Marketing Specialisation and Its

importance
 What is Marketing?
• AMA definition of Marketing is as follows:
• “Marketing is 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.”
 Specialisations you will study
• Consumer Behavior
• Services Marketing
Consumer Behavior:

“studies how individuals,

groups, and organizations
select, buy, use, and
dispose of goods, services,
ideas, or experiences to
satisfy their needs and
desires.”
 Consumer Behavior
• It helps develop Consumer Insights which help
brands succeed in a big way.
• “It is defined as the processes a consumer
uses to make purchase decisions, as well as to
use and dispose of purchased goods or
services; also includes factors that influence
purchase decisions and the product use.”
 Syllabus of CB
• Unit 1- Introduction to Consumer Behavior
– Consumer Behavior
– Consumer Research Process
– Market Segmentation
– Emerging trends in Consumer Behavior
• Unit 2 – Individual Determinants of Consumer Behavior
– Motivation, Personality
– Consumer Perception
– Consumer Learning
– Consumer Attitude
 Syllabus of CB
• Unit 3- External Influence on Consumer
Behavior
– Group Dynamics and Reference Groups
– Culture
– Social Class
• Unit 4 – Consumer Decision Making
– Process and Models
– Personal Influence and opinion leadership
– Diffusion of Innovation
 Why Study Services?
• Services dominate most economies and are growing rapidly:
– Services account for more than 60% of GDP worldwide
– Almost all economies have a substantial service sector
– Most new employment is provided by services
– Strongest growth area for marketing

• Understanding services ------- personal competitive

advantage

• Developed countries already service economies, and new

economies like India, China Vietnam, Phillipines are moving
towards becoming ones.
 Factors Leading to Growth of Services
•Increasing levels of income

•Urbanization

•Women in the workforce

•Demographic shifts

•Concern for environment

•Government

•Industrialisation
 Factors Leading to Growth of Services
•Competitive pressures

•National Specialization

•International Specialization

•State of Services
 Services Marketing
• “Service marketing refers to the application of
a different set of tactics or strategies to
anticipate the consumer’s need for an
intangible product. And thus, meet their
requirements accordingly, to create maximum
value for them from their purchase.”
 Syllabus of Services Marketing
• Unit 1
– Introduction to Services
– Consumer Behavior in Services
– Service Quality
• Unit 2
– Managing Relationships in Services
– Service Development and Design
– Service Blueprinting
– Physical Evidence and the Servicescapes
 Syllabus of Services Marketing
• Unit 3
– Delivering and performing service through employees
and customers
– Delivering Services through Intermediaries
– Managing demand and capacity
• Unit 4
– Pricing of Services
– Services Marketing Applications
– Marketing of Services in Financial, Hospitality and
Healthcare sectors
Thank You