Service marketing involves promoting intangible services and ensuring customer satisfaction. It has become important for economies due to services contributing significantly to GDP and employment in countries like India. Service marketing differs from traditional product marketing due to characteristics of services being perishable, inseparable from their provider, and not having ownership. It is conducted through various approaches and is crucial as the global service sector continues to expand.

1. SERVICE
MARKETI
NG
What is service marketing? Why has
service marketing become important
for Indian and Global economy?
Illustrate.

2. What is
Service
Marketing?

3. SERVICE MARKETING
A phenomenon wherein
a service or an
intangible commodity is
promoted and marketed
among the target
audience.

4. SERVICE MARKETING
"Don’t be afraid to get
creative and experiment
with your marketing.”
– Mike Volpe

5. FEATURES OF SERVICE
MARKETING
Perishable
Products
1.
Intangible
Performanc
e
3. 5.
Inseparably
Interesting
2.
No
Ownership
Involved
4.
Cost Of
Consumption

6. TYPES OF SERVICE MARKETING
1. Business-to-
Consumer (B2C)
This is the main customer
service provided by
companies to its end
customers.
2. Business-to-
Business (B2B)
Many companies provide
services to enterprises and
organizations.
3. Post-Purchase
Service
Focuses on the add-on and
complementary services
offered by companies in
addition to the core product.

7. ● Cannot be demonstrated.
● Sale, production, and consumption
of services take place
simultaneously.
● Cannot be stored.
● Cannot be protected through
patents.
● Cannot be separated from the
service provider.
● Not standardized and are
inconsistent.
PROBLEMS IN MARKETING
SERVICES

8. PARADIGM IN SERVICE MARKETING
1. Service Categories

9. PARADIGM IN SERVICE MARKETING
4. Service as a Process 5. Speed and Accuracy
2. Customer Oriented 3. Single Take

10. SERVICE MARKETING
TRIANGLE
Internal Marketing External Marketing
Interactive
Marketing

11. WHY IS SERVICE MARKETING IMPORTANT FOR
INDIAN ECONOMY?
1. Contribution to GDP
Contribution of Services Sector to GDP
YEAR PERCENTAGE
1950-51 28.0
1990-91 42.5
2000-01 50.5
2014-15 60.0
The GDP contribution of the main constituents of the
services sector in 2014-15
Services Sub-Sectors (2013-14) Per
cent of GDP
Trade, Hotels, Transport and Communication
26.4
Financing, insurance, real estate and business services
20.6
Public administration, defence and other services.
13.0
Total Services

12. WHY IS SERVICE MARKETING IMPORTANT
FOR INDIAN ECONOMY?
2. Employment
Share of Employment of
Services Sector
YEAR
PERCENTAGE
1993-94 20
1999-00 23
2011-12 27

13. WHY IS SERVICE MARKETING IMPORTANT
FOR INDIAN ECONOMY?
4. Supports the Primary and
Secondary Sector
6. Revenue to the
Government
3. Contribution to Exports 5. Capital Formation

14. WHY SERVICE MARKETING IS IMPORTANT
GLOBAL ECONOMY ?
Market Expansion
Extending a company's locations where it
conducts business and advertises its
products and services allows for a larger
customer base and potentially higher
profit margins.
Brand Reputation
Customers, right or wrong, perceive
brands that sell in multiple markets to be
of higher quality and provide better
service than brands that only sell locally.

15. WHY SERVICE MARKETING IS IMPORTANT
GLOBAL ECONOMY ?
Global Networking
When a company expands into a global
market, it gains the distinct advantage of
connecting with new customers and
business partners.
Future Opportunities
It also allows the company to connect
with new vendors, a larger workforce,
and new technologies and ways of doing
business.

16. Global Networking
• SERVICES CONTRIBUTION IN
GDP INCREASES
• MORE THAN 70% IN OECD
COUNTRIES

17. Change
• SERVICE EXPORT CHANGE IS
MORE THAN OTHERS
• SHARE OF SERVICES
EXPORTS IN TOTAL GLOBAL
EXPORTS INCREASES

18. To sum it up, service marketing is a
concept wherein a company promotes its
services that are intangible, inseparable
yet perishable in nature. Through an array
of initiatives, service marketing is carried
out in light of the emerging global service
sector. Moreover, service marketing is
much different than product marketing
and involves a variety of features to be
kept in mind. The importance of service
marketing has grown immensely in recent
times as more and more services like
education, banking, hospitality, etc. are
emerging as popular commodities.
CONCLUSIO
N

19. CREDITS: This presentation template was created by
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THANKS!
PRESENTED BY:
Saloni Gupta
Sanjana Nanda
Sarthak Ahuja
Sarthak Gupta
Satyavart Pandey