Services Marketing

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Textbook:
Pages : 536; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.

Chapter Code : SMC30

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Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
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Charities Marketing : Overview

Charity organizations are not-for-profit organizations, which are established with the purpose of serving the public. They may serve downtrodden sections of society or assist victims of natural disasters or wars. Some charities also serve pet animals and birds and stray animals and wild life. Others strive to prevent pollution and protect the environment.

Unlike commercial organizations, charities need to serve two types of customers - donors, who supply funds and beneficiaries, who receive the charity's services. Charities use similar strategies to those adopted by corporate firms to market their services. The application of commercial marketing methods by charities to evoke a positive response in society to their social welfare programs is called social marketing.

Charities attempt to maintain a close relationship with donors to ensure a continuous supply of funds. They also enter into partnerships with commercial firms for mutual benefit. Charity organizations accept donations in cash or kind. Charities need to perform marketing, finance, production, personnel and purchasing functions effectively with the limited resources they have.

The finance function includes collecting funds from various sources such as individuals, corporates, government and foundations and allocating them for various projects. The production function includes utilizing the funds to serve customers efficiently. The personnel function involves recruiting, training, motivating, controlling and coordinating employees and volunteers to achieve the goals of the organization.

The purchasing function includes obtaining quotations from different suppliers, selecting the best supplier, placing orders, receiving products and services and paying the bills. Charities also need to perform marketing management tasks like marketing audit, marketing analysis and market segmentation.

As a part of the first, charities evaluate the effectiveness of their promotion activities and attempt to formulate strategies to improve promotion methods and utilize their resources better. Charities also collect information from customers, analyze and interpret it, and understand threats and opportunities in the market, before formulating strategies to deal with them.

They also attempt to identify different segments in the market and cater to the segment to which they can offer services efficiently. Charities chalk out a detailed marketing plan to guide them into the future. The marketing plan covers all elements of the marketing mix like product, price, place, promotion, people, process and physical evidence.

Chapter 30 : Overview

Classification of Education Services Market for Educational Service

Characteristics of Education Services and Implications for Marketing
Intangibility Inseparability Heterogeneity Perishability

Education and Strategic Marketing

Marketing Mix and Education Service
Product in Educational Services

Place in Education Service Pricing decision in Education Service Promotion in Education Service
People and Education Service
Process and Education Service
Physical Evidence in Education Service

Technology and its Role in Education

Education in India
Flaws in the System
What Does Today's Education Marketer Lack?

1] Understanding Services
2] The Nature of Services Marketing
3] Consumer Behavior
4] Customer Expectations and Perceptions
5] Listening to Customers
6] Market Segmentation and Targeting
7] Positioning and Differentiation of Services
8] Managing Demand and Capacity
9] The Marketing Mix Elements
10] Product : Packaging the Service
11] Pricing Services
12] Promotion and Communication of Services
13] Place in Services
14] People in Services
15] Process in Services
16] Physical Evidence
17] Relationship Marketing
18] Internal Marketing
19] Supplementary Services
20] Developing and Managing the Customer-Service Function
21] Marketing Planning for Services
22] Service Quality
23] Globalization of Services
24] Tourism & Travel Services Marketing
25] Marketing of Financial Services
26] Communication and Information Services Marketing
27] Media Services Marketing
28] Professional Services Marketing
29] Marketing of Education Services
30] Charities Marketing