52 Services Marketing
sphere, entertainment, music, education, healthcare and communication have
been greatly impacted by technology. In addition to this, many new technolo-
gies are emerging and a fusion and convergence of di erent technologies is also
taking place.
8
Technology facilitates speed, accuracy, reach, interactions with
masses, inexpensive processes and operations, control of operations and so on.
New technologies create new market opportunities. Marketers should study the
trends in the technological environment. If they fail to notice changes, they may
soon nd their services outdated, lose market opportunities and leave chance to
competitors.
The Political and Legal Environment
In a democratic setup, the political party that gets ...