Market segmentation in resorts purpose and typesAMALDASKH
Market segmentation in the resort industry involves dividing the market into distinct groups based on characteristics like demographics, behaviors, and geography. There are several types of market segmentation used in resorts including demographic segmentation based on variables like age, income, and gender. Market segments must be identifiable, accessible, substantial, and durable to be profitable. An example of demographic segmentation identifies a segment of "Golf Best Customers" based on their average age, gender, education, income, number of rounds played, and years playing golf. Segmentation allows resorts to better understand customer groups and tailor products and marketing to build loyalty.
Tourism marketing involves identifying and satisfying tourists' needs and desires in order to facilitate voluntary exchanges between tourists and tourism organizations. It is concerned with understanding why tourists might visit a destination, which products and services they will choose, how much they are willing to pay, and how they feel after their experience. For organizations, tourism marketing involves determining what to offer, how to price offerings, and when and to whom products should be marketed. Tourism marketing is an economic, social, and managerial process that moves from understanding tourist needs and wants to providing benefits through products, services, and experiences that satisfy tourists.
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
This document provides an overview of tourism and the tourism industry in India. It discusses key topics such as the economic impact of tourism, popular types of tourism in India including adventure, wildlife, and pilgrimage tourism. It also highlights some of India's popular tourism destinations like Kerala and Kashmir. The document analyzes the tourism industry from different perspectives like market positioning, key players, and using PEST analysis. It also discusses topics like hospitality, career opportunities, and important marketing skills for tourism professionals.
This document outlines key concepts in marketing tourism as a service product. It defines marketing and differentiates it from selling, discussing how marketing focuses on customer needs through integrated efforts. The document also describes the evolution of marketing from a production to sales to modern customer-oriented approach. It covers characteristics of tourism as a service, risks, and adoption of marketing operations. Finally, it discusses criticisms of purely profit-focused marketing and the importance of societal responsibility.
This document discusses market segmentation and target marketing. It defines market segmentation as dividing the total heterogeneous market into homogeneous segments based on characteristics like geography, demographics, psychographics, and behavior. The key levels of segmentation discussed are mass marketing, segment marketing, niche marketing, local marketing, and individual marketing. Various bases for segmenting consumer markets like geography, demographics, psychographics, and behavior are also outlined. The document emphasizes that target marketing requires identifying segments, selecting target segments, and positioning the product to communicate benefits to the target segment.
This document discusses key aspects of tourism marketing. It begins by outlining the evolution of marketing from simple trade to relationship marketing. Current trends in digital marketing and social media are noted. The unique challenge of marketing the tourism experience is also highlighted. Statistics show 10.91% growth in Philippine tourism arrivals from 2014 to 2015. Emerging markets for the Philippines include Spain, New Zealand, France, Saudi Arabia, and the Netherlands. The document also outlines six unique characteristics of the tourism industry and explains why tourism is a high-involvement product. Definitions of marketing from various sources are provided, as are diagrams of the marketing process and core marketing functions.
The document discusses effective channel management strategies for hotels. It recommends identifying target customers, revamping websites for better booking experiences, distributing inventory across multiple online channels like Expedia and Booking.com, engaging customers through social media, monitoring pricing and competitors, expanding reach to new websites, using digital marketing for promotions, automating channel management for real-time updates, continually analyzing data to optimize revenue, and adapting to market changes. The key aspects are knowledge of products, competitors and markets, gathering business intelligence, and ensuring accessibility of rates and inventory.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
This document discusses hospitality marketing. It begins by defining marketing and hospitality marketing, noting that hospitality marketing deals with both tangible products and intangible experiences in industries like hotels, restaurants, and tourism. It then covers the key concepts of integrated marketing and the three main categories of the hospitality industry. The bulk of the document discusses the 7Ps of marketing as they relate to tourism, including product, price, place, promotion, people, process, and physical evidence. It also discusses the service marketing triangle and the SERVQUAL dimensions of assurance, responsiveness, reliability, empathy, and tangibles that are important in tourism.
This document discusses the marketing mix for tourism and hospitality. It begins by introducing the concept of determining customer wants and needs before designing products and services. It then describes the expanded "8 Ps" marketing mix for services, including the three components of the hospitality marketing mix: the product-service mix, presentation mix, and communication mix. Finally, it outlines the eight Ps of marketing tourism, which are product, price, promotion, place, people, planning, programming, and physical evidence. The eight Ps summarize the special marketing approach required for tourism due to its emphasis on memories and experiences over tangible goods.
