2. Marketing Marketing as per Peter Drucker – the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Chartered institute of marketing– marketing as the process of discovering, expecting and suiting the customer needs and at the same time making profits.
12. Reasons for growth of services industry… Reason Effect Service effected Affluence Per capita income Pest control, personal security, Interior design. beauty parlors, event management etc.. Leisure time Travel & Holiday Travel agencies, Hotels, entertainment, career prospects Health Consciousness Awareness Health clubs, Spas, Old age homes , gyms, yoga, meditation Working Couples Working wives Day care centers, home delivery, packed food Product complexity Variety available Water purifiers, Microwaves, PC, (= AMC) Life complexity Lack of time Tax consultants, legal service, property advisors, Investment advisors.. Resource scarcity & Ecology Need of conservation Car pools, water management, high rise apartments .. New Products IT PCO, pager, e- commerce , Internet service provider, mobile service providers, cyber café
15. Differentiating services from goods… Pure tangible goods Wheat ,sugar, soap, cosmetic etc. Tangible good –Accompanied service Computer, cars air conditioners, machinery-after sales service Major service accompanying minor goods & service Beauty saloon providing cosmetics Child care centers providing baby food. Pure service Surgery, consultancy teaching
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22. Unlike goods which are first produced ,sold , consumed… services are first sold, produced and consumed.
