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Why was the original marketing mix extended for the service sector - Essay Example

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Why was the original marketing mix extended for the service sector

organization may not survive or prosper effectively in this age of tough rivalry. This is because the customers act as the prime potency of any organization but they need to be presented with qualitative services so as to retain them for longer period of time. Only then, a service organization might retain its reputation and brand image in the market among other rivals. However, to do so it is extremely essential to appoint talented and skilled staffs within the organization. This might act as a stimulant in enhancing the level of dedication and devotion of the employees towards work thereby amplifying their standard of performance. The productivity and efficiency of the organization might get enhanced thereby amplifying the rate of profit margin. The brand image and loyalty of the service provider might also get enhanced to significant extent as compared to many other rival players. Moreover, due to the presentation of qualitative services, the level of satisfaction of the customers might also get enhanced thereby amplifying their level of reliability. Hence, it might be depicted from the above mentioned paragraph that qualitative service acts as the guiding force to enhance the competence of the brand as well as its staffs thereby reducing its threat from new entrants. This report is divided into five phrases. It mainly highlights the important of marketing mix in case of service providing organizations. Along with this, it also describes the effectiveness of three P’s i.e. people, physical evidence and process within a service providing organization. Discussion A Definition and importance of service marketing What is service marketing? Service marketing is described as the process of promotion of the products and services to the customers so as to satisfy their needs and desires. The prime objective of service marketing is to present the desired quality of products or services at a competitive cost. It is done so as to satisfy the underlining desires and needs of the customers thereby amplifying their level of loyalty and dependency over the brand. The profit margin as well as productivity of the organization also gets enhanced in this age of competitiveness. Therefore, it might be stated that in spite of being a new phenomenon in marketing, service marketing gained significance mainly due to its urge to present qualitative and value-added services to its customers. Other than this, service marketing gained popularity due to its efforts to present the economic activities generated by the organization to its clients in an effective and disciplined way. For example: proper treatment facilities by the health care organizations, services offered by the hospitality providers such as NHS. The importance of 4p’s The term 4p’s are referred as product, place, price and promotion. Product: This part of the marketing decisions deal with the specifications of actual goods and services. It also takes into account the needs and the wants of the end users. The extent of product category includes warranties, support and guarantees. In case of service category it is difficult to apply the marketing decisions since services can only be judged by quality. In case of similar services the only parameter is quality. For example, customer service facility on a product sold by a company can be judged only by the number of ...Show more


In this age of competitiveness and economic downturn, presentation of appropriate services to the customer is the prime requirement of any service organization without which an organization may not survive or prosper effectively in this age of tough rivalry. …
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Why was the original marketing mix extended for the service sector essay example
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