Segmentation, Targeting, and Positioning Manish Kumar
The document discusses the three steps of target marketing: market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. The major bases for segmenting consumer and business markets are then described, including geographical, demographic, psychographic, and behavioral factors. The document also explains how companies identify attractive market segments using measures like segment size and growth. It outlines strategies for targeting segments, such as undifferentiated, differentiated, concentrated, and micromarketing. Finally, it defines positioning as a product's place in consumers' minds relative to competitors and discusses how companies choose positioning strategies based on competitive advantages.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
This document discusses marketing concepts and strategies for travel agencies and tour packages. It defines marketing according to various experts and organizations. It then discusses unique features of travel agency marketing, including the elastic and seasonal demand for tour packages. The document also covers tour market segmentation methods, the marketing mix, and developing a tour marketing plan. It emphasizes identifying target markets, positioning products, and using innovative promotion strategies.
This document discusses target markets and market segmentation. It defines a target market as a group of people a firm markets to with a strategy to satisfy their needs. There are two main types of markets - consumer markets for personal use goods, and business markets for goods used in production. The role of market segmentation is to divide the total market into smaller, more homogeneous groups as no single marketing mix can satisfy all consumers. Effective segmentation requires segments be measurable, accessible, substantial, differential and actionable.
3. marketing segmentation, targeting and positioningssuserb62571
Marketing segmentation divides potential customers into groups based on geographic, demographic, psychographic, and behavioral factors. There are four main types of segmentation: geographic looks at where customers live; demographic considers attributes like age, income, family size; psychographic examines personality, values, attitudes; behavioral analyzes purchasing patterns. Effective targeting selects the right segments to focus on and determines how many products to offer in each segment. Positioning concepts can be functional to solve problems, symbolic for self-image, or experiential to provide sensory experiences.
This document discusses marketing strategies for tourism destinations. It begins by defining fundamental concepts like the components of the travel and tourism industry. It then discusses characteristics of services like intangibility and perishability. Seasonality and high fixed costs are particular to travel and tourism services.
The main factors that determine demand for travel are then outlined, like economic, demographic, and socio-cultural factors. The marketing mix of product, price, place, and promotion is also explained in the tourism context. People and physical evidence are added to the mix to reflect the service aspect of tourism. The document provides examples of how the marketing mix applies to travel and tourism.
This document discusses distribution channels and systems in the tourism industry. It describes how tourism products move from producers to consumers through various intermediaries like travel agents, tour operators, and retailers. It outlines the key functions performed by members of distribution channels, including information gathering, promotion, negotiating agreements, and physical distribution of goods. Common distribution systems like direct distribution, indirect distribution, and chains involving multiple levels of intermediaries are examined. The roles of important intermediaries like tour operators and travel agents are also summarized. Finally, the impact of emerging technologies like the global distribution system, computer reservation systems, and the internet on the tourism distribution landscape are overviewed.
The document discusses the remaining two elements of the marketing mix for travel and tourism: place and promotion. Place refers to how organizations distribute their services and products to customers, including through channels of distribution, technology, and physical location. Promotion involves communicating the product/service offer to customers through methods like advertising, media, brochures, PR, and sales promotions with the goals of identifying target audiences and promoting the facility within budget.
Market segmentation in resorts purpose and typesAMALDASKH
Market segmentation in the resort industry involves dividing the market into distinct groups based on characteristics like demographics, behaviors, and geography. There are several types of market segmentation used in resorts including demographic segmentation based on variables like age, income, and gender. Market segments must be identifiable, accessible, substantial, and durable to be profitable. An example of demographic segmentation identifies a segment of "Golf Best Customers" based on their average age, gender, education, income, number of rounds played, and years playing golf. Segmentation allows resorts to better understand customer groups and tailor products and marketing to build loyalty.
Tourism marketing involves identifying and satisfying tourists' needs and desires in order to facilitate voluntary exchanges between tourists and tourism organizations. It is concerned with understanding why tourists might visit a destination, which products and services they will choose, how much they are willing to pay, and how they feel after their experience. For organizations, tourism marketing involves determining what to offer, how to price offerings, and when and to whom products should be marketed. Tourism marketing is an economic, social, and managerial process that moves from understanding tourist needs and wants to providing benefits through products, services, and experiences that satisfy tourists.
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
This document provides an overview of tourism and the tourism industry in India. It discusses key topics such as the economic impact of tourism, popular types of tourism in India including adventure, wildlife, and pilgrimage tourism. It also highlights some of India's popular tourism destinations like Kerala and Kashmir. The document analyzes the tourism industry from different perspectives like market positioning, key players, and using PEST analysis. It also discusses topics like hospitality, career opportunities, and important marketing skills for tourism professionals.
This document outlines key concepts in marketing tourism as a service product. It defines marketing and differentiates it from selling, discussing how marketing focuses on customer needs through integrated efforts. The document also describes the evolution of marketing from a production to sales to modern customer-oriented approach. It covers characteristics of tourism as a service, risks, and adoption of marketing operations. Finally, it discusses criticisms of purely profit-focused marketing and the importance of societal responsibility.
