Service Marketing (MKTM 3041) Course Material

About the Book: Dear learners this material is prepared with a due considerate so as to enhance your understanding about Service Marketing and crucial issues in Marketing management .With regard to this this material is sorted from different types of relevant Marketing management books to assure the quality of the material as well as to equip you with an in-depth understanding about Service marketing discipline. People use an array of services every day although some - like talking on the phone using a credit card taking a bus ride or withdrawing money from an ATM - may be so routine that you hardly notice them unless something goes wrong. Other service purchases may involve more forethought and may be more memorable - for instance booking a cruise vacation getting financial advice or having a medical examination. Your use of these services is an example of service consumption at the individual or business-to-consumer (B2C) level. Organisations also use a wide array of business-to-business (B2B) services varying to some degree according to the nature of their industry but usually involving purchases of a much larger scale than those made by individuals or families. Nowadays firms are outsourcing more and more tasks to external service providers in order to focus on their core business. What are services? The formal definition is services are an economic activity offered by one party to another most commonly employing time-based performances to bring about desired results in re