Administrative

Issues

 Quiz: Can be surprise quiz or

pre-announced

Component

Weightag
e

Quizzes

20%

Groups for Case/Projects:

Case Presentation
Total 10 groups
Project
Each group should nominate a Mid Term Exam

member as group coordinator

End Term Exam

5%
25%
25%
25%

There will be no re-examination/re-quiz

without written instruction from the PGP
chairman

Introduction

Why Services Matter

Services dominate worldwide economies
Services are growing dramatically

The Genesis
Search Goods
Experience Goods
Credence Goods

Evolution of Marketing
Production Concept
Product Concept
Selling Concept
Marketing Concept
Service Dominant Logic

Is Service Marketing only for

Service Sector?
Services help manufacturing companies

differentiate themselves

Why do firms focus on Services?

Services can provide higher profit margins

and growth potential

Customer satisfaction and loyalty are driven

by service excellence

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

Manufacturing firms are reformulating and

enhancing existing added-value services to

market them as stand-alone core products

Characteristics of Services Compared

to Goods

Intangibility

Simultaneou
s
Production
and
Consumptio
n

Heterogeneity

Perishability

Extended Marketing Mix for

Services

The 7Ps of Services Marketing

Traditional Marketing Mix Applied to
Services

Product
Place
Price
Promotion and Education
Extended Marketing Mix for Services

Process
Physical Environment
People