6373d1215719605 Ssm Sem 5 Notes Services Sector

SERVICE SECTOR MANAGEMNT  Definition of service management: “ Actions of organisations to maintain and improve well-being & functioning of people.” Service is an integral part of business.  Types of Services: 1. Primary sector 2. Secondary Sector 3. Tertiary Sector 1) Primary Sector: is something like extracting like mining, cultivate like Agriculture (Horti-culture\Aqua-culture) farming. 2) Secondary Sector: like manufacturing process (+ Aids – machinery provide service). 3) Tertiary Sector: (Domestic Services). a. Business: Consultation, Finance, Banking b. Trade: Retailing, Maintenance, Repair. c. Infrastructure: Communication, Transportation. d. Social\personal: Restaurants, Health Care. e. Entertainment Public Administration: Education, Government Administration  Characteristics: 1. Intangible 2. Perishable 3. Inseparable 4. Heterogeneity (Non Standard) 5. Ownership 6. Simultaneity (channel of distribution, geographical coverage absent) 7. Quality measurement (Quantification) 8. Nature of demand (Fluctuate) 

Growing importance, impact & marketing of services.

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Delivery system. Design/organization chart. Role of customers.

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Productivity & quality improvement

18-07-02 Health Care Truly speaking in the international committee gives top priority to health care of the committee.  Health Plans: are considered as “Public Health” domain of state list {constitution} medical relief & supplies {central + state + all} concerned with the activities Central government health scheme from July 54 for CGEES [central government employees]  Objectives: 1 primary health center………….30000 people 1 sub-center.……………………....5000 people 1 community health center……..100000 people Family welfare & maternal + child health Programe. Investment on health 7575 cr. (1.75 % of public sector undertaking) ‘Hospital’ Management: It is a place for diagnosis treatment for ills & also education, training, research, promoting health care activities & bio – social research. ‘SOCIAL & MEDICAL ORGANISATION’  Types Govt., Semi-Govt., Voluntary, Private, Charitable  Path: Allopathic, Homeopathy, Ayurvedic… {Others}  Marketing Medicare: 1. Users are found satisfied 2. Time honoured service mix 3. Inculcating mass awareness 4. Thrust areas can be identified. 5. Behavioual dimensions given due weightage. 6. Vulnerable segment can be identified 7. Services can be made cost effective 8. A rational fee structure 9. For motivating personnel  Thrust area 1. Universal Immunization 2. AIDS 3. Vector borne diseases {malaria, kalazar, Japanese encephalitis, relapse}

4. Drug addiction.  Marketing Mix For Hospitals 1. Product: Functions Line*, Supportive, Auxiliary 2. Promotion: Personal, Non-Personal, and Increase Awareness. 3. Promotion: HIG, MIG, LIG, & No Income group. 4. Place: Availability to ultimate users (All Try!) * Dentist, Gynecologist, Psychologist etc. Strategy: Short run & long run problems for short terms & long term Strategy. Product: First aid, Doctors, Medical stores, Diagnosis, Cure, Doctors & Staff, Facilities, Technology, Hygiene, Food, Medical Stores, Facilities. Price: Income group H M L N.I Promotion: List of visiting doctors Exclusive Free campaign Free services Corporate Packages Awareness Programe Eminent personality Camp Management Executives Place: Still not developed Not that much of scope

G

S.G

Pr

Charge

19-07-02 Hotel Marketing Traveling-Business-Trade-Village Places of worship…travel on pilgrimages Inns & Taverns…Civilization…Social Revolution… Income group class………….1634 1st tavern in USA In 1820…“Hotel” term came into existence Hotel: Home away from Home! ‘Boarding & lodging not engaged in any Inter/Intra State Commerce’s. --Stuart Mc Namara Motel: Local motorists + travelers (tourists) by Road filling stations, outside city, ‘chalet’ (Swiss) [hilly areas full of ice-over hear hotel is called ‘chalet’ Types: 1. Residential: ‘Apartment House’, concept like M/Q/HY/yearly rent. 2. Commercial: Individual Travelers for business purpose. 3. Resort: Holiday makers, Tourists, (Health ground) 4. International: luxurious, Guidelines, stars, ‘mgmt’ 5. Floating: On water surface (old Luxury Ships) Classification: 1. Approved (official stamp  ministry of Tourism & civil Aviation) v/s Un– Approved. 2. Basis of Star. 3. Grades. Marketing…‘bill’ is the proof User Behaviour…Dynamic, lifestyle, Transformation. Segmentation…Geographic + Classification + Psycho graphic. (UK) ACORN: A classification of regional neighborhood. M.I.S. ………Facility, Customer & Business Grid. Product: Location, Building, Architecture, Bedroom, Function room like library, Product basically services! Such as boarding, lodging, entertainment, shopping, personal care, medical, communication & transport. Promotion: ‘Quality of service’! Word of mouth, convert occasional to ‘Regular visitor’!

