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    Introduction To The Course: by Dr. Nripendra Singh Jaypee Business School, Noida Agenda

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    Sanchit Batra
    The document provides an introduction to a course on services management. It discusses the following key points: 1) The course will cover the assessment process, services sector in India, different types of services, and an assignment on research related to services. 2) Services now account for over half of India's GDP and have been growing rapidly, with the sector expected to triple its share of global exports by 2012. 3) Common types of services discussed include healthcare, professional, financial, hospitality, travel, and others like hair styling and lawn maintenance. Services are intangible and involve simultaneous production and consumption.

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    Introduction To The Course: by Dr. Nripendra Singh Jaypee Business School, Noida Agenda

    Uploaded by

    Sanchit Batra
    32 views17 pages
    The document provides an introduction to a course on services management. It discusses the following key points: 1) The course will cover the assessment process, services sector in India, different types of services, and an assignment on research related to services. 2) Services now account for over half of India's GDP and have been growing rapidly, with the sector expected to triple its share of global exports by 2012. 3) Common types of services discussed include healthcare, professional, financial, hospitality, travel, and others like hair styling and lawn maintenance. Services are intangible and involve simultaneous production and consumption.

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    Session 1,2&3

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    The document provides an introduction to a course on services management. It discusses the following key points: 1) The course will cover the assessment process, services sector in India, different types of services, and an assignment on research related to services. 2) Services now account for over half of India's GDP and have been growing rapidly, with the sector expected to triple its share of global exports by 2012. 3) Common types of services discussed include healthcare, professional, financial, hospitality, travel, and others like hair styling and lawn maintenance. Services are intangible and involve simultaneous production and consumption.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    32 views17 pages

    Introduction To The Course: by Dr. Nripendra Singh Jaypee Business School, Noida Agenda

    Uploaded by

    Sanchit Batra
    The document provides an introduction to a course on services management. It discusses the following key points: 1) The course will cover the assessment process, services sector in India, different types of services, and an assignment on research related to services. 2) Services now account for over half of India's GDP and have been growing rapidly, with the sector expected to triple its share of global exports by 2012. 3) Common types of services discussed include healthcare, professional, financial, hospitality, travel, and others like hair styling and lawn maintenance. Services are intangible and involve simultaneous production and consumption.

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    SESSION 1,2 & 3 Introduction to the Course & Service Economy

    By Dr. Nripendra Singh Jaypee Business School, Noida Agenda


    Introduction to the Course Assessment Process Services Sector in India Different Services Assignment

    Introduction to the Course


    Name: Services Management Code: M2CMM03 (Core Course - Marketing)

    Assessment Process
    The major components of evaluation process will include: Project Work 15% Quiz 15% Mid-Term Test 30%(Short Answer Types) End-Term Exam 40% (Descriptive and Case based)

    1) Use CMIE Databases to do a meaningful Research-CMIE/Industry research, 2) 2) OR, Industry Analysis on one of the sub-sectors, Analysis/Case/Paper out of 160 mentioned in GATS, It should cover atleast: Description, type of business, SWOT. Policies and restrictions for the Sub-sector. World scenario of that service Industry: leading markets/countries, size, growth rate, top players, trends, characteristic features etc. Indian scenario of that service Industry: leading market/state, size, growth rate, top players, trends, characteristic features etc. 3) OR, Develop cases on unique service business in India/world 4) OR, TWO research paper from EBSCO or Emerald online journal to be summarized with your own discussion on it. Note: Group Size 7 students, as per attendance order only. Written Proposal to be submitted on Saturday-15 Oct to CR. Final Submission on 12 Nov to CR.

    CLASS COMMITTEE & CRs


    The purpose of CC is to reduce gaps between faculty teaching and students understanding of the course. CC will have a minimum of 5% of the students. The task of the CC will be to keep the faculty updated with students problems and issues related to this course only. They will bring in issues for the discussion which are ONLY academic in nature. They will also take formal and informal feedback atleast twice and submit it to the faculty. They need to meet the faculty atleast once every week, preferably on Saturday evenings, and submit minutes of the meeting on every Monday.

    Why do we need to study this course?

    Applicability to Business, due to structural change Service Sectors contribution in GDP Limited Knowledge to Manage this Sector As a Competitive Tool, due to societal change

    Dependency of Manufacturing on Services

    Stages of Economic Activity

    Percent Employment in Services for Selected Nations (1980-2000)

    New Experience Economy

    Service Sector in India


    This sector has been growing at an annual growth rate of about 28% during the last 5 years. The exports have grown up from US $ 19.1 billion to US $ 73 billion in 2006. Presently services sector account for about 57% of Indias GDP. India ranks 15th in Services output and provides 23% of total workforce. Indias share in worldwide service exports is expected to almost triple itself from current 2.3 % to 6 % by 2012, if the 1-10 present annual growth rate of 28% is

    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, 1-11 lawn maintenance, counseling

    Different types of Services

    What are Services?


    Adam Smith: productive-unproductive labour did not contribute to wealth. Jean Baptiste: Immaterial products simultaneous prod. & consumption. Lovelock et. al.: performances, offering desired results (expected value) to customers in exchange for their money, time and efforts. The value comes from access to a variety of valuecreating elements rather than from transfer of ownership.

    Tangibility Spectrum
    Salt

    Soft Drinks Detergents Automobiles Cosmetics Fast-food Outlets

    Intangible Dominant

    Tangible Dominant

    Fast-food Outlets

    Advertising Agencies Airlines Investment Management Consulting

    Teaching

    Marketing Challenges: due to following characteristics

    Intangibility Heterogeneity

    Simultaneous Production Perishability and Consumption

    Services are Different


    Goods
    Tangible

    Services
    Intangible

    Resulting Implications
    Services cannot be inventoried. Services cannot be patented. Services cannot be readily displayed or communicated. Pricing is difficult.

    Standardized

    Heterogeneous Service delivery and customer satisfaction depend on employee actions. Service quality depends on many uncontrollable factors. There is no sure knowledge that the service delivered matches what was planned and promoted. Simultaneous production and consumption Customers participate in and affect the transaction. Customers affect each other. Employees affect the service outcome. Decentralization may be essential. Mass production is difficult. It is difficult to synchronize supply and demand with services. Services cannot be returned or resold.

    Production separate from consumption

    Nonperishable Perishable

    Expanded Marketing Mix for Services


    PEOPLE
    Employees Customers Communicating culture and values Employee research

    PHYSICAL EVIDENCE
    Facility design Equipment Signage Employee dress Other tangibles

    PROCESS
    Flow of activities Number of steps Level of customer involvement

    PRODUCTIVI TY & QUALITYoffer No org. can


    one in isolation of another

    Reducing Cost

    Customer satisfaction & Loyalty

    Thank You!

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