This document discusses market segmentation and target marketing. It defines market segmentation as dividing the total heterogeneous market into homogeneous segments based on characteristics like geography, demographics, psychographics, and behavior. The key levels of segmentation discussed are mass marketing, segment marketing, niche marketing, local marketing, and individual marketing. Various bases for segmenting consumer markets like geography, demographics, psychographics, and behavior are also outlined. The document emphasizes that target marketing requires identifying segments, selecting target segments, and positioning the product to communicate benefits to the target segment.
This document discusses key aspects of tourism marketing. It begins by outlining the evolution of marketing from simple trade to relationship marketing. Current trends in digital marketing and social media are noted. The unique challenge of marketing the tourism experience is also highlighted. Statistics show 10.91% growth in Philippine tourism arrivals from 2014 to 2015. Emerging markets for the Philippines include Spain, New Zealand, France, Saudi Arabia, and the Netherlands. The document also outlines six unique characteristics of the tourism industry and explains why tourism is a high-involvement product. Definitions of marketing from various sources are provided, as are diagrams of the marketing process and core marketing functions.
The document discusses effective channel management strategies for hotels. It recommends identifying target customers, revamping websites for better booking experiences, distributing inventory across multiple online channels like Expedia and Booking.com, engaging customers through social media, monitoring pricing and competitors, expanding reach to new websites, using digital marketing for promotions, automating channel management for real-time updates, continually analyzing data to optimize revenue, and adapting to market changes. The key aspects are knowledge of products, competitors and markets, gathering business intelligence, and ensuring accessibility of rates and inventory.
This document discusses key concepts in marketing tourism, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products have intangible characteristics like experiences. The 7Ps model is also introduced, which expands on the traditional model by including people, process, and physical evidence. Tourism differs from other industries in that the product experience spans from pre-trip anticipation to post-trip reflection, and involves integrating multiple suppliers. Marketing tourism requires understanding target markets' expectations and managing employees, processes, and physical facilities to deliver a consistent brand experience.
This document discusses hospitality marketing. It begins by defining marketing and hospitality marketing, noting that hospitality marketing deals with both tangible products and intangible experiences in industries like hotels, restaurants, and tourism. It then covers the key concepts of integrated marketing and the three main categories of the hospitality industry. The bulk of the document discusses the 7Ps of marketing as they relate to tourism, including product, price, place, promotion, people, process, and physical evidence. It also discusses the service marketing triangle and the SERVQUAL dimensions of assurance, responsiveness, reliability, empathy, and tangibles that are important in tourism.
This document discusses the marketing mix for tourism and hospitality. It begins by introducing the concept of determining customer wants and needs before designing products and services. It then describes the expanded "8 Ps" marketing mix for services, including the three components of the hospitality marketing mix: the product-service mix, presentation mix, and communication mix. Finally, it outlines the eight Ps of marketing tourism, which are product, price, promotion, place, people, planning, programming, and physical evidence. The eight Ps summarize the special marketing approach required for tourism due to its emphasis on memories and experiences over tangible goods.
Segmentation, Targeting, and Positioning Manish Kumar
The document discusses the three steps of target marketing: market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. The major bases for segmenting consumer and business markets are then described, including geographical, demographic, psychographic, and behavioral factors. The document also explains how companies identify attractive market segments using measures like segment size and growth. It outlines strategies for targeting segments, such as undifferentiated, differentiated, concentrated, and micromarketing. Finally, it defines positioning as a product's place in consumers' minds relative to competitors and discusses how companies choose positioning strategies based on competitive advantages.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
This document discusses marketing concepts and strategies for travel agencies and tour packages. It defines marketing according to various experts and organizations. It then discusses unique features of travel agency marketing, including the elastic and seasonal demand for tour packages. The document also covers tour market segmentation methods, the marketing mix, and developing a tour marketing plan. It emphasizes identifying target markets, positioning products, and using innovative promotion strategies.
This document discusses target markets and market segmentation. It defines a target market as a group of people a firm markets to with a strategy to satisfy their needs. There are two main types of markets - consumer markets for personal use goods, and business markets for goods used in production. The role of market segmentation is to divide the total market into smaller, more homogeneous groups as no single marketing mix can satisfy all consumers. Effective segmentation requires segments be measurable, accessible, substantial, differential and actionable.
3. marketing segmentation, targeting and positioningssuserb62571
Marketing segmentation divides potential customers into groups based on geographic, demographic, psychographic, and behavioral factors. There are four main types of segmentation: geographic looks at where customers live; demographic considers attributes like age, income, family size; psychographic examines personality, values, attitudes; behavioral analyzes purchasing patterns. Effective targeting selects the right segments to focus on and determines how many products to offer in each segment. Positioning concepts can be functional to solve problems, symbolic for self-image, or experiential to provide sensory experiences.
