Last Update: 7/2019
Duration: 54m | Video: .MP4, 1280×720 30 fps | Audio: AAC, 44.1 kHz, 2ch | Size: 692 MB
Genre: eLearning | Language: English
‘Services’ are inherently intangible, are consumed simultaneously at the time of their production
What you’ll learn:
Differentiate between Goods and Services
Explain What is meant by Services Marketing
Explain How Marketing of Services is Different
Explain the Characteristics of Services
Explain the Types of Services
Describe the Importance of Services Marketing
Differentiate between Software Products and Services
Explain the 7 P’s of Services Marketing
Explain the Factors to Set Price for a Service
Explain What is meant by a Service Encounter
List the Benefits of Maintaining Service Quality
Describe Importance of Value Addition in Service Industry
Explain How to Keep Competitive Edge in Service Industry
Explain the Challenges of Services Marketing
No prior knowledge is needed.
This course describes the importance of learning about the interplay between services market and consumers and what drives consumer behavior. The following modules are covered in this course:-
What is meant by Services Marketing
How Marketing of Services is Different
Characteristics of Services
Importance of Services Marketing
and various other important aspects.
‘Services’ are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider. For example, getting a pedicure or manicure done at a salon is a service.
Services Marketing’ refers to the marketing of services as against tangible products. Marketing of services is a relatively new phenomenon in the domain of marketing, having gained in importance as a discipline only towards the end of the 20th century.
Services marketing first came to the fore in the 1980’s when the debate started on whether marketing of services was significantly different from that of products so as to be classified as a separate discipline. Prior to this, services were considered just an aid to the production and marketing of goods and hence were not deemed as having separate relevance of their own.
Empirical research was conducted which brought to light the specific distinguishing characteristics of services. By the mid 1990’s, Services Marketing was firmly entrenched as a significant sub discipline of marketing with its own empirical research and data
Who this course is for
Professionals in service and marketing sector