Service Marketing

PART 1 : FOUNDATIONS FOR SERVICES MARKETING

MODULE 1 : INTRODUCTION TO SERVICES

WHAT ARE SERVICES?

Services are deeds, process, and performances provided or coproduced by one entity or person for another entity or person.

Services are mostly not tangible things that can be touched, seen, and felt, but rather are intangible deeds and performances provided and/or coproduced for its customers.

Services can be divided into four distinct categories: Service Industries and companies, services as products, customer service, and derived service.

Service industries and companies – include those industries and companies typically classified within the service sector whose core product is a service. The total services sector comprises a wide range of service industries. Companies in these industries sell services as their core offering.

Services as products – represents a wide range of intangible product offerings that customers value and pay for in the marketplace. Service products are sold by service companies and by non-service companies such as manufacturers and technology companies.

Customer Service – is the service provided in support of a company’s core products. These services are not usually charged.

Derived Services – the value derived from physical goods is really the services provided by the goods, not the good itself. All products and physical goods are valued for the services they provide.

WHY SERVICE MARKETING?

Many forces have led to the growth of services marketing, and many industries, companies, and individuals have defined the scope of the concepts, frameworks, and strategies that define the field. The field of services marketing and management has evolved as a result of these combined forces.

The combined forces that led to the growth of services marketing are: Growth of service industries, growth in trade services, growth in service sector, service as a business imperative in manufacturing and information technology, and...