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Services Marketing, 2nd Edition by K. Mohana Rao

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10

Service Demand Management

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand service demand situations and patterns

  • Identify variations in the demand for services

  • Understand how strategies are formulated for demand management

  • Describe strategies to manage waiting lines

A special workshop was organized to promote tourism in the country by the Union Minister of Tourism, Government of India. The managing directors of all state-level tourism corporations attended it. The minister highlighted the need for a coordinated effort and holistic approach to marketing tourism in the country. All the participants agreed that there were no strategic relationships among them. Most of them just reacted instead of managing ...

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