This essay discusses marketing of services which is quite a distinct process from marketing of tangible goods due to peculiar characteristics of services. The Classification of industries or businesses facilitate some generalizations about appropriate marketing strategies for each classified group. …
From the report it is clear that a service is an activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. In the goods continuum the distinction between products and services is far from clear as one traverses from tangibility to intangibility. The lack of distinction is particularly prominent mid way through this continuum where tangibility and intangibility may gel indistinguishably. However the fact remains that the tangibility dimension of the offering is a critical distinction and can identify a service offering. For instance, in a hotel stay once the stay has been completed nothing tangible is left with customer for preservation except experience, hence hotel stay is a typical person processing service offering.
This study stresses that services are not physical. They can neither be possessed nor seen or felt. The tangible indicators of service are few, if any, and they are not good enough indicators to reduce consumer uncertainty. This increases the work of service marketers who must diligently determine how to effectively communicate the service process and the final outcome the consumer will receive -most importantly the quality. The production of the services can't be separated from its consumption. For instance, the production and consumption of a medical examination happen together. One can not store services for future use. ...
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The crux behind marketing is that we need to identify the customer, earn the goodwill of the customer and also retain the customer. It is a very difficult task but if the customer satisfaction is kept as prominence for the business then it is quiet easy to know the customer.
motion but would also tend to focus on other marketing mixes on its process of operations, the internal people and physical evidences from the consumer’s viewpoint. Product McDonald’s continuously endeavours to standardise the set of products manufactured with a view to suit the local custom of a particular region.
Different customers have diverse perception on different products produced into the market. On the other hand, different customers have different customers’ beliefs and perceptions. It is therefore the responsibility of the company management to comprehend different perception held by the company’s customers.
Why was the original marketing mix extended for the service sector? Table of Contents Table of Contents 2 Introduction 3 Discussion 4 A Definition and importance of service marketing 4 What is service marketing? 4 The importance of 4p’s 4 B the service marketing Triangle 5 The extended P’s for the services marketing 6 Effectiveness of Expanding Traditional Marketing Mix to Service Organization 6 Effectiveness of the elements of service sector 9 Findings 9 Conclusion and recommendations 10 References 11 Introduction 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
With the known information about service marketing, the Nahm’s service marketing was examined. This was done by both qualitative and quantitative ways such as the survey, usual means when case studies are used. It was
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2012). Moreover, the firm requires modifying its marketing strategies to make them adapted to the international market conditions. This essay focuses on international service marketing, its difference from product marketing, issues associated