Professional Documents
Culture Documents
Services
64%
Agriculture
4%
Agriculture
Services
Employment
Industry
Share of
Urbanization
Demographic shifts
Government
Industrialisation
Factors Leading to Growth of
Services
Competitive pressures
National Specialization
International Specialization
State of Services
Environmental Trends and
Emerging Service Markets
Common Bugs in
Various Services
Environmental Trends
and Emerging Service
Markets
Service Failure
Reasons
Slow to realise the importance of good service
Success hinges
on:
High
Salt
Detergents
CD Player
Wine
Golf Clubs
New Car
Tailored clothing Plumbing Repair
Fast-Food Restaurant Health Club
Airline Flight
Landscape Maintenance
Consulting
Life Insurance
Internet Banking
Low High
Intangible Elements
Source; Adapted from Lynn Shostack
Service Products vs. Customer
Service & After-Sales Service
A firms market offerings are divided into
core product elements and supplementary
service elements
Need to distinguish between:
Marketing of services when service is the core
product
Marketing through service when good service
increases the value of a core physical good
Customers must:
physically enter the service factory
Involvement is limited
May be transformed:
Sales Decline
Slow Growth
Increasing competition
Human Resources
Management
Developing Effective
Service Marketing
Strategies
Summary