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Marketing Mastermind


April '10
Regular Features

• Editorial: Comment
• White Paper
• Book Review

Articles
   
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Rural Tourism : Revisiting the Roots
Service Innovations for Rural Markets
Changes Impacting Marketing in the Financial Services Sector
Changing Scenario of Life Insurance Marketing in India
Service Orientation in Retailing
Service Quality in Telecommunications : A Survey Report
The Three Day Saga at All Saints Hospital
Marketing of Engineering Services : Challenges, Possibilities and Perspectives
Indian Construction Industry : A PESTEL Analysis
Adopting Marketing Concepts for the Success of Social Projects
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Rural Tourism : Revisiting the Roots

-- Swati Singh

Increased realization of the benefits of rural tourism has set into motion numerous initiatives by the Indian government to harness its potential in attracting domestic and international travelers. In the light of these developments, this article explores the rural tourism scenario in India, with special emphasis on the benefits it bestows on the economy and the challenges embedded in its growth trajectory.

Service Innovations for Rural Markets

-- Shailendra Dasari

Rural India, with a population of over 740 million spread over 640,000 villages, offers as much potential for goods and services as the urban markets. While FMCG marketers have been quick to seize this opportunity and have already made significant inroads into rural markets, their services counterparts have a lot of catching up to do. This article examines the potential offered by rural markets for services, strategies to be adopted by services marketers for being successful in rural markets, and success stories of some of the early movers.

Changes Impacting Marketing in the Financial Services Sector

-- Shankar Anappindi and M S Manohar

The recent past has witnessed a variety of changes. One that has affected the financial services sector most significantly has, of course, been the capital market crash. That apart, there have been many other changes relating to technology, customer expectations, and so on. This article takes a look at some of these changes and how they have impacted marketing in the financial services sector.

Changing Scenario of Life Insurance Marketing in India

-- Rishi Sharma

The life insurance business in India has witnessed rapid transformation since 1999, when this sector was thrown open to the private sector. Today, we have 23 companies engaged in this business, many of which are joint ventures involving foreign firms. There is a dramatic change in the numbers and variety of insurance products on offer, and the ways in which they are marketed and distributed.

Service Orientation in Retailing

-- Nitu Saxena

Service orientation in retailing has come to the fore with the emergence of organized retailing, and has spread its roots to traditional formats as well. The changing expectations of consumers have necessitated that services are effectively planned and executed. Today, successful retailers know that the demand for their merchandise is not just price elastic, as economists would like to believe, but also service elastic. Accordingly, service orientation should be integrated into all aspects of retailing. The goal should not only be customer satisfaction, but also customer delight.

Service Quality in Telecommunications : A Survey Report

-- Vinita Kaura & Sunita Verma

This article is based on a study that uses a modified SERVQUAL instrument to measure service quality in the telecommunications sector. A comparative analysis is made between BSNL and Airtel on the five principal dimensions of service quality, based on a customer survey conducted in Rajasthan. Customers' expectations, perceptions and gap scores have been measured and compared for both the telecom service providers.

The Three Day Saga at All Saints Hospital

-- Sukesh Kumar B R

This case study draws attention to two aspects of services marketing: (a) The importance of configuring a services marketing mix with due care to the people, process and physical evidence dimensions, and (b) The analysis of a service failure situation and finding solutions to the same by using the Servqual Gaps model. The case brings out these aspects through a poignant narrative of the unfortunate death of the protagonist's brother-in-law, due to what was perhaps a situation of inadequate diagnosis and treatment at a well-equipped multi-specialty hospital.

Marketing of Engineering Services : Challenges, Possibilities and Perspectives

-- A Lakshminarasimha

Engineering Services Outsourcing is a big business. The market for Indian companies in the engineering field is huge. The challenge is that having recognized this, how does a company in this field market its service? Do the 4Ps or 7Ps help? What is it that the customer actually looks for? What is the meaning of quality, cost, delivery and service in this field? Each field has its niche segment and a desirable and most appropriate approach to marketing. In this article, the approach to marketing of engineering services is thoroughly delineated.

Indian Construction Industry : A PESTEL Analysis

-- Jacob Chandy

This article takes us through a PESTEL analysis (political, economic, social, technological, ecological and legal analysis) of the Indian construction industry. It brings out how the various constituents of the external environment influence this very important industry, which has a stupendous task ahead of it, but is faced with numerous constraints, both internal and external. The article also looks at the key drivers of change and opportunities for the future.

SOCIAL MARKETING

Adopting Marketing Concepts for the Success of Social Projects

-- Souren Ghosal

In this article, an attempt has been made to examine in what way government schemes and social programs could be successfully implemented by inducting marketing concepts practiced by corporate entities. The idea is that concepts related to product development, pricing, promotion and distribution of ideas, goods and services can be used in the context of government projects. The absence of these in social projects sponsored by the state has been the prime reason for poor delivery; and this article highlights ways to improve them by the adoption of principles drawn from the marketing domain.

Global Executive Summaries
  • The Secret of Service Marketing
    Full Text: www.online-pr.co
  • The Services Marketing Mix
    Full Text: www.quickarrow.com

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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