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ASSIGNMENT NO 1 SERVICES OF A MASSEUST AN OVERVIEW S.LT FAROOQ AHMED PN P. No 7900 CLASS 2008-Bravo 2012 SUBMITTED TO: Dr. M SIDDIQUE SERVICE MARKETING [SERVICES OF A MASSEUST] April 18, 2012 INTRODUCTION “Services are going to move in this decade to being the front edge of the industry.” LOUIS V. GERSTNER IBM’s FORMER CEO Services represent a huge profitable and growing industry of world economy. Service providers have become a large part of our daily lives providing comfort and help to their customers. One of the service providers is a masseust. MASSEUST A masseust, commonly known as a massager, gives massage to his/her customers using different types of oil. A masseust is someone who rubs or kneads parts of the body to stimulate circulation and promote relaxation. It is also used for medicinal purposes to relieve tension or pain. A male massager is known as MASSEUR whereas a female massager is called a MASSEUSE. An establishment providing massage is called a MASSAGE PARLOUR. HISTORY Ancient and medieval times Writings on massage have been found in many ancient civilizations including Rome, Greece, India, Japan, China, Egypt and Mesopotamia. A possible biblical reference from c.493 BC documents daily "treatments" with oil of myrrh as a part of the beauty regimen of the wives of Xerxes (Esther, 2:12). Hippocrates wrote in 460 BC that "The physician must be experienced in many things, but assuredly in rubbing". SERVICE MARKETING Page 2 [SERVICES OF A MASSEUST] April 18, 2012 The Ancient Chinese book called Huangdi Neijing by the Yellow Emperor recommended "massage of skin and flesh". The technique of massage abortion, involving the application of pressure to the pregnant abdomen, has been practiced in Southeast Asia for centuries. One of the bas reliefs decorating the temple of Angkor Wat in Cambodia, dated circa 1150, depicts a demon performing such an abortion upon a woman who has been sent to the underworld. This is the oldest known visual representation of abortion. In Romania some illnesses were helped by a massage in which the client was trodden on by a tame bear. MASSAGE METHODS There are many different methods in which massage is carried out around the world. A list of some of the methods practiced internationally is shown below. Acupressure massage Anma massage Ayurvedic massage Barefoot deep tissue massage Bowen therapy Esalen massage Hilot massage Lomi Lomi and indigenous massage of Oceania Lymphatic drainage massage Myofascial release massage Myomassology Postural integration (PI) Qigong massage Reflexology massage Remedial massage Self massage Shiatsu Stone massage Structural integration Swedish massage Thai massage Traditional Chinese massage Trager approach Trigger point therapy Visceral manipulation Watsu SERVICE MARKETING Page 3 [SERVICES OF A MASSEUST] April 18, 2012 TYPES OF MASSAGE There are nearly 100 different massage and body work techniques. Each technique is uniquely designed to achieve a specific goal. The most common types practiced in the internationally include: Aromatherapy massage: Essential oils from plants are massaged into the skin to enhance the healing and relaxing effects of massage. Essential oils are believed to have a powerful effect on mood by stimulating two structures deep in the brain known to store emotions and memory. Craniosacral massage: Gentle pressure is applied to the head and spine to correct imbalances and restore the flow of cerebrospinal fluid in these areas. Lymphatic massage: Light, rhythmic strokes are used to improve the flow of lymph (colorless fluid that helps fight infection and disease) throughout the body. One of the most popular forms of lymphatic massage, manual lymphatic drainage (MLD), focuses on draining excess lymph. Myofascial release: Gentle pressure and body positioning are used to relax and stretch the muscles, fascia (connective tissue), and related structures. Trained physical therapists and massage therapists use this technique. On site/chair massage: On site massage therapists use a portable chair to deliver brief, upper body massages to fully clothed people in offices and other public places. Polarity therapy: A form of energy healing, polarity therapy stimulates and balances the flow of energy within the body to enhance health and well being. Reflexology: Specialized thumb and finger techniques are applied to the hands and feet. Reflexologists believe that these areas contain "reflex points," or direct connections to specific organs and structures, throughout the body. Rolfing: Pressure is applied to the fascia (connective tissue) to stretch it, lengthen it, and make it more flexible. The goal of this technique is to realign the body so that it conserves energy, releases tension, and functions