This document discusses service sector management and marketing. It defines services as intangible acts that do not result in ownership of a physical product. Services have characteristics like intangibility, perishability, and heterogeneity that differentiate them from physical goods. The growth of the service industry is driven by factors like increasing affluence, more leisure time, and a higher percentage of working women. The "moment of truth" refers to any customer interaction that forms an impression of service quality. Marketing challenges for services include intangibility, lack of physical evidence, and difficulty in brand management and competition. A service sector's business environment consists of internal factors and external micro and macro environmental factors.

1. Service Sector ManagementYasmin S

2. What is services?Service is any act or performance that one party can offer to another that is essentially intangible and does not result in any ownership of anything. Its production may or may not be tied to physical products..Philip KotlerServices marketing is marketing based on relationship and value. It may be used to market a service or a productThere are no such thing as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service.” Theodore Levitt-

3. What is a service?It is intangible.It does not result in ownership.It may or may not be attached with a physical product

4. Difference between physical goods and services

5. Characteristics of Service SectorIntangibilityPerish abilityInseparabilityHeterogeneityOwnershipQuality measurementNature of demand

6. Reasons behind the growth of the Service IndustryIncreasing affluenceMore leisure timeHigher percentage of working womenComplex productsComplexity of life

7. Service Marketing Triangle SSM An Indian Perspective C. Bhattacharjee

8. Moment of Truth (MOT)Service encounter is known as MOT“any episode in which the customer comes in contact with the organization and gets an impression of the quality of its services”Eg. A rude employees behavior makes the customer conclude that he is dealing with a rude company.

9. Marketing Challenges of ServicesIntangibility

10. Services cannot be stored

11. Trust building

12. Brand management

13. Competition

14. Physical evidence

15. Marketing and sales loose momentumBusiness EnvironmentInternal environment

16. External environment