1
SERVICES MARKETING & MANAGEMENT- MSMK7011
Lecture 1 Week 1
Introduction to Services
, 2
Table of Contents
Introduction to Services...............................................................................................................1
Course Objectives ....................................................................................................................3
Significance of Services...........................................................................................................3
Service as a Product .................................................................................................................4
Service-Led Growth Strategy...................................................................................................5
Service and Technology...........................................................................................................5
Characteristics of Services .......................................................................................................5
Challenges and Questions for Service Marketers .....................................................................6
Traditional Marketing Mix ......................................................................................................7
Expanded Marketing Mix for Services .....................................................................................7
SERVICES MARKETING & MANAGEMENT- MSMK7011
Lecture 1 Week 1
Introduction to Services
, 2
Table of Contents
Introduction to Services...............................................................................................................1
Course Objectives ....................................................................................................................3
Significance of Services...........................................................................................................3
Service as a Product .................................................................................................................4
Service-Led Growth Strategy...................................................................................................5
Service and Technology...........................................................................................................5
Characteristics of Services .......................................................................................................5
Challenges and Questions for Service Marketers .....................................................................6
Traditional Marketing Mix ......................................................................................................7
Expanded Marketing Mix for Services .....................................................................................7
