Service as product support: Any product or customer-oriented activity that takes place after the point of delivery. A business person may dine regularly in an expensive, upmarket restaurant because of the convenience to their place of work and the perceived status of entertaining guests there. Service as product augmentation: any peripheral activity designed to enhance the delivery of a core product. People are able to use continuously this better service available thereby providing them more satisfaction. Create Awareness; Boosts Sale and Increase Revenue; Raises Standard of Living; Provide Employment; Source of New Ideas; Basis for Decision Making; Helps in Economic Development Customers are induced to avail the services offered by the business. This way a large portion of the population gets employment through marketing programmes. (BS) Developed by Therithal info, Chennai. This marketing is based on value and relationship. In this way the nature and scope of services pose different challenges for managers in service businesses. They got to know about market trends and technological changes in the market. the service offering can range vastly from one customer to another. NATURE AND SCOPE OF MARKETING 1. Service as an act that is service as a mode of behavior such as helping out and giving advice. Business acquires information about new ideas and concepts through their marketing programmes. Goods 2. Some of the most important scope of marketing are as follows: 1. It is applicable not only to business organisations, but also to organisations such as educational, medical, government, non-government, social, religious and cultural organisations. As already discussed, services are inherently intangible, are consumed simultaneously at the time of their production, cannot be stored, saved or resold once they have been used and service offerings are unique and cannot be exactly repeated even by the same service provider. It has emerged as the largest and fastest growing sectors in the world economy, making higher contribution to the global output and employment. Customers clear all their doubts and acquire full detail through the people engaged in marketing activities of a business. Service marketing deals with marketing of intangible products. Its growth has been higher than that of Agriculture and Manufacturing sectors. However from a market or consumer point of view the relative importance of different components of. Marketing activities provide employment to a large number of people. All organisations market their products and services to accomplish their goals and ensure their survival and growth. Services 3. By availing these services standard of living of people is raised. Commerce Mates is a free resource site that presents a collection of accounting, banking, business management, economics, finance, human resource, investment, marketing, and others. Businesses are able to raise their revenue by increasing their sales through their marketing strategies. However, given the unique nature of services, the implications of these are slightly different in case of services. This increased revenue helps in removing the poverty from the country and helps in infrastructural development. Service as core product: The commercial outputs of a service organization such as a bank  account, an insurance policy or a holiday. Through the marketing of services, people become aware of different economic services available in the market. Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and includes marketing of services such as telecommunications services, financial services, all types of hospitality, tourism leisure and entertainment services, car rental services, health care services and professional services and trade services. Service as an organization: It is the entire business or not-for-profit structure that resides within the service sector. scope of services which includes the types and ages of patients served, the hours of operation, staffing, the types of services provided, and the goals or plans to improve quality of service. Adjusting Marketing Budgets is Multi-Dimensional 5 May. Experiences 5. (c). NATURE AND SCOPE OF MARKETING Unit 1 2. Scope of Marketing Create Awareness. From Junaid Yasin Moreover, its production and consumption are inseparable. Once these customers are satisfied and happy with these services, they will promote these services by word of mouth publicity. A service business is one where the perceived value of the offering to the buyer is determined more by the service rendered than the product offered. This overall development helps in improving and strengthening the economy of the country. For example, provision of a courtesy car, complimentary coffee at the hairdresser. Places 7. Implementation of marketing strategies designed by business requires large no. For example, two people may pay the same amount for a service but may be paying for different aspects of the service. (b). Goods: It creates awareness about economic services offered by the business. The definition and scope of the service concept is wide and can mean any or all the following: Table 1.1: Scope of services. Idea. Introduction • Main objective of any business organization is to satisfy the needs and wants of the society • Production or purchase is of no meaning if a firm is unable to market its goods and services • Marketing is the focal point of all business activities According to Morrison (2010), services marketing “is a concept based on a recognition of the uniqueness of all services; it is a branch of marketing that specifically applies to the service industries”(p. 767). In marketing, any reference to product normally applies to service also. Marketing is pervasive in nature as it applies to all organisations. The Service industry forms a backbone of Social and Economic development of a region. The service marketing mix comprises of seven Ps namely- Product, Price, Place, Promotion, People, Process and Physical evidence.

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