Approach

1. Amity International Business SchoolMBA IB Semester IIInternational Marketing (Session I) Cmde R Bhandari(retd)YSM, VSM

2. Teaching Approach (RLD) Group Work Case Studies, Assignments, Presentations and Discussions What, Where, When, How & Why Analysis and Forecasting Attendance Assessments Approach

3. Services --- Definitions and Differences Growth of Services Worldwide The Virtual Enterprise 3rd Party Provisioning Overview & Introduction

4. A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service, and then return the next day and have a poor experience. Definition

5. Inseparable - from the point where it is consumed, and from the provider of the service. Intangible - and cannot have a real, physical presence as does a product. Perishable - it cannot be repeated in exactly the same way. Variable- due human involvement, no two services will be completely identical. No Right of ownership – can be experienced, but not saleable once it has been consumed. Essentials of Service

6. Support Marketing Teams in Designing strategy Account for Regional Variances Support Client / Customer Relationship Management SWOT of Technology and Convergence Learning Outcome

7. Dana – Nicoleta Lascu, International Marketing, , Atomic Dog Publishing USA, 2007 Valarie A Zeithmal & Mary Jo Bitner, Services Marketing, Tata McGraw Hill, 2005 Edition Key Texts