Page 151 - DLIS402_INFORMATION_ANALYSIS_AND_REPACKAGING

Information Analysis and Repackaging Reena Kapoor, Lovely Professional University

Notes
Unit 8: Marketing of Services and Marketing Intelligence

CONTENTS
Objectives

Introduction
8.1 Measurable Communication of Service Marketing

8.2 Marketing Intelligence

8.3 Ingredient
8.4 Marketing Information in India

8.5 Summary
8.6 Keywords

8.7 Review Questions

8.8 Further Readings

Objectives

After studying this unit, you will be able to:
• Define measurable communication
• Explain marketing intelligence
• Define ingredient
• Describe marketing information in India.

Introduction

Services marketing relates to the marketing of services, as opposed to tangible products. A service (as
opposed to a good) is typically defined as follows:
• The use of it is inseparable from its purchase (i.e., a service is used and consumed simulta-
neously)
• It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.
• The use of a service is inherently subjective, meaning that several persons experiencing a
service would each experience it uniquely.
For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is
typically experienced concurrently with the purchase of the ticket. Although the train is a physical
object, one is not paying for the permanent ownership of the tangible components of the train.

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