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Services marketing class lectures_237844162-service-marketing

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1 Chapter 1 Introduction to Service Marketing Contents [A] MEANING AND DEFITION [B] FACTORS RESPONSIBLE FOR GROWTH OF SERVICE SECTOR [C] ROLE OF SERVICES [D] CHARACTERISTICS OF SERVICES [E] CLASSIFICATION OF SERVICES [F] SERVICE MARKETING ENVIRONMENT [G] GOODS/SERVICE MARKETING [H] PRODUCT SERVICE CONTINUUM [I] CONSUMER BEHAVIOUR [J] SERVICE MARKETING TRINITY [K] SERVICE GUARANTEE [L] SERVICE ENCOUNTER [M] ZONE OF TOLERANCE [N] CORE AND SUPPLEMENTARY PRODUCT [O] BUYING ROLES [P] MARKETING CHALLENGES OF SERVICES [Q] QUESTIONS 2 [A] Definition of Services Definition of Services 1. AMA: “Services are activities, benefits or satisfaction which are offered for sale or provided in connection with the sale of goods”. 2. Philip Kotler: “ Service is any activities or benefits that one party can offer to another that is essentially intangible and does not result in ownership of anything its production may or may not be tied to a physical product”. 3. Christopher Lovelock:“A Service is an act of performance offered by one party to another. Although the process may be tied to physical product, the performance is essentially intangible and does not normally result in ownership of any factors of production”. [B] Factors Responsible for Growth of SS The factors can be classified as Demographic  Size of Population  Rise in Life Expectancy  Rise in Literacy Social      Working Women Smaller Families Higher Mobility Changing Tastes Immigration Ec ...
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