StudentShare solutions
Triangle menu

Services Marketing - Essay Example

Not dowloaded yet

Extract of sample
Services Marketing

Besides, the industry continues to grow in leaps and bounds to a point that currently about one and a half of start ups are service oriented. One major stimulant to this growth is the long term economic growth of a majority of these economies which has led to particular emphasis on financial services, travel, entertainment, and personal care. These sectors form the bulk of service industry and the fact that far more businesses are starting on the same levels implying that there is eminent need for improved marketing concepts. These factors, as well as continued lifestyle changes, are coming as continuous pressures on the service industries. These are aspects and elements that Shostack had foreseen in the writing of his article breaking free from product marketing. At the time, product marketing was dominant as most industries and companies were bent on producing tangible products. In fact, any company which bordered on services was forced to adapt product marketing approaches. This was bound to fail with time as consumers would, with time, adopt preferences and approaches that would clearly differentiate product and service aspects. At the time, marketers considered the difference between products and services as purely bordering on tangibility. However, Shostack sought to disagree with this assertion holding that there were multiple other factors which differentiated service marketing from product marketing. In this study, we implore on Shostack’s view on use of tangibility as the distinguishing factor. Beyond this, the study will look at modern assertions on the differences between product and service marketing. To further understand service marketing as different from product marketing this study will also look at two other contemporary studies and their positions as well assertions. First, we examine the views of Ruskin Brown as detailed in his book titled marketing your service business. Just as Shostack asserts, service marketing cannot be adopted to fit product marketing. Rather, there is need to develop new concepts which consider the various differences between products and services. Brown states that even though it might be possible to consider the marketing mix for a service as detailed under the 4Ps of products, there is great need to expand the mix in a way that it allows a more meticulous analysis of the ingredients essential for successful service marketing. The author further asserts that most businesses fail to attain their goals as they lack understanding of the workings of the various elements of the extended mix. This imminently means that they fail to come up with required action to address these factors. To this end, Brown provides a detailed analysis of the elements of extended mix that would offer businesses an opportunity to redress their failures. Failures are identified by Shostack as emanating from the uninformed treatment of services as products. Brown insists on the extended mix which incorporates such elements as process, people, physical evidence, time, and resource. Process relates to the fact that services are performed and consumed concurrently. They are neither created nor do they posses any shelf life. Rather, service is an experience and, therefore, the core of the process is to handle the ...Show more

Summary