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Service Science, Management and Egineering
General overview
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Content of the course
* Basic of marketing methodology
* Management of marketing
* Analysis of market environment
* Marketing and work with information
* Basic marketing tools (marketing mix)
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Definition
•Marketing is defined by the American Marketing Association [AMA] as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large."
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Why should we concentrate to marketing of services?


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Contributions of Service Industries to
Gross Domestic Product

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Tangibility Spectrum
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Overview:  Why Services Matter
* Services dominate EU and worldwide economies
* Services are growing dramatically
* Service leads to customer retention and loyalty
* Service leads to profits
* Services help manufacturing companies differentiate themselves

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What is Service? The New View
* Service includes every interaction between any customer and anyone representing the company,
including:
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Customer

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Marketing framework
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Situation Analysis
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Boston matrix
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High
High
Low
Low
Relative Market share

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The STP Process


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Levels of segmentation


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A.  Undifferentiated Marketing
B.  Differentiated Marketing
C.  Concentrated Marketing
Market Targeting
Market Coverage Strategies

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Market Positioning Strategy
http://www.canberracollegeonline.com/wp-content/uploads/2015/08/position_research.png

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Steps in Market Segmentation, Targeting and Positioning


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Marketing mix
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5 key steps in Marketing Research


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A Classification of  Marketing Research
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Qualitative and Quantitative Research


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Qualitative methods of marketing research


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Quantitative methods examples


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Examples of unusual marketing


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Meme
* is an idea, behavior, or style that spreads from person to person within a culture
* It represents the idea and the company
* Short and useful

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Relationship marketing
* Core concepts of CRM
* Key drivers of RM
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Last presentation???
* Come and see – but it will be a part of exam!
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