This document discusses marketing strategies for tourism destinations. It begins by defining fundamental concepts like the components of the travel and tourism industry. It then discusses characteristics of services like intangibility and perishability. Seasonality and high fixed costs are particular to travel and tourism services.
The main factors that determine demand for travel are then outlined, like economic, demographic, and socio-cultural factors. The marketing mix of product, price, place, and promotion is also explained in the tourism context. People and physical evidence are added to the mix to reflect the service aspect of tourism. The document provides examples of how the marketing mix applies to travel and tourism.
This document discusses distribution channels and systems in the tourism industry. It describes how tourism products move from producers to consumers through various intermediaries like travel agents, tour operators, and retailers. It outlines the key functions performed by members of distribution channels, including information gathering, promotion, negotiating agreements, and physical distribution of goods. Common distribution systems like direct distribution, indirect distribution, and chains involving multiple levels of intermediaries are examined. The roles of important intermediaries like tour operators and travel agents are also summarized. Finally, the impact of emerging technologies like the global distribution system, computer reservation systems, and the internet on the tourism distribution landscape are overviewed.
The document discusses the remaining two elements of the marketing mix for travel and tourism: place and promotion. Place refers to how organizations distribute their services and products to customers, including through channels of distribution, technology, and physical location. Promotion involves communicating the product/service offer to customers through methods like advertising, media, brochures, PR, and sales promotions with the goals of identifying target audiences and promoting the facility within budget.
Blending travel domain knowledge, past experiences and advanced technological capabilities, Blue Star Infotech provides innovative solutions that enable travel companies to overcome distribution challenges, gain operational efficiencies and increase market share.
Blue Star Infotech’s strength lies in its ability to develop end-to-end solutions across the distribution chain whether it be a customer facing portal, connectivity between suppliers and demand customers through rules driven technologies, re-engineering of legacy systems or utilizing analytics to make business-impacting decisions.
Tourism market segmentation in context of nepalJivan Nepali
The document discusses tourism market segmentation in Nepal. It notes that tourism accounts for 4.3% of Nepal's GDP and is a major source of employment. The document outlines reasons to segment the tourism market, including focusing resources on customers most likely to visit. It discusses using data like tourist records to segment based on demographics, travel purpose, and locations visited. Different approaches to segmentation like a priori and data-driven are mentioned. Potential bases for segmentation include geographic, demographic, psychographic, benefits, usage, loyalty, situation, and behavioral factors. The document concludes by showing examples of segmentation results in Nepal based on travel purpose, partners, country of origin, and satisfaction levels.
What are the different levels of market segmentationSameer Mathur
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
What are the requirements for effective segmentationSameer Mathur
There are 5 key requirements for effective market segmentation: 1) segments must be measurable in size and characteristics, 2) segments must be large and profitable enough to target, 3) segments must be accessible to reach and serve, 4) segments must respond differently to marketing elements and be conceptually distinct, and 5) effective marketing programs can be formulated for attracting and serving each segment.
This document discusses the four main bases for market segmentation: demographic, geographic, psychographic, and behavioral. Demographic segmentation divides the market based on factors like age, gender, family size, income, and education level. Geographic segmentation divides the market according to geographical units such as region, neighborhood, or continent. Psychographic segmentation groups buyers based on social class, lifestyle, and motivations. Behavioral segmentation divides the market according to variables such as purchase occasion, loyalty rate, usage rate, and benefits sought.
How do consumers make purchasing decisionsSameer Mathur
The document outlines the 5-stage process consumers go through when making purchasing decisions: 1) problem recognition, 2) information search, 3) evaluation of alternatives, 4) purchase decision, and 5) post-purchase behavior. It describes each stage in detail, including how consumers are triggered to recognize problems, search for limited options, evaluate products based on attributes, and how their purchase decision can be influenced by others and unexpected factors. It also explains that post-purchase satisfaction depends on whether expectations are met or exceeded by the product.
Requirements for effective segmentationSameer Mathur
The document outlines 5 key requirements for effective market segmentation: 1) Measurability - segments must be measurable in size and purchasing power. 2) Substantial - segments must be large and profitable enough to serve. 3) Accessibility - ability to communicate with and deliver to customers. 4) Differentiability - segments must be clearly defined. 5) Actionable - business must have resources to serve segment needs. The requirements focus on properly identifying segments that are measurable, large, accessible, clearly defined, and able to be served.
Kentucky Fried Chicken Holdings (KFC) Malaysia has over 500 restaurants nationwide. It aims to be the leading integrated food services group in Asia Pacific through consistent quality and customer service. KFC evaluates its strategies, including maintaining prices for existing products and using skimming pricing for new products. It assesses product performance through customer feedback and sales analysis. KFC also evaluates the effectiveness of its distribution channels, promotion activities, and pricing strategies. The company seeks to achieve its vision through its product quality, pricing considerations, promotional activities, and restaurant placement.
