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Service Marketing - Essay Example

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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. …
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Service Marketing

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. ... Read More
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