SERVICE MARKETING

1. SERVICE MARKETING

2. Role of service sector
 Contribution to GDP.
 Share of sub sectors
 Contribution to employment

4. Reasons for growth
 Government policies.
 Social changes.
 Business trends.
 Advances in IT.
 Internationalization.

5. Government policies
 Changes in regulation.
 Privatization
 New rules to protect customer , employees &
environment.
 New agreements on trade in service.

6. Social changes
 Rising consumer expectation.
 More affluence
 Immigration
 Increased desire for buying experience &
things.

7. Business trends
 More strategic alliances
 Quality movements
 Growth of franchising
 Innovative hiring practices.

8. Advances in IT
 Convergence of computer &
telecommunication
 Greater bandwidth
 Growth of internet
 Faster ,more powerful software.

9. internationalization
 More companies operating on transactional
basis.
 Increased international travel
 International mergers & alliances.

10. Key service businesses in India
 Insurance
 Transport
 Telecommunication
 IT& ITes
 Electricity
 Postal service
 Tourism
 Banking

11.  Health care
 Education
 Entertainment and media service
 Retailing.