Technology and Independent Distribution in the European Travel Industry
Travel and tourism plays a major role in the European economy, providing direct and indirect contributions totalling €1.3 trillion, or roughly 10%, of the EU’s GDP in 2010. The industry provides direct employment to 8.4 million European citizens, representing nearly 4% of EU employment.
This is related to the marketing mix of Kentucky Fried Chicken The 7p's of KFC is being done here. Full data search done recently and the figures are collected through the internet.
This document discusses market segmentation in the hotel and tourism industry. It defines a market segment as a sub-set of a market with similar demands based on characteristics like gender, price, interests, etc. It describes four primary bases for segmentation: geographic, demographic, behavioral, and psychographic. The document outlines steps in market segmentation, targeting, and positioning including identifying segment bases, developing profiles, measuring attractiveness, selecting targets, and developing marketing mixes for each segment. It provides examples of how hotels segment markets based on factors like business type, leisure, airport, extended stay, and more.
The document discusses the process of new service development. It begins by defining what a service is and the differences between goods and services. It then outlines the types of new services and describes the new service development process. This includes front-end planning, idea generation, concept development and evaluation, business analysis, implementation through testing, commercialization, and post-introduction evaluation. The key steps involve reviewing business strategy, developing a new service strategy, generating and screening ideas, developing service concepts, evaluating concepts with customers and employees, analyzing business factors, testing the service, launching it commercially, and ongoing evaluation.
1) The document discusses the 7 Ps marketing strategy of North Star Hospital, which includes product, place, promotion, price, people, process, and physical evidence.
2) It describes the hospital's facilities and services, as well as its pricing structure which includes super deluxe, private, cubical, and general classes.
3) The promotion strategies include both personal promotion through referrals and word of mouth, as well as impersonal promotion using print media, hoardings, and press releases.
The hotel industry originated in the 6th century BC and is one of the oldest industries. Early inns provided only basic shelter and floor space for travelers and animals. Over time, hotels developed different classifications based on market segment, size, level of services, ownership, and star ratings. ITC Limited entered the hotel industry in 1975 and currently owns over 100 hotels across India operating under various brands like ITC Luxury Collection, Welcome Heritage, and Fortune Hotels. The key aspects of hotel operations include rooms, food and beverage, sales and marketing, security, and human resources.
This document discusses distribution channels and sales promotion techniques. It defines distribution channels as the interconnected organizations involved in making a product available to consumers. The objectives of distribution include consumer satisfaction and profitability. It also discusses channel design decisions, functions like order processing and inventory management, and channel management considerations like identifying consumer needs and selecting the optimal channel structure.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
the Sales Concept for hotel management students.pptxGaurav728476
The document discusses various sales and marketing concepts used in food service operations. It defines the sales concept as emphasizing sales over customer needs and wants. Common sales and marketing tools described include advertising, public relations, merchandising, sales promotion, and personal selling. Specific techniques are outlined, such as the purpose of different types of advertising media, how to implement public relations exercises, and factors to consider for sales promotion. The overall document provides an overview of key marketing concepts and strategies relevant for food service operators.
The document discusses the key differences between goods and services and their characteristics. Goods are tangible, have consistent definitions, and production is separate from consumption allowing them to be inventoried. Services are intangible, heterogeneous, perishable, and have simultaneous production and consumption. The marketing mix for both goods and services is also discussed, covering the 7Ps of Product, Price, Place, Promotion, People, Process, and Physical Evidence.
This document discusses marketing concepts and events marketing. It begins with an overview of key marketing terms and concepts like the marketing mix, segmentation, targeting, positioning, and the components of a marketing plan. It then provides examples of PepsiCo's "Pepsi Challenge" promotional event from the 1980s as a case study of how events can be used in marketing. The document aims to explain why event managers should understand marketing and how events fit into the broader marketing mix and tactics.
This document defines key marketing concepts and terms. It discusses that marketing involves promoting products to target audiences to satisfy customers and earn a profit. The marketing mix involves product, price, place, and promotion factors that influence customer purchasing. Marketing segmentation divides markets into subgroups with common traits. The marketing concept focuses on understanding customer needs rather than just selling products.
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYFreelance
UNIT – I INTRODUCTION
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects
and Challenges
ANNA UNIVERSITY SYLLABUS PPT FOR SEMESTER 2
Core Concept of Marketing, Nature and Scope of Marketing, Importance, Selling Vs Marketing, Marketing Concepts, Segmentation, Basis of Segmentation, Targeting, Strategies of Targeting, Positioning, Strategieis of Positioning, Consumer Markets and Buying Behaviour, Consumer Behaviour, Buying Decision Behaviour
The document discusses key concepts in modern marketing. It defines marketing as identifying and meeting human and social needs profitably. The scope of marketing has expanded beyond traditional goods and now includes services, experiences, organizations and ideas. Core concepts discussed include segmentation, targeting specific customer groups, and positioning offerings to deliver benefits to targets. New capabilities enabled by technology allow more customized and data-driven marketing approaches across touchpoints. Performance marketing requires understanding both financial and non-financial returns from activities.
