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SERVICES MARKETING MIX DECISIONS
TOM PETERS
Manufacturing Start
Depreciation starts on the day it opens
SERVICE
Appreciating starts on the other hand
Repeat Business
Well Served
Customers
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ECONOMY DEVELOPMENT DEPENDS ON
3 FACTORS
1) Agriculture
2) Manufacturing
3) Service
-Provides maximum For economic
growth.
- In US, UK, Canada, Australia service
accounts for 60% GDP
56%
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-In India Improves per capatia income
- People spend more on health care/
Insurance legal / communication/
Entertainment
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FACTORS INFLUENCING THE GROWTH
OF SERVCE SECTOR
1)DEMOGRAPHIC CHANGES
Significant influence
3 phases of economic growth
1)RATE OF MORTALITY AND
FERTILITY DECREASE.
2) POPULATION OF YOUNG PEOPLE
3) AGED PEOPLE
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Increased awareness SAVE MONEY
More money for LEISURE spend on saving
More developed countries US, UK,
Japan areLATE SECOND PHASE
India entering SECOND PHASE
( 15- 49 age of 2020---900 people out of1.3 billion)
OFFER LUCARATIE
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2) SOCIAL CHANGE
Standard of living people improve
significantly
DOUBLE INCOME HOUSEHOLD
CHILD-CARE SERVICES
Increased 11.9 % growth services like
Home, Transport, Communication
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MAINLY WORK IN MNC - To take them
abroad
- Exposed to service
providers
- Use in home
market
MEDIA- Increase Awareness
- Compare Services
In India after Liberalization increase in
Competition/ Quality service
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3) ECONOMIC CHANGES
20TH century may socialize countries like
Russia Transformed to Capitalist Economy
Increased Services- Finance / Real
Estate
Globalization Growth of service
Sector
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4) TECHNOLOGICAL CHANGES
Advance in information technology
FEDRAL EXPRESS
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5) POLITICAL & LEGAL CHANGES
Change Farmers USSR +
China
Openness/
Restructuring
China brought from Social economyto Mixed Economy
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6) POLICY CHANGES
Policy changes brought about by
Govt. of a country - Major impact on
living sector of economy
India depend upon service sector
Telecommunication infrastructurechange
- Growth of the economy
- Reduced piece cut
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1)A pure tangible good
Exp: wheat, Sugar, Soap
KOTLER- Classified Price/ services in
4 categories depending on
intangibility
DIFFERENT SERVICES VS PRODUCT
TANGIBILITY
TANGIBILITY SPECTRUM
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