Marketing has become one of the most important components in business that is rife with competition. With the increase in the scope for marketing, the methods and types of marketing have also increased to a considerable level. Marketing is an aspect of business that is more in sync with the sales aspect…
Service marketing is the marketing of service or performances of the service seller. Service is intangible in nature and hence it cannot be measured. Similarly, service marketing is also intangible and cannot be gauged easily. The reason behind the distinction between that of the product marketing and service marketing is because of the fact that services are more heterogeneous in nature. There is no uniformity when it comes to service marketing as there are different types of services available. Crux of service depends on its uniqueness. If a better service is provided then that particular company will get to sell more of its services. Thus there is no standardization in marketing as opposed to that of the products. You need to bring this awareness into the customers as well.
Marketing Types and Characteristics
There are different types of marketing needs. One of the marketing types is that of the product marketing wherein the customer’s needs toward the products are taken care of. Product marketing is easy to gauge and thus will provide a clear cut approach for marketing. The manufacturing of the product is based on the product marketing. If the demand from the customer is more then more such products will be manufactured. Service is something that is rendered as per the requirement of the service buyer. Both service buyer and service seller plays a major important role in the market of service. Service marketing is entirely different from that of the product marketing and requires a completely new approach than that of the product marketing. The four major characteristics of marketing play a major role in optimizing of the service marketing. They are intangibility, heterogeneity, intangibility and perishable nature. In view of Bruhn M. and Georgi D. (2006, p. 478), the service industry has got a value chain that it needs to follow through in the process of marketing. Once the managing of service value chain is mastered then it becomes quiet easy thereafter. A set procedure will make a huge difference. A lot of factors that can be attributed to service marketing, that makes gives it a winning edge. Services have a special angle to it as they can never be stored for future consumption. It has to be used then and there. Thus service is produced and consumed at the same time. Perishable in nature services need to be utilized when it is produced. Marketing of services needs a lot of other contributing factor. Say for instance, if you are marketing a product, only the product needs to be good. If the product is good then people will go for it without any further questioning. On the other hand service marketing needs a lot of attractive features such as the company that renders service should be well known in the market. The person who is undertaking the responsibility to deliver the service should also be good and impressive. Only then the service will be sought after. The distinct nature of service marketing It is the service industry that needs more of marketing than that of the product manufacturing. Hence service marketing is more important aspect of the business. People need to get the name of ...
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This way, they tend to point at marketing as a concept only tailored for products which is misleading as the growth and competitiveness in the service industry has warranted adoption of marketing. The growth in service industry has been evident over the past half a century and it is not surprising that in major countries such as United States, Germany, Australia and Canada services account for about 70% of the gross domestic product (GDP).
In broader sense service also refers to economic activities which tend to create added value as well as provide benefits for its customers. Thus service marketing is defined as a sub field of marketing and deals with both B2C and B2B services (Gilmore, p.
Many new industries have been emerged since last two decades. Industries can be categorized as per their nature of business activities. Primarily, there are two major kinds of industries that include the manufacturing industries and services industry. The manufacturing industries are engaged in production using multiple of resources and they deal with tangible products.
Deregulation called for private players which induced competition in an earlier subsidised monopoly market. Industry grew by a series of cost cutting measures simultaneously followed by volume increasing approaches and a lot of acquisitions in a highly competitive market (Stagecoach Group, 2013A).
The size of the service sector is increasing in almost all economics around the world. As a national economy develops, the relative share of employment among agriculture, industry (including manufacturing and mining) and service changes dramatically (OECD, 2000).
Vodafone’s global strategy includes information, video, m-commerce and other data services. Gradually Vodafone started facing competition and challenges by newcomers in the industry. In 2000/2001 the mobile services industry was one of the fastest growing
The owner and his children were at the back kitchen preparing the food. Soon enough, owners noted that customers were lining up for want of hamburgers than for ice cream.
In 1978, the owner had 7 branches of ice cream parlors
There are over 500000 current offers on Ricardo.ch. The site has a trade turnover of approximately 600M Swiss Francs (Ricardo.ch, 2010). The firm operates on a B2C e-commerce model where businesses sell to individual shoppers. The platform
xample, Qantas would have instead mentioned a “lapses in service” which it will thoroughly look at so that similar incident will not happen again. This would have sounded better without blaming and demoralizing the employees which does not reflect well for the company. In
mers to shop more reliably, use a more prominent offer of wallet, and feel good when having an experience of shopping, helping pull in purchasers to recognizable brands notwithstanding an aggressive environment. To comprehend client loyalty one must understand that there are
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