Module 01

Introduction to service marketing

MKT8003Services marketing

managementFaculty of Business and Law

Importance of services in the Asia-Pacific Region

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Services are going to move in this decade to being the front edge of the industry

IBM former CEO Louis V. Gerstner

Value added utilities• Time based utility: airlines, car hire, cleaning and maintenance services etc.

• Place based utility: distribution, retailing, telecommunicat - ions, serviced offices etc.

• Form based utility: medical, hairdressing, investment management, sports and leisure etc.

• Problem solving utility: consulting, research services, legal services, IT services etc. 3

Managing the 7Ps Requires Collaboration between Marketing, Operations, and HR Functions

Customers

Operations Management

Marketing Management

Human Resources Management 4

DHL’s Integrated Marketing Campaign

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Introduction to service marketing

1. Identity and justify your firm selection and why this firm offers a good case opportunityfor you to examine and analyse. (250 words)

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