Академический Документы
Профессиональный Документы
Культура Документы
CHAPTER
CHAPTER
-
-
3
3
SERVICES MARKETING
SERVICES MARKETING
MANAGEMENT
MANAGEMENT
2 2
Introduction
Introduction
Economic Factors
Economic Factors
Social Factors
Social Factors
Technical factors
Technical factors
13 13
SELECTING TARGET MARKET
SELECTING TARGET MARKET
s
s
resources. This steps involves:
resources. This steps involves:
Positioning
Positioning
14 14
Demographic variant
Demographic variant
Psychographic variant
Psychographic variant
15 15
Undifferentiated marketing
Undifferentiated marketing
Differentiated marketing
Differentiated marketing
Concentrated marketing
Concentrated marketing
e.g. special
e.g. special
agricultural banks or industrial credit
agricultural banks or industrial credit
banks.
banks.
17 17
DEVELOPING THE SERVICE
DEVELOPING THE SERVICE
MARKETING MIX
MARKETING MIX
Service Product
Service Product
Place
Place
People
People
18 18
Price
Price
-
-
Demand oriented method
Demand oriented method
-
-
Cost oriented method
Cost oriented method
-
-
Competitor based pricing
Competitor based pricing
Process
Process
Physical Evidence
Physical Evidence
19 19
MANAGING AND CONTROLLING
MANAGING AND CONTROLLING
MARKETING EFFORT
MARKETING EFFORT
Performance Control
Performance Control
Profitability Control
Profitability Control
Strategic Control
Strategic Control
23 23
SUMMARY
SUMMARY
The application of the management
The application of the management
process involves following steps.
process involves following steps.