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Chapter1
Marketingintheserviceeconomy
STUDENTNOTESAdaptedbyHMadden-HallettBHO3439MarketingServicesandExperiencesDigitalImagePowerPointtopany:
Learningobjectives1.1Explainhowservicescontributetoacountry’seconomy1.2Define‘services’1.3Explainhowservicescreatevalueforconsumers1.4Describethekeycharacteristicsthatdistinguishservicesfrommanufacturedgoods1.5Identifytheforcesthataretransformingservicemarkets1.6Describewaysofcategorisingservices1.7Identifythekeycomponentsofserviceoperations,deliveryandmarketingsystems1.8Describetheexpanded‘marketingmix’forservices
IntroductionService(experience)sectoristheengineofeconomicgrowthindevelopedandmostdevelopingcountriestodayServicesareingthemainstreamfocusofmarketingEverydayyouuseavastarrayofservices;rentals(furniture,gardenplants),ITservices,health,finance,recreation,hospitality,tourism,etc.
CBAisattemptingtodifferentiateitselfbyitsnewpositioningofhelpingcustomerstoreachtheirpotential,achievetheirgoalsandmoveforward,sothattheycanfeellikethey‘CAN’withCBA.Openingvignettechapter1??VanessaHunter/?Newspix/NewsLtd/3rdParty?ManagedReproduction??SupplyRights?
DefiningservicesAnyact,performanceorexperiencethatonepartycanoffertoanotherEssentiallyintangibleanddoesnotresultintheownershipofanythingProcesses(economicactivities)thatprovidetime,place,form,problemsolvingorexperientialvaluetothereceiverSomethingthatmaybeboughtorsoldbutcannotbedroppedonyourfoot
Table1.1ExamplesofdiversityofservicesConsumerservicesBusinessservices?Airline?Bankingandfinance?Insurance?Medical?munications?Hotel?Restaurant?Opera/theatre?Footballmatch?Housecleaning?Transportation?Accountancy?Architecture?Engineering?Legalservices?Managementconsulting?Printing?Insurance?munications?ITconsulting?Logisticsconsulting?Marketi
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