Service

CHAPTER 1

Services Marketing

Introduction to

Slide © by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 1

Overview of Chapter 1  Why study services?  Powerful forces that are transforming service Markets  What are services?  Four broad categories of services  Challenges posed by services  Expanded marketing mix for services  Framework for effective services marketing strategies

Slide © by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 2

Learning Objectives

1. Understand the contribution of services to a country’s economy 2. Identify the powerful forces that are transforming service markets 3. Define services using the non-ownership of services framework and understand how non-ownership affects services marketing strategies 4. Identify the four broad categories of services 5. Identify the characteristics of services and the distinctive marketing challenges posed 6. Understand the components of the expanded services marketing mix 7. Know the framework for developing effective service marketing strategies

Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 3

Why Study Services?

Slide © by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 4

Why Study Services?

 Services Dominate Economy in Most Nations  Most New Jobs are Generated by Services

Many New Jobs are Well-Paid Positions Requiring Good Educational Qualifications Fastest Growth in Knowledge-Based Industries

 Many manufacturing firms moved to marketing standalone services

Slide © by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 5

Contribution of Services Industries to Global GDP 2013

Source: The World Factbook, Central Intelligence Agency https://www.cia.gov/library/publications/the-world-factbook/geos/xx.html, accessed September 2014

Slide © by Lovelock, Wirtz...