Services Marketing

Chapter 27 : Media Services Marketing - (Broadcasting, Entertainment & Print Media Industries)

Entertainment Services

Market Segmentation in Entertainment Marketing Strategy for Entertainment Firms Marketing Mix for Entertainment Services

Product
Price
Place Promotion People
Physical Evidence Process

Recent Trends in Entertainment

Entertainment Industry in India

Music
Movies

Section Summary - Entertainment Services

Entertainment services include all those services that help a person feel entertained and relaxed. The various forms of entertainment include music, movies, sports, animation, television shows, and the more modern forms such as go-karting, bowling alleys, theme parks and family entertainment centers. Music and movies have a worldwide appeal and provide the service providers with a lot of scope for growing their business.

An understanding of how entertainment services influence consumer behavior is essential for marketers of entertainment services to promote their services. The global music and movie industry has been segmented on the basis of revenue generated and geographic territory or location of markets. The free MP3 downloads and piracy of content has been the concern of music and movie producers across the world.

In order to counter the threat from these sources, entertainment service providers have to devise strategies that will help them counter the threats they face as well enhance the growth of their business. After having developed a marketing strategy, entertainment service firms must exploit all the seven marketing mix elements (product, price, place, promotion, people, physical evidence and process) to differentiate themselves from their competitors and attract new consumers to their service.

The recent trends taking place in the global entertainment sector include the online availability of entertainment content, piracy or unauthorized duplication of content, mergers and consolidation taking place among entertainment companies, both at a global as well as domestic level, and the evolving forms of media, digitization and other media technologies.

These trends in entertainment services make it crucial for entertainment service providers to develop new strategies to take advantage of these trends and counter threats, if any.
Compared to the entertainment industry in other parts of the world, especially that in the USA, the entertainment industry is relatively fragmented and disorganized and makes it necessary for the Indian companies in the industry to adopt an entirely new business model in order to achieve growth in the industry.

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