This document contains information about Nikhil Bisht's marketing course submission including definitions of marketing and marketing information systems. It discusses key dimensions of markets like size, growth rate, profitability and distribution channels. It compares manufacturing and services and discusses marketing strategies specific to ports. The strategies proposed for ports include capitalizing on opportunities, product offerings, geographical and nautical approaches, hinterland connections, labor force, know-how, fiscal environment and various promotional activities.

1. NAME : NIKHIL BISHT
SUBMITTED TO : PROF. HEMANT
ROLL.NO 13

2. SERVICE MARKETING

3. MARKETING:
 Marketing is process of creating and communicating the value of a product,
service or brand to customers or consumers for the purpose of promoting or
selling that product, service, or brand and also for maintaining customer
relationships
 Communicating the value of your product or service is a key aspect
of marketing.
MARKETING INFORMATION SYSTEM:
A market information studies the attractiveness and the dynamics
of a special market within a special industry through which
strengths, weakness, opportunity, and threats of a company can be
identified

4. KEY DIMENSIONS:
1-Market size:
Which markets to enter according to
market potential, local competition and the political situation.
 How to enter target markets
Size of markets, international trade barriers, transport costs, local competition,
government requirements and political stability
2-Market trend:
Trends and Innovations in Marketing Information Systems features the latest
prevailing technological changes and procedures necessary to promote new
developments in promotional tools and methods
3-Market growth rate:
An increase in the demand for product or service depends upon on Market
growth Market growth can be slow if consumer do not adopt a high demand
or rapid if consumers find the product or service useful for the price level.

5. 5-Market profitability:
buyers purchasing power (according to customer age groups)
supplier power (geographic regions)
barriers entry(monopoly market)
threat of substitute product (product types.)
5-Cost structure:
cost structure is helpful for formulating and implementing marketing
strategy to develop competitive advantage
6-Distribution channels:
the path through which goods and service travel from the vendor to
the consumer for final consumption
A distribution channel can be as short as a direct transaction from the
vendor to the consumer, or may include several
interconnected intermediaries along the way such as wholesalers,
distributers, agent and retailers

6. MANUFACTURING VS SERVICE
SERVICE
TANGIBILITY:
Service cannot be seen, tasted, felt, heard,
or smelled before purchase so they are
intangible
EXAMPLE : After sale service
CAPITAL:
Labour intensive
REVENUE:
revenue is primarily generated from
intangible service
INVENTORY:
Many service cannot hold inventory
MANUFACTURING
Manufacturers produce physical goods
that customers can see and touch.
So they are refered as tangible
Capital intensive
Revenue is generated
Manufacturers can produce and stock
goods

7. INSEPERABILITY:
Service cannot be seperated from
there providers
PERISHABILITY:
Service cannot be stored for later
sale or use
AUTOMATED:
Service are difficult to be automated
SITE:
Site of facility is not important
Goods can we provided by different
channel of distibution
Goods can be produce and stocked
as per market demand
Often easy to automate
Site of facility is important for cost

8. MARKETING STRATEGY IN PORT:
 PORT is a place (seaport or airport) where people and merchandise can enter or
leave a country
 SEAPORT is a port is a location on a coast or shore containing one or more
harbour's where ships can dock and transfer people or cargo to or from land
Port marketing is generally designed after consideration of below parameters:
PORT SERVICE
location, climatic condition,draft, terminals, Marine traffic control, nautical approach
pilotage, bunkering, stevedores, jetty management operations(equipment
handling) ,chartering, cargo storage
EFFICENCY OF PORT MANAGEMENT:
Large ports need to deal with a number of activities: the movement of
ships, containers, and other cargo, the loading and unloading of ships and
containers, customs activities. As well as human
resource channels, lighters, tugs, berths, warehouse, and other storage
spaces have to be allocated and released. The efficient management of a
port involves managing these activities and resources, managing the flows
of money involved between the agents providing and using these resources,
and providing management information.
:

9. ABILITY TO CAPITALIZE ON CHANCE:
it genareally involves capitalizing on the changes or grabing the opportunity,
technological upradation so that saving time and maximizing profit
PRODUCT
GEOGRAPHICAL APPROACH
NAUTICAL APPROACH
HINTERLAND CONNECTION
SERVICES
LABOR FORCE & SOCIAL CLIMATE
KNOW-HOW
FISCAL ENVIRONMENT

10. PRICE
PROMOTION
ESTIMATED COST
COMPETITON
CURRENCY
PAYMENT TERMS
MARKET VARIABLES
ADVERTISING
DIRECT MAILING
ORGANIZING PORT DAY
SCHOOL VISIT
INTERNATIONAL SHIPPING EXIHIBITION