Service Marketing - Essay Example

Only on StudentShare

Extract of sample
Service Marketing

(Zeithaml & Bitner, 2004; Daly, 2004). The Classification of industries or businesses facilitate some generalizations about appropriate marketing strategies for each classified group. The service sector has multiple varieties of businesses ranging from airlines, telecommunications to professional services to even one person businesses such as body masseurs. This multiplicity makes categorizations of services more tedious than physical goods (Samiee, 1999). Lovelock and Yip (1996) classified services into various groups. One important grouping was - People Processing Services: These services necessitate the customer's presence while the service is being provided. Most of such services are aimed or applied to people and so their presence is essential. In order to buy, use and appreciate these services customers must be ready to spend time, co-operating with the service operation (Lovelock, Vandermerwe & Lewis, 1996). Typical examples of such services are medical services, passenger transport, hotels, fitness centers and beauticians. It is the marketing of these services which is radically different from marketing of physical products. The focus of this paper is the marketing efforts of one such service viz.Hotel services. ...Show more

Summary

Marketing of services is quite a distinct process from marketing of tangible goods due to peculiar characteristics of services. Philip Kotler (in Gronroos, 1990) credits Lynn Shostack's 1977 path breaking article Breaking Free From Product Marketing with "altering the course of our thinking about Services Marketing"…
Author : wmccullough
Service Marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Service Marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Service Marketing
Service Marketing Name: Course: College: Tutor: Date: Introduction Service marketing is the marketing sub field that can be divided into two main fields of goods marketing and services marketing. The goods’ marketing area includes marketing of the fast moving goods of the consumers and durables.
9 pages (2250 words) Essay
Service marketing
has been in business for more than 50 years as a supplier of targeted messages, a form of direct marketing services. It began by delivering leaflets and free product samples of fast moving consumer goods (fmcg) from door to door. It launched a publication called “Emma’s Diary” which was co-produced with the Royal College of General Practitioners.
12 pages (3000 words) Essay
Service Marketing

The author states that the continued growth of non-profit and public sector marketing presents new and exciting challenges for marketing managers. While a product is tangible, a service is untouchable and not visible because it is not a physical material. A service is consumable and has to be experienced and cannot be owned.

13 pages (3000 words) Essay
Service Marketing
It needs to be understood that customers have some pre-conceived notions and set beliefs pertaining to a product or service and a major or minor breakdown in those notions and beliefs create service failure. Service failures can be extremely costly for organizations as customers tend to switch to other organizations for better experiences and contentment in terms of services.
8 pages (2000 words) Essay
Service Marketing
The paper will also identify the numerous stages in the services marketing process. It is evident from recent research that best practices in services marketing create a strong brand and eventually the brand develops the personality for the organization, service or product.
7 pages (1750 words) Essay
Service marketing
Effective services marketing are a complex undertaking activity, which involves various different strategies, tasks and skills. The study will deal with five personal encounters by the author of the study and its impact on his customer satisfaction. The author of the study will also highlight the experiences of the customer while purchasing different products and services.
10 pages (2500 words) Essay
Service marketing
These include the steps that are taken by the human resources management regimes within the organization or industry as well as the adequate ethical measures and considerations that are making the relevant rounds. On this token, people factor has
14 pages (3500 words) Essay
Service Marketing
The retailers are also on a constant lookout to change the sales and marketing methods with multiple options in price, product presentation and range of products. We can also see that the retail sector
10 pages (2500 words) Essay
Service marketing
Speculations about its bad debts slashed AIB’s value by 15% which approximately amounted to €1 billion (Collins, 2009). The year 2008 had been turbulent for AIB. Profits slumped by 37% and a mammoth €500 billion fund had to be set up to take care of bad debts. It
4 pages (1000 words) Essay
Service marketing
Services, by their characteristics, are quite different from the traditional products. Services are intangible, inseparable, heterogeneous and perishable in nature. Marketing of service, because
13 pages (3250 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT