This document discusses service marketing and defines key terms. It notes that the service sector consists of service industries and self-employed professionals that provide services like water, gas, electricity, transportation and more. The American Marketing Association defines a service as activities, benefits or satisfaction offered for sale or in connection with goods. The document outlines features of service marketing such as perishability, intangibility, inseparability from production and customers, heterogeneity, changing demand, and lack of ownership. It also lists strategies for service firms like developing customer relationships, using the internet, and holistically marketing services.
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2. MEANING
Service sector consists of
A)service industries
B)self-employed Professionals.
In service sector, government provides water
supply, gas supply, electricity, hospitals,
educational facilities, transport services, etc
3. DEFINITION
The American Marketing
Association define service as
“activities, benefits or satisfaction
which are offered for sale
or are provided in connection with
the sale of goods.”
4. FEATURES OF SERVICE MARKETING
PERISH
ABILITY
INTANGIBI
LITY
INSEPAR
ABILITY
HETER
OGENEI
TY
CHANGIN
G
DEMAND
LACK OF
OWNERSHI
P
PRICING
OF
SERVICES
5. STRATEGIES FOR SERVICE FIRMS/WAYS OF
IMPROVING SERVICES
1) Customer relationship
2) Role of internet
3) Holistic marketing of services
