Page 25 - DMGT510_SERVICES_MARKETING

Services Marketing Tanima Dutta, Lovely Professional University

Notes Unit 2: Service Marketing Environment

CONTENTS
Objectives

Introduction
2.1 The General or External or Macro Environment
2.1.1 Socio-Cultural Factors
2.1.2 Legal Factors
2.1.3 Economic Factors

2.1.4 Political Factors
2.1.5 Technological Factors
2.2 Internal or Micro Environment

2.2.1 Porters Five Forces Model
2.3 Environmental Scanning: Scenario Building Approach
2.4 Summary
2.5 Keywords
2.6 Review Questions

2.7 Further Readings

Objectives

After studying this unit, you will be able to:
Analyse the external factors that affect service marketing

Identify the internal factors that affect service marketing

Describe Porter’s Five Forces Model

Discuss the scenario building approach of scanning the service marketing environment

Introduction

It would be appropriate to take a look at the different environment factors that have affected the
service-sector growth in India - positively as well as negatively. In this unit, you shall take a
look at how, if differently, services were affected abroad by the environmental factors. This unit
will also suggest you templates for making environmental assessments. There are two types of
environment in which a service firm works:
The general or external or macro-environment.

The task or internal or micro-environment.

The general environment factors are those that affect all service firms. They are external to a
service firm, and it can neither control nor influence them. In the end, all that an alert service
marketer can do is to read the changes and developments in the environmental factors, understand

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