Module 01 Introduction to service marketing
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Transcript of Module 01 Introduction to service marketing
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Module 01
Introduction to service marketing
MKT8003Services marketing
managementFaculty of Business and Law
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Importance of services in the Asia-Pacific Region
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Services are going to move in this decade to being the front edge of the industry
IBM former CEO Louis V. Gerstner
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Value added utilities• Time based utility: airlines, car hire, cleaning and maintenance services etc.
• Place based utility: distribution, retailing, telecommunicat - ions, serviced offices etc.
• Form based utility: medical, hairdressing, investment management, sports and leisure etc.
• Problem solving utility: consulting, research services, legal services, IT services etc. 3
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Managing the 7Ps Requires Collaboration between Marketing, Operations, and HR Functions
Customers
Operations Management
Marketing Management
Human Resources Management 4
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DHL’s Integrated Marketing Campaign
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Introduction to service marketing
1. Identity and justify your firm selection and why this firm offers a good case opportunityfor you to examine and analyse. (250 words)
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