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Services marketing class lectures_261112669-Services-Marketing

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SOME TERMS WHAT IS A SERVICE / SERVICE PRODUCT AN ACTIVITY / PERFORMANCE GIVEN BY A SERVICE PROVIDER TO A SERVICE USER TO SOLVE HIS PROBLEM AND GIVE SATISFACTION AND AT THE SAME TIME HELP THE COMPANY TO ACHIEVE ITS COMMERCIAL AND FINANCIAL OBJECTIVES. A SERVICE PRODUCT IS MOSTLY INTANGIBLE IN NATUTRE AND THE PURCHASE OF A SERVICE PRODUCT DOES NOT RESULT IN OWNERSHIP BY THE USER. A SERVICE IS NOT A THING • E.G: – RENTING A ROOM – TRANSPORTATION BY ANY MODE – SEEING A MOVIE – GETTING ADVICE FROM A DOCTOR / LAWYER – EDUCATION – BANKING SERVICES – BUYING INSURANCE – HIRING A TAXI – PERFORMANCE BY AN ACTOR / ARTIST MAJOR BUSINESS OBJECTIVES ( VIA CS/CD ) COMMERCIAL FINANCIAL •SALES (VOLUME, VALUE) •PROFIT •MARKET SHARE •RETURN ON •GROWTH RATE INVESTMENT (ROI) •RANKING •RETAINING EXISTING AND •DEVELOPING NEW CUSTOMERS ECONOMIC ACTIVITIES, SERVICE ECONOMY ECONOMIC ACTIVITIES • WHAT? NATIONAL WEALTH (GDP) CREATING ACTIVITIES • CLASSIFICATION OF EAs a. PRIMARY EAs AGRICULTURE, FORESTRY, MINING& FISHING b. SECONDARY EAs MANUFACTURING & CONSTRUCTION c. TERTIARY EAs SERVICES ECONOMIC ACTIVITIES • SECTORS OF ECONOMY a) b) c) AGRICULTURE SECTOR, TREND MANUFACTURING AND CONSTRUCTION SECTOR, TREND SERVICES SECTOR, TREND SERVICE ECONOMY AN ECONOMY IN WHICH: a) b) c) d) A GREATER PORTION OF THE NATIONAL WEALTH(GDP) IS CREATED BY THE SERVICES SECTOR OF ECONOMY (T.EAs), MOST PEOPLE ARE EMPLOYED IN SERVICES MOST EXPENDITURE IS ON SERVIC ...
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