World Development Report 2004: through the lens of marketing services to education in India Dr. Amalesh Bhowal, Professor, Department of Commerce, University of Assam. E-mail: amalesh_b1 @ rediffmail. com 1. 1 Introduction: Article 10 contained in the Declaration on the Responsibilities of the current generation of future generations, says that “The present generations should ensure the conditions for equitable economic development, sustainable economic development and universal generations to come … Education is an important tool … “ There is a new future in the world of education with the goal of commercialization. The proof is in the General Agreement on Trade in Services (GATS). His goal was the deregulation of international markets in services, including education. Corollary: Education is an asset that can be exchanged too, in other words, there is “market of educational services. To operate in this market, we have principles and theories of marketing services to education. ] “The idea behind these principles is the creation of an open and global, where services such as education, can be negotiated … The GATS covers educational services in all countries where education systems are not exclusively provided by the public sector, education systems or for commercial purposes. “ For now, the World Bank published World Development Report 2004 – Services for the poor. “Provides a practical framework to run services that contribute to” work for human development for the poor. The report includes services that have the most direct link with human development – education, health, water, sanitation and electricity. 1. 2 Purpose of document: In the context of international requirements above, the paper tried to explore the rationality of the principles of marketing services and lessons learned from the 2004 World Development Report on Education Marketing Services. 1. 3 The rationale for the study: This type of study may lead to understanding the debate whether the “Marketing of Educational Services” is synonymous with the “commercialization of education services. 2. 1 Marketing Education Services [MA]: Education Marketing Services refers to the activities [ie, the profit motive or services] which manages the flow of educational goods and services from the producer, supplier and developer for the consumer goods and services to meet the needs of stakeholders [ i. e. makers, suppliers and customers] and psychological, and economic security, social esteem and must be updated. 2. 2 The current lack of a market economy: Current educational services for the poor are poor because: – [1] The diversion of much of the budget expenditure for education in non-poor [2] does not receive part of the budget, targeting the poor, the service providers of frontline [3] Lack of incentives for service providers, the prevalence of public corruption and political influence in the education side, [4] decreased demand for education due to cultural factors. Thus education, for maximum control of the finance function, and by virtue of the importance of the marketing function. 2. 3 rationality of adopting the principles of marketing services in the month: The report calls for “putting the poor in central services. This is similar to the thought of the Customer Marketing SRVICES downtown. Companies usually choose the long way, because there is evidence of market failure. Similarly, companies feel short drive traditional [I. e. consumers power over suppliers] is insufficient given the size of the equity. But there is evidence of “government failure” associated with the long road, and “may in some cases, the market solution may actually leave poor people better.” It is necessary to balance the problems related to circuit accountability along with the short trip. 2. 4 dimensions of MES: Classification in respect of the marketing of educational services are of two types: [A] marketing functions related to educational: – These functions include [1] Market Research and [2] targeting customers with the Market Mix I. e. In development, price, promotion and distribution of products for education or education of the product. [B] marketing functions related to educational services: – These functions include [1] Market Research and [2] targeting customers with the Market Mix I. e. [a] product development, [b] Price, [c] Foster, [d] distribution, [and] focus on the people’s house, [f] treatment, [g] Establishment of physical evidence, [H] and after the political [i] To ensure people’s participation in the service of education. Interestingly, the report seems to be in absolute silence with regard to “marketing functions for the real education.” 2. 5 Relations, triangle and types MONTH: The report calls for three key relationships in the market economy [has] the poor and suppliers [b] among the poor and the politicians, and [c] between the makers and providers. Therefore, there is Educational Marketing Service Triangle. Policy makers, service providers and clients / poor, indeed, must work together for months [the pattern]. But it takes three different types of marketing – [marketing] between domestic policy makers and providers, the service promise. [b] external marketing between policy makers and customers / poor – to make promises. [c] interactive marketing or marketing in real time between suppliers and customers – to keep their promises. There must be a perfect alignment in the three different types of marketing.