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This is the complete lecture note for MKT 221 Service and Social Marketing. You can read it online below, open it in the full viewer, or download the PDF for offline study. It pairs with the course's video lectures, so you can read and watch together.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Series 1: Foundations of Service and Social Marketing 1.1 Nature and Scope of Service Marketing • 1.1.1 Meaning of Service Marketing • 1.1.2 Importance of Services in the Economy • 1.1.3 Distinctive Characteristics of Services 1.2 Meaning and Scope of Social Marketing • 1.2.1 Definition of Social Marketing • 1.2.2 Objectives and Applications of Social Marketing • 1.2.3 Differences between Service Marketing and Social Marketing 1.3 Features of Marketable Services • 1.3.1 Tangibility and Intangibility in Services • 1.3.2 Perishability and Variability of Services • 1.3.3 Customer Participation and Co-production 1.4 Problems and Prospects of Service Marketing • 1.4.1 Challenges in Service Marketing • 1.4.2 Prospects for Service Marketing in Nigeria and Other Climes • 1.4.3 Strategies for Overcoming Service Marketing Challenges Introduction Services are all around us, from the education we receive to the healthcare we depend on and the hospitality we enjoy when travelling. Unlike physical goods, services are intangible, often produced and consumed at the same time, and heavily influenced by customer participation. Understanding how services are marketed, and how social marketing can be applied to influence positive behaviours in society, is therefore essential for anyone studying modern marketing. This Series provides the foundation for appreciating the unique nature of services and the role of social marketing in shaping both commercial and non-profit outcomes. The aim of this Series is to introduce you to the fundamental concepts of service marketing and social marketing, and to equip you with the ability to analyse their scope, features, and challenges in contemporary contexts. We shall commence this Series by examining the nature and scope of service marketing, including its meaning, importance, and distinctive characteristics. Then, we will explore the meaning and scope of social marketing, focusing on its objectives and applications, as well as the
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS differences between service and social marketing. Following that, we will study the features of marketable services, such as tangibility, perishability, and customer participation. Finally, we will wrap up by analysing the problems and prospects of service marketing, with particular attention to challenges and opportunities in Nigeria and other climes. Series Learning Outcomes Upon completing this Series, you should be able to: • 2.1 define service marketing and explain its scope and importance in the economy, • 2.2 describe the concept of social marketing and evaluate its objectives and applications, • 2.3 analyse the distinctive features of marketable services including tangibility, perishability, and customer participation, and • 2.4 evaluate the problems and prospects of service marketing in Nigeria and other climes. 1.1 Nature And Scope Of Service Marketing 1.1.1 meaning of service marketing Service marketing is the application of marketing principles to services, which are intangible activities or benefits offered to satisfy customer needs. Unlike goods, services cannot be touched, stored, or owned, but they provide value through experiences, expertise, or performance. For example, when you attend a lecture, you are not buying a physical product but rather the lecturer’s knowledge and delivery.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Fill in the blank: Service marketing focuses on ______ rather than physical goods. 1.1.2 importance of services in the economy Services are central to modern economies, contributing significantly to employment, Gross Domestic Product (GDP), and overall development. In Nigeria and other climes, sectors such as education, healthcare, banking, and hospitality are service-driven. The rise of technology has further expanded service industries, such as online banking and e-learning.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Fill in the blank: The service sector contributes significantly to employment and ______ in modern economies. 1.1.3 distinctive characteristics of services Services possess unique characteristics that distinguish them from goods: • Intangibility: Services cannot be seen, touched, or stored. • Inseparability: Services are produced and consumed simultaneously. • Perishability: Services cannot be stored for future use.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS • Variability: Service quality may vary depending on who provides it and under what conditions. • Customer participation: Customers often play an active role in service delivery, such as providing information or engaging in the process. Fill in the blank: One of the distinctive characteristics of services is that they cannot be stored for future use. This is called ______. Pilot questions 1.1 1. Service marketing refers to the application of marketing principles to: a) Goods only b) Services only c) Both goods and services d) None of the above
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS 2. Which of the following is NOT a characteristic of services? a) Intangibility b) Perishability c) Inseparability d) Storability 3. The service sector contributes significantly to: a) GDP and employment b) Manufacturing output c) Agricultural productivity d) Mining activities 4. Services are produced and consumed at the same time. This is known as: a) Perishability b) Inseparability c) Variability d) Intangibility 5. Customer participation in service delivery means: a) Customers are passive recipients b) Customers play an active role in the process c) Customers own the service d) Customers store the service for later use 1.2 Meaning And Scope Of Social Marketing 1.2.1 definition of social marketing Social marketing is the use of marketing principles and techniques to influence behaviours that benefit individuals and society. Unlike commercial marketing, which focuses on selling goods and services, social marketing aims to promote ideas, practices, or behaviours such as healthy living, environmental conservation, or road safety. For example, a campaign encouraging people to wash their hands regularly is a form of social marketing.
LA-NET | ONLINE LEARNING VIDEO PLATFORM FOR POST-SECONDARY & HIGHER INSTITUTION STUDENTS Fill in the blank: Social marketing focuses on influencing ______ that benefit individuals and society. 1.2.2 objectives and applications of social marketing The objectives of social marketing include raising awareness, changing attitudes, and encouraging positive behaviours. Its applications are wide-ranging, from public health campaigns to environmental initiatives and educational programmes. For instance, campaigns against smoking, promoting recycling, or encouraging school attendance all fall under social marketing.
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