The document discusses the marketing mix, which consists of 4 Ps for products - product, price, place, and promotion. It defines each P and gives examples. For services, it adds 3 additional Ps - people, process, and physical evidence. Product refers to the good or service being marketed. Price determines the firm's profits. Place involves distribution strategies. Promotion boosts brand recognition. For services specifically, people includes customers and employees, process are systems and procedures, and physical evidence is the tangible environment where services are delivered.
The document provides an overview of key marketing concepts including:
- Foreign market analysis which studies the attractiveness and dynamics of special markets. Market research gathers information about target markets.
- Marketing is a process that focuses organizational resources on environmental opportunities and customer needs. The marketing concept has evolved from a product focus to a customer orientation.
- The marketing mix (4Ps) includes product, price, place, and promotion. Additional Ps were later added.
- Global marketing internationalizes products/services to suit global consumer requirements through universal planning, production, placement, and promotion strategies.
The document discusses marketing strategy formulation. It begins by explaining that every business unit develops functional strategies for key departments like marketing to support the overall business strategy. Marketing strategy involves processes like understanding customer needs and demands. The marketing mix or "4Ps" of product, price, place, and promotion are also discussed in depth in terms of the various decisions involved in each element. Other aspects of marketing discussed include the marketing environment, analysis, planning, and various strategy techniques.
This document discusses key marketing concepts including:
1) The 4 Ps of marketing - product, price, promotion, and place which are elements an organization controls to satisfy customers.
2) Extended marketing concepts including people, physical evidence, and process which represent the human element, tangible experiences, and operational procedures of marketing.
3) Core concepts like segmentation, targeting, positioning, branding, and the supply chain which are fundamental to understanding customer needs and delivering value.
The document provides an overview of fundamental marketing principles for developing strategies that satisfy customer wants and communicate an organization's offerings.
This document provides an introduction to key concepts in marketing, including:
1. The relationship between buyers and sellers, where buyers depend on sellers for goods and services they want and sellers depend on buyers for profits.
2. Definitions of markets, consumers, customers, and commercial markets.
3. The concepts of product orientation versus market orientation.
4. The key elements of promotion, advertising, public relations, publicity, and sales.
5. How needs, wants, and demands differ.
6. Several definitions of marketing and its core purpose of identifying and satisfying customer needs profitably.
The document provides information on key marketing concepts including the 4 Ps of marketing (product, place, price, and promotion), the marketing process, consumer behavior, and factors influencing buying decisions. It defines marketing as getting potential customers interested in products/services through researching, promoting, selling, and distributing. The 4 Ps framework explains key elements of a marketing strategy. Consumer behavior is influenced by psychological, social, cultural, personal and economic factors. The stages of consumer buying behavior are identifying needs, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
The marketing mix, also known as the 4Ps, refers to product, price, place, and promotion - the key elements that help achieve marketing objectives. The document discusses each element in detail. It explains that product refers to the good or service, and marketers must understand the product's benefits and life cycle. Price is what customers pay, and it is important to select an accessible price that meets business goals. Place refers to where the product is sold and delivered, which should target the intended customer locations. Promotion covers advertising the product through various traditional and digital marketing strategies to spread awareness among the target market. The document provides questions under each element to help identify successful strategies.
This document provides an overview of key concepts in marketing management. It defines marketing as identifying and meeting human and social needs profitably. Successful marketing involves choosing target markets and attracting/retaining customers through superior value. The marketing concept emphasizes customer focus over production and selling orientations. Core concepts discussed include segmentation, positioning, targeting, branding, value, satisfaction, marketing channels, competition, and the changing marketing environment. The document compares traditional production, product and selling concepts to the modern marketing concept.
1. Marketing is the process of creating, communicating, and delivering value for customers in order to benefit the company. Marketing management involves choosing target markets and growing customers through superior value.
2. Marketing deals with customer needs and demands across different types of markets including consumer, business, global, and nonprofit markets. Companies can focus on production, products, selling, or marketing.
3. The core concepts of marketing include understanding customers' needs and wants, targeting markets, branding, delivering value, and managing competition, channels, and planning. Marketing mixes products, price, place, and promotion with customers' solutions, costs, convenience, and communication.
The document discusses the 7Ps of marketing mix, which are a set of controllable variables that a company uses to satisfy customers better than competitors. The 7Ps include Product, Price, Place, Promotion, People, Process, and Physical Evidence. For each P, the document provides details on what they entail and how companies can implement strategies around them. It also discusses other marketing concepts like buyer behavior, assembling the marketing mix based on target customers, and how to develop a diagnostic and effective marketing plan.
