examples of service marketing
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Examples of Service Industries Health Care hospital, medical practice, dentistry, eye care
Professional Services accounting, legal, architectural
Financial Services banking, investment advising, insurance
Hospitality restaurant, hotel/motel, bed & breakfast,
ski resort, rafting Travel
airlines, travel agencies, theme park
Others: hair styling, pest control, plumbing, lawn maintenance,
counseling services, health club
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Hotel Industry Indian hospitality industry is in the midst of a strong cyclical
upturn on the back of a buoyant economy, with a growth inbusiness and leisure tourists @ 25% p.a. and an existingshortage in room supply of about 100,000 guest rooms
The Premium end of the market (5 Star Deluxe) in which theCompany operates, generates around 65-70% of industryrevenue
Very few projects are under implementation in Bangalore,Chennai, Hyderabad & Pune. Hence, the next few years arelikely to witness a limited capacity addition with strongincrease in annual demand of about 15%.
There are strong barriers to entry viz., scarcity of suitableplots of land at good locations, excessive land prices in
metropolitan cities
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Hotel Industry - Demand Growth in business-tourist
traffic to India remains strongin the double digits
The trends for ARR growth
and room demand remainencouraging.
Recent rupee appreciation of7-9% could have a near-termimpact on revenues
Most hotel chains are lookingto either increase dollar tariffsor subsequently move torupee tariffs for domestic as
well as internationalcustomers
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Hotel Leela, Mumbai Located near Mumbai International Airport
Customers: predominantly business travellers and airline crew
Largest Ballroom in the City
Average ROOM RATE during 2006-07 has been Rs 9,375 compared toRs. 6,745 for the previous year
Market Information:
Average room rate in North Mumbai grew by 42% in FY2007
No additional supply expected in 2007 / 2008
Future positive developments: Modernisation of International Airportwith Flyover connectivity to Highway/ Rapid improvement in localinfrastructure : Roads, Airports, Seaports / Mushrooming of IT, ITES,BPO Units in the North Mumbai area.
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7 Ps Of Hotel Industry Product
Price
Place Promotion
People
Process
Physical Evidence
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PRODUCT PLACE PROMOTION PRICEPhysical goodfeatures
Channel type Promotionblend
Flexibility
Quality level Exposure Salespeople Price level
Accessories Intermediaries Advertising Terms
Packaging Outlet location Salespromotion
Differentiation
Warranties Transportation Publicity Allowances
Product lines StorageBranding
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PEOPLE PHYSICAL
EVIDENCE
PROCESS
Employees Facility design Flow of activities
Customers Equipment Number of steps
Communicatingculture and values
Signage Level of customerinvolvement
Employee research Employee dress
Other tangibles
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The Services Marketing Triangle
InternalMarketing
Interactive Marketing
ExternalMarketing
Company(Management)
CustomersEmployees
enabling thepromise
delivering the promise
setting thepromise
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