SERVICE MARKETING
Swapna V. Muhammed
Lecturer, MES College, Marampally
SERVICES

The sector of Explosive growth
 More than 50% of the average family’s
budget is spent on services
 Share of services in the country’s GDP is
about 60% & likely to grow
 Service sector is expected to grow @7%
MAJOR BENEFITS OF
SERVICE SECTOR
 To
provide largest no. of jobs
 Least affected by recession & highly
stable
 Potential for global trade in services
with the implementation of WTO
EXPANDING HORIZONS OF
SERVICES
1.
Financial services
Banking
Insurance
Leasing
Merchant banking
Venture Capital
2. Postal & Courier services
Mass mailing services
Insurance
Space for advertisements
EXPANDING HORIZONS OF
SERVICES…..
3. Transport
4. Tourism
5. Hotel/ Hospitality
6. Health care
7. Personal care
Beauty
Hairstyle
Gym
EXPANDING HORIZONS OF
SERVICES…..
8. Education
9. Professional services
Taxation
Career counselling
Legal counselling
Investment Management
Consultancy
Construction – Turn key projects
Event Management
-
Trade exhibition,seminars, meetings,
workshops, marriages
EXPANDING HORIZONS OF
SERVICES…..
10. Entertainment / Leisure
- Cinema, Water park
11. News Agencies
- T.V., Net, Paper, Radio
12. Information Services
- Yellow pages, Ask me
13. Public Utilities
- power, Sanitation
14. Information Technology
15. Product Support Services
- Installation, Repair & Maintanence
EXPANDING HORIZONS OF
SERVICES…..
16. Domestic services
- Laundry, Gardening, Child care, security,Pest Mgt
17. Govt. Services
- Birth certificate, cast certificate
( network between Panchayaths & Munciplaities)
18. Social & Not- For-Profit service
- police
- Polio immunization
- Protection of Environment
Significance of Service
Marketing

Intensive competition
 Growing consumer awareness
 Increasing specialization (hospitals,
hotels)
 Market sophistication
 Technology
Marketing has revolutionized
the Service sector

Tangibilising the intangibles
eg. Changing the smell of hospital
Comfortable stay at hospital
Network class room
 Managing Differentiation in terms of offering,
Delivery & Image
 Managing service Quality
Customer is the Boss & Boss is always right
 Standardization & customisation
Marketing has revolutionized the
Service sector…………

Industrialising the services
 Synchronising the Demand & Supply
 Internal Marketing
( satisfy our own employees)
 Interactive marketing
( Interaction with customers)
 Relationship Marketing
( establishing relationships with customers)
Application of Technology
( Airways- print ticket from computer)
Why should you Focus on service
marketing

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Tremendous scope for employment
Highly rewarding
Globalised opportunities
Challenging
Scope for innovation
Scope for self employment (we help)
Suited for women ( customer courtesy)