The document discusses various topics related to online and digital marketing including:
1) The key differences between online marketing, digital marketing, outbound marketing, and inbound marketing.
2) Traditional marketing versus new marketing approaches and the benefits of permission marketing over interruption marketing.
3) The importance of integrated marketing and maintaining a consistent brand experience across all touchpoints.
4) Customer lifecycles and the stages of reaching, acquiring, developing, retaining, and gaining customer advocacy.
5) Key questions around identifying business objectives, sales targets, core purpose, and customer personas when developing a marketing strategy.
This document provides an overview of marketing concepts including definitions of marketing, the modern concept of marketing, features of marketing, marketing management, differences between marketing and selling, marketing philosophies, functions of marketing, the role of marketing, elements of the marketing mix including product, price, place, and promotion. It also discusses products and their classification, branding, packaging, labelling, pricing factors, channels of distribution, and factors that determine the selection of distribution channels. The key topics covered include understanding what marketing is, its importance for businesses and the economy, and the various tools and strategies used in marketing management.
A travel agency acts as an intermediary between customers and suppliers of travel services like airlines and hotels. They sell travel products and services on behalf of suppliers and make a profit from the difference between the discounted price they receive and the advertised price customers pay. Travel agencies have departments for marketing, reservations, documentation, and more. Tour operators design and sell packaged travel products directly to customers or through travel agencies.
Star Cruises is the third largest cruise line in the world and is owned by Genting Hong Kong. It was established in 1993 and operates cruise ships in the Asia-Pacific region, with destinations in countries such as China, Hong Kong, Japan, Malaysia, Singapore, Taiwan, Thailand, and Vietnam. Genting Hong Kong also has a 43.4% stake in Norwegian Cruise Line, bringing Star Cruises' total fleet to 18 ships operating in Asia and providing passengers with exotic destinations and onboard recreation.
Itft - National Tourism Organization in IndiaSwati Sood
The document summarizes the roles and functions of national tourism organizations (NTOs) and the Ministry of Tourism in India. It states that NTOs are responsible for controlling, directing, and promoting tourism within their respective countries. In India, the Ministry of Tourism is the apex body that formulates and administers tourism policies and regulations. It oversees various departments and organizations to fulfill functions like promotion, research, setting standards, and international cooperation to develop tourism.
This document discusses seasonal tourism patterns. It notes that tourism is influenced by seasonal weather changes and daylight hours. Winter tourism is driven by desires for snow or sunshine, with destinations offering warm climates or heavy snowfall. Popular winter sports include ice skating, skiing, and heliskiing. Specific winter destinations in India are mentioned. Summer tourism occurs during warmer months and is motivated by sunshine and beach activities. Popular summer destinations in India are listed, along with common summer water sports. Spring and the peak/lean tourism seasons in India are also outlined. The document concludes by examining problems faced by seasonal tourism workers, such as irregular employment and income.
Tourism planning involves analyzing the existing tourism situation and resources in an area. This includes considering other public sector plans, existing tourism programs, and conducting an inventory of natural resources like climate, flora, forests, and water bodies as well as cultural resources like historic buildings. Planning looks to the future and is done to achieve organizational objectives. The need for planning includes anticipating unpredictable futures, achieving goals, overcoming competition, reducing uncertainty, coordinating departments, efficiently using resources, determining resource needs, and forecasting events.
The tourism planning process begins with identifying a potential tourist destination, such as a hotel, resort, lake, temple or natural attraction. A SWOT analysis is then conducted to assess the strengths, weaknesses, opportunities and threats of developing the site. Demand and existing infrastructure are analyzed to determine how to develop the attractions, amenities and marketing of the site. Goals and a development plan are created and approved by stakeholders. The site is transformed over time based on the plan and promoted collectively to attract more tourists.
Basic Nature of Tourism. Characteristics of Product. Intangibility.Inseparability.Variability .Perishable.Unstable Demand. Fixed supply in the short run.Absence of Ownership, Heterogeneous.Risky.Marketable.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
2. Market Segmentation
• Market segmentation is a marketing
strategy that involves dividing a broad target
market into subsets of consumers who have
common needs.
3. Market Segmentation
Is the process of dividing a totally heterogeneous
market for a product into several segments.
Each segment is a homogeneous market in all the
significant aspects.
One or more of those segments is selected as the
organisation targeted market
Finally a separate marketing mix is developed for
each segment
4. Bases for Market
Segmentation
• Geography as a basis
• Psychography as a basis
• Demography as a basis
• Behavioral response as a
basis
7. Demography as a Basis
• Nationality
• Education
• Age
• Gender
• Income
• Family Life cycle
• Race
• Religion
• Occupation
8. Behavioral Response as a
Basis
• Usage Rate
• Type of Buying
Situation
• User Status
• Occasions
• Loyalty Status
9. Why use Market Segmentation
• The information will allow more sales to be made
• To gain greater knowledge about customers so that
it can vary the products
• Prevent promoting product to wrong people
• To target particular groups
10. Market
• A market consists of all those potential
customer who share a particular need or want
and are willing to exchange in the process of
exchange to satisfy that need or want.