Advertising…‘Media selection’+ Creativity. Publicity…Printed, personal, etc. Sales Promotion… Brochure, Folder, packing, leaflets, direct mail, Exhibition, display Personal selling: social skill! Tele- marketing… ‘Communicative ability’ Price mix: Menus, drinks, ‘Discount policy’ 1. Room tariffs 2. Foods & Beverages 3. Functions Place: 1. Inside selling  Hotel  USERS. 2. Outside selling  Hotel  Travel agent  Users. 3. Outside selling  Hotel  Tour operators  Travel agents  Users. People:

Tour Marketing. Beauty is for the people………. Thomas Cook Activity by choice undertaken outside home  Tourism {International conference – Tourism society – 1981 England} Totality of relationship & phenomenon from travel & strangers. Largest industry: ‘200 million  increase to 350 million in 5 years by WTTC  World Tourism & Travel Congress. Users: Non-users, Potential, Actual, Occasional, Habitual Behavior: High degree involvement complex Behaviour Dissonance Reducing Behavior. Low Degree Involvement Variety seeking behaviour. Habitual seeking behavior. Products: Accommodation, transportation, attraction, restaurant, recreation, shopping  Brand Decisions Promotions: Advertising, group meet, NEST, publicity to strength P.R. Sales Promotion: Word of mouth, personal selling, Tele-marketing, feedback Price Mix: ‘Price as Motivational Tool + Sensitivity’ Place mix: Producers (Carriers, Accommodation & Attraction) supportive services Pvt. Sector (Guide, Travel insurance etc.) Supportive service public Sector (National Tourist Organization, Government Resorts or set-ups – port services) Tour operator + agents People: ‘Travel guide’-Guide M.O.T- Moment of Truth Any transaction-started by Dr. Bernio. It is called transaction analysis transaction between two both ways in any way of communication.

Transport Marketing “Transport = “Catalyst of economic Transformation”. Tr. M  “ identification of most profitable market now” Users  (a) General (b) Industrial Behavior: Identify level of expectations. Marketing Mix

Railways

Roads

Aviations.

Segments

Class, sex, age, train, rural, urban, Agricultural, social institutional

Passenger, state, private, school, college, offices, transport operators, institutional.

Passenger, cargo, mail, psychoanalytic, security.

Product & product Tangible, dev. intangible for passengers, freight, pipeline, mail, consultancy.

Impersonal, motor vehicle act, technology. Civic Amenities.

High involve, technology, breakeven, fare Rationed

Promotion

Ad-info, care, public-media rapport, s. pro concession

Ad. ? Low social cost, public state corporation. s. Promotion. Agents

Ad-info + new public…media, cooperative s. pro. Tr. Agents.

Pricing

Input + cost & policy makers

Demand and supply special, Niche.

Civil. Aviationministry, demand fluctuations.

Place Mix

Infrastructure, people in contact

Gap bridging locations, truths.

Agencies & associations.

People

Ethics & training

Consistency

Performance

BANK MARKETING. 1858  Governor general’s council realized the need for a national bank…SBI Constitution  ‘Social Welfare & Regional Imbalance’ 1951…plan, 1969…nationalization (scheduled banks) vertical & horizontal banking, 1980…List Deryk weyer of barclays bank  pioneer… “Bank mktg.” Users… general, industrial & prospects! Behavior…safety, close, convenience, personal business sense, facilities, spread, contact Social factor: life style and family fabric, Govt. Goals linking to Economic and Psychological factors M.I.S…Branch, Region, and corporate level, both horizontal and vertical spread Market Research…“All Marketing” a tool Market Intelligence Especially in corporate world Segmentation: 1. Agriculture  10acre+, 5-10, 2-5. 2. Industry  L/M/S/co-operate sector 3. Services  All ‘list’ 4. House hold  H/M/L (income group) 5. Institution  educational Product: new services ATM, Pay by phone, Credit card, Auto Banking {By 2007  No Currency} Promotion: Advertising, P.R, Personal selling, Word of Mouth, Tele-marketing Price: RBI guidelines, interest rates (slabs) Place: Location choice, time, furnish, front line desk. New innovative, approaches – old citizen meet People: ‘Alex of money changers’