& Tech., Puducherry, India. NATURE AND SCOPE OF MARKETING Unit 1 2. SERVICES MARKETING 3. From Junaid Yasin Through marketing strategies business interacts with its customers and understands their need and demand. The definition and scope of the service concept is wide and can mean any or all the following: Table 1.1: Scope of services. Marketing strategies are designed according to the needs of people and these strategies directly affect the mindset of people. Goods 2. The scope of marketing deals with the question, ‘what is marketed?’ According to Kotler, marketing people are involved with ten types of entities. In marketing, any reference to product normally applies to service also. the service offering can range vastly from one customer to another. Commerce Mates is a free resource site that presents a collection of accounting, banking, business management, economics, finance, human resource, investment, marketing, and others. NATURE AND SCOPE OF MARKETING 1. Stated simply, Services Marketing refers to the marketing of services as against tangible products. For example, two people may pay the same amount for a service but may be paying for different aspects of the service. 1. It is a process that involves exchanges of goods in monetary terms. Places 7. (c). Service as an organization: It is the entire business or not-for-profit structure that resides within the service sector. Copyright © 2018-2021 BrainKart.com; All Rights Reserved. Moreover, its production and consumption are inseparable. It has emerged as the largest and fastest growing sectors in the world economy, making higher contribution to the global output and employment. The first four elements in the services marketing mix are the same as those in the traditional marketing mix. Study Material, Lecturing Notes, Assignment, Reference, Wiki description explanation, brief detail. Customers clear all their doubts and acquire full detail through the people engaged in marketing activities of a business. They got to know about market trends and technological changes in the market. Create Awareness; Boosts Sale and Increase Revenue; Raises Standard of Living; Provide Employment; Source of New Ideas; Basis for Decision Making; Helps in Economic Development For each program or service, the hospital defines the appropriate professional staff and facilities needed to provide the services in a manner consistent with Community Hospital’s mission. Service as product support: Any product or customer-oriented activity that takes place after the point of delivery. Marketing helps in developing the economy of the country. These services are availed by different people when they came in contact with these promotional activities. Implementation of marketing strategies designed by business requires large no. of people. Tag Archives: Scope of Services. A service business is one where the perceived value of the offering to the buyer is determined more by the service rendered than the product offered. Marketing in the tourism and hospitality industry requires an understanding of the differences between marketing goods and marketing services. Marketing is pervasive in nature as it applies to all organisations. However from a market or consumer point of view the relative importance of different components of. Service as product augmentation: any peripheral activity designed to enhance the delivery of a core product. Through the marketing of services, people become aware of different economic services available in the market. This will help in serving the customer in a better way. Other customers of the same restaurant may eat there regularly because of the excellent food, modern décor and menu choice. By availing these services standard of living of people is raised. Service as an act that is service as a mode of behavior such as helping out and giving advice. Some of the most important scope of marketing are as follows: 1. Editorial: bringing socially unacceptable services into services marketing Mark Scott Rosenbaum, Rebekah Russell-Bennett. Product: In case of services, the ‘product’ is intangible, heterogeneous and perishable. Informing customers about the company’s products is a must for attracting them to buy products. Service as core product: The commercial outputs of a service organization such as a bank  account, an insurance policy or a holiday. It creates awareness about economic services offered by the business. According to Morrison (2010), services marketing “is a concept based on a recognition of the uniqueness of all services; it is a branch of marketing that specifically applies to the service industries”(p. 767). Services 3. Meaning of Service Marketing; Scope of Service Marketing. As already discussed, services are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider. Persons 6. Service marketing deals with marketing of intangible products. This increased revenue helps in removing the poverty from the country and helps in infrastructural development. Customers are induced to avail the services offered by the business. For example, a restaurant, an insurance company a charity. The Service industry forms a backbone of Social and Economic development of a region. (BS) Developed by Therithal info, Chennai. The information acquired through these marketing programmes is implemented in their production processes to deliver the services as per market trends. For instance, educational institutions are marketing knowledge packed courses, character building and all round development, hospitals are selli… Information 10. Marketing activities provide employment to a large number of people. This marketing is based on value and relationship. Service marketing is a branch of marketing concerned with marketing of intangible products. Its growth has been higher than that of Agriculture and Manufacturing sectors. People are able to use continuously this better service available thereby providing them more satisfaction. Once their requirements are known it can be used in decision making regarding production processes. Customers get full information about services through marketing activities of the business. Properties 8. Events 4. Business acquires information about new ideas and concepts through their marketing programmes. Service Marketing. There are different peoples that act an intermediary in providing full information regarding services offered by the business to its different customers. It is applicable not only to business organisations, but also to organisations such as educational, medical, government, non-government, social, religious and cultural organisations. In this way the nature and scope of services pose different challenges for managers in service businesses. Such businesses include those that provide an almost entirely intangible offering, such as legal services, health care and cleaning services and businesses that offer both services and products such as restaurants and retail outlets. So a service must be considered from the point of view of many types of customers.

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