11. Marketing According to
Phillip Kotler
• “the process of marketing deals with working
with the (previously defined ) markets to
actualize potential exchanges for satisfying
human needs and wants.”
12. Marketing mix
• The marketing mix is a set of marketing tools
that work together to achieves company’s
objective in the target market.
• Thus the mixture of various marketing tools is
called the marketing mix
13. When marketing their
products firms need to create
a successful mix of:
• the right product
• sold at the right price
• in the right place
• Using the most suitable promotion.
• Putting the right product in the right place, at the
right price, at the right time.
14. To create the right marketing
mix, businesses have to meet
the following conditions:
• The product has to have the right features - for
example, it must look good and work well.
• The price must be right. Consumer will need to buy
in large numbers to produce a healthy profit.
• The goods must be in the right place at the right
time. Making sure that the goods arrive when and
where they are wanted is an important operation.
• The target group needs to be made aware of the
existence and availability of the product through
promotion. Successful promotion helps a firm to
spread costs over a larger output.
16. Marketing Mix in Service
Industry
• People
• Physical evidence
• Process
17.
18. Product:-
• A product is seen
as an item that
satisfies what a
consumer needs
or wants. It is a
tangible good or
an intangible
service. Intangible
products are
service based like
the tourism
industry, the hotel
industry.
19. Price
• The price is the
amount a customer
pays for the
product.
• The price is very
important as it
determines the
company's profit
and hence,
survival.
20. Promotion
• Represents all of the methods of communication
that a marketer may use to provide information
to different parties about the product.
• Promotion comprises elements such
as: advertising, public relations, personal
selling and sales promotion.
21. Advertising
• Advertising covers any communication that is
paid for, from cinema commercials, radio and
Internet advertisements through print media
and billboards.
• Public relations is where the communication
is not directly paid for and includes press
releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and
events.
22. • Word-of-mouth is any apparently informal
communication about the product by
ordinary individuals, satisfied customers or
people specifically engaged to create word of
mouth momentum. Sales staff often plays an
important role in word of mouth and public
relations
23. • · Where and when can you get across your
marketing messages to your target market?
• · Will you reach your audience by advertising
in the press, or on TV, or radio, or on
billboards? Through PR? On the Internet?
• · When is the best time to promote? Is there
seasonality in the market·
• How do your competitors do their
promotions? And how does that influence
your choice of promotional activity
24. Place
• Refers to providing the product at a place
which is convenient for consumers to access.
Place is synonymous with distribution.
• Place is the location at which prospective
customers may be induced to purchase a
service-the point of sale(e.g. Travel Agent)
25. • Where do buyers look for your product or
service?
• · If they look in a store, what kind? A
specialist boutique or in a supermarket, or
both? Or online? Or direct, via a catalogue?
• · How can you access the right distribution
channels?
• Do you need to use a sales force? Or attend
trade fairs? Or make online submissions?
• What do your competitors do, and how can
you learn from that and/or differentiate?
26. Marketing Mix in Service
Industry:-
• The traditional marketing mix model was primarily
directed and useful for tangible products. The 7 Ps
model is more useful for service industries. The
other Ps in Service industry is:
• People
• Process
• Physical Evidence
27. People
• 'People' refers to the employees of the
organization with whom customers come into
contact.
• Recruiting the right staff and training them
appropriately in the delivery of their service is
essential if the organization wants to obtain a
form of competitive advantage. Consumers make
judgments and deliver perceptions of the service
based on the employees they interact with. Staff
should have the appropriate interpersonal skills,
attitude, and service knowledge to provide the
service that consumers are paying for.
28. People:-
• These refer to all human actors who will
participate in the delivery of the service
• This refers to the company employees who
directly and indirectly interact with the
customers. The customers will judge the
company services on the how the employee
dresses and their behavior in front of the
customers.
29. Physical Evidence
• Services are intangible in nature most service
providers strive to incorporate certain tangible
elements into their offering to enhance customer
experience.
• Similarly, restaurants invest heavily in their interior
design and decorations to offer a tangible and
unique experience to their guests.
30. • This refers to the tangible components needed in
the execution of the service like calling cards,
signage, brochures, equipment’s, and letterheads.
It also refers to the venue where the service will be
executed; an example is the branch office of the
bank or fast food chain. Elements within the
store—the store front, the uniforms employees
wear, signboards, etc
31. Process
• This is the flow of activities that the company
will follow in the execution of the service.
• This is also the actual procedures or processes
flow used by service companies.
• The Process of giving a service, and behavior
of those who deliver are crucial to customer
satisfaction.