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Marketing services

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Marketing services
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  Slide 15.1   Marketing services Chapter 15  Slide 15.2   Introduction • Phenomenal growth of services, with the resultant shift towards a service economy attributed to rising affluence, more leisure time and growing complexity of products that require servicing. • In major European countries, USA and Japan, private and public sector services account for 60-75% of gross domestic output.  Slide 15.3   Introduction • Service industries vary greatly from governmental organisations such as the National Health Service of the United Kingdom to private non profit organisations such as museums and charities.  Slide 15.4   The nature of services •  A service is defined as any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. • The same general principles of marketing apply to both products and services, but services have characteristics that mean that instead of four P's, there are seven in a services marketing mix.  Slide 15.5   Services defined •  A service is any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.
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