better. Sports massage: Often used on professional athletes and other active individuals, sports massage can enhance performance and prevent and treat sports related injuries. Swedish massage: A variety of strokes and pressure techniques are used to enhance the flow of blood to the heart, remove waste products from the tissues, stretch ligaments and tendons, and ease physical and emotional tension. Trigger point massage: Pressure is applied to "trigger points" (tender areas where the muscles have been damaged) to alleviate muscle spasms and pain. Integrative touch: A gentle form of massage therapy that uses gentle, non- circulatory techniques. It is designed to meet the needs of patients who are hospitalized or in hospice care. Compassionate touch: Combines one on one focused attention, intentional touch, and sensitive massage with communication to enhance the quality of life for elderly, ill, or dying patients. SERVICE MARKETING Page 4 [SERVICES OF A MASSEUST] April 18, 2012 THE BENEFITS OF MASSAGE In an age of technical and, at times, impersonal medicine, massage offers a drug-free, non-invasive and humanistic approach based on the body's natural ability to heal itself. Physical Benefits Of Therapeutic Massage Helps relieve stress and aids relaxation Helps relieve muscle tension and stiffness Alleviates discomfort during pregnancy Fosters faster healing of strained muscles and sprained ligaments; reduces pain and swelling; reduces formation of excessive scar tissue Reduces muscle spasms Provides greater joint flexibility and range of motion Enhances athletic performance; Treats injuries caused during sport or work Promotes deeper and easier breathing Improves circulation of blood and movement of lymph fluids Reduces blood pressure Helps relieve tension-related headaches and effects of eye-strain Enhances the health and nourishment of skin Improves posture Strengthens the immune system Treats musculoskeletal problems Rehabilitation post operative Rehabilitation after injury Relaxes and softens injured and overused muscles SERVICE MARKETING Page 5 [SERVICES OF A MASSEUST] April 18, 2012 HOW MASSAGE HELPS RELIEVE HUMAN BODY SERVICE MARKETING Page 6 [SERVICES OF A MASSEUST] April 18, 2012 Mental Benefits Of Massage Therapy Fosters peace of mind Promotes a relaxed state of mental alertness Helps relieve mental stress Improves ability to monitor stress signals and respond appropriately Enhances capacity for calm thinking and creativity Emotional Benefits Satisfies needs for caring nurturing touch Fosters a feeling of well-being Reduces levels of anxiety Creates body awareness Increases awareness of mind-body connection Massage and Productivity Moreover, at the University Of Miami School Of Medicine's Touch Research Institute, researchers have found that Research has verified that: a) Office workers massaged regularly were more alert, performed better and were less stressed than those who weren't massaged. b) Massage therapy decreased the effects of anxiety, tension, depression, pain, and itching in burn patients. c) Abdominal surgery patients recovered more quickly after massage. d) Premature infants who were massaged gained more weight and fared better than those who weren't. e) Autistic children showed less erratic behavior after massage therapy. SERVICE MARKETING Page 7 [SERVICES OF A MASSEUST] April 18, 2012 Massage and Children Clinical studies show that massage relieves chronic back pain more effectively than other treatments and, in many cases, costs less than other treatments. Mothers and newborns also appear to benefit from massage. Mothers trained to massage their infants often feel less depressed and have a better emotional bond with their babies. Newborns who receive massage from their mothers also tend to cry less, and are more active, alert, and sociable. Premature babies who receive massage therapy have been shown to gain weight faster than preemies who do not receive this type of therapy. Infants who receive massage regularly may also sleep better, be less gassy or colicky, and have better body awareness as well as more regular digestion. Clinical studies also show that massage may be an effective treatment for young children and adolescents with a wide range of health problems, including: Autism: Autistic children, who usually don't like being touched, show less autistic behavior and are more social and attentive after receiving massage therapy from their parents. Atopic dermatitis/eczema: Children with this scaly, itchy skin problem seem to experience less redness, scaling, and other symptoms if receiving massage between flares. Massage should not be used when this skin condition is actively inflamed. Attention deficit hyperactivity disorder (ADHD): Massage may improve
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