CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Managing Services
This lesson focuses on the ‘How of Managing Services’ and takes off from the philosophy of service orientation outlined in MM/MM9. The focus is on the services business which accounts for 46% of GDP of India. The author Dr. J D Singh of the International Management Institute, New Delhi highlights the unique service characteristics of intangibility, immediacy, perishability, heterogeneity and the inseparability of production from consumption. Strategic management of services has to be concerned with capacity planning, capacity servicing, demand management and internal marketing. Real world cases of an up-market train service, a cellular phone company, a bowling alley, a courier company and that of International tourism are used to illustrate the intricacies of capacity planning. Caselets pertaining to a private airline company, a fi ve star deluxe hotel and a credit card company, illustrate the service-quality delivery parameters. The lesson is rounded off with the application of TQM in Services Marketing.
MM/AS4

21 Mins

27 Mins

55 Pages
Equivalent classroom time: 6hrs