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1
MARKETING OF SERVICES: AN INTRODUCTION
UNIT 1
Marketing of Services: Conceptual Framework 5
UNIT 2
Role of Services in Economy 20
UNIT 3
International Trade in Services, The WTO, and India 37
UNIT 4
Consumer Behaviour in Services 53
1
Marketing of Services:
An Introduction Course Preparation Team*
Prof. L.M. Johari Dr. V. Chandrashekhar Prof. J.B. Nadda
FMS, Delhi University Mahindra Days Hotels & Goa University
Delhi Resorts, Bangalore Goa
* The course was initially prepared by these experts and the present material is the revised version. The
profile of the Course Preparation Team given is as it was on the date of initial print.
Print Production
Mr. A.S. Chhatwal, Mr. Tilak Raj Ms Sumathy
Asstt. Registrar (Publication), Sr. Scale, S.O. (Publication), Proof Reader
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ISBN-81-266-1276-2
All rights reserved. No part of this work may be reproduced in any form, by mimeograph or any
other means, without permission in writing from the Indira Gandhi National Open University.
Further information about the Indira Gandhi National Open University courses may be obtained
from the University’s Office at Maidan Garhi, New Delhi-110 068.
Printed and published on behalf of the Indira Gandhi National Open University, New Delhi,
by Director, School of Management Studies.
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The second unit on ‘Role of Services in Economy’ brings about the importance
of service sector in the national economies. The unit outlines details of
international as well as Indian scenario. It also brings out brief details of some
important service sectors in India. The next unit is on ‘International Trade in
Services, The WTO, and India’. It outlines recent trends in international trade
in services, provides an overview of GATS and India’s negotiating strategy and
domestic reforms. The last unit of the block gives details of consumer
behaviour in services.
3
Marketing of Services:
An Introduction
1. MARKETING OF SERVICES:
AN INTRODUCTION
3. STRATEGIC ISSUES
8. Service Quality
9. Managing Capacity/Demand
10. Retaining Customers
4. SECTORAL APPLICATIONS–I
5. SECTORAL APPLICATIONS–II
4
UNIT 1 MARKETING OF SERVICES :
CONCEPTUAL FRAMEWORK
Objectives
After going through this unit you should be able to: