MKT8003
Services marketing
management
Faculty of Business and Law
Module 01
Introduction to service
marketing
Importance of services in the AsiaPacific Region
Services are going to move in this decade to being
the front edge of the industry
IBM former CEO Louis V. Gerstner
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Value added utilities
• Time based utility: airlines, car hire, cleaning and
maintenance services etc.
• Place based utility: distribution, retailing, telecommunicat
- ions, serviced offices etc.
• Form based utility: medical, hairdressing, investment
management, sports and leisure etc.
• Problem solving utility: consulting, research services, legal
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services, IT services etc.
Managing the 7Ps Requires Collaboration between
Marketing, Operations, and HR Functions
Operations
Management
Marketing
Management
Customers
Human Resources
Management
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DHL’s Integrated Marketing Campaign
Introduction to service marketing
1. Identity and justify your firm selection and why this firm offers a
good case opportunity
for you to examine and analyse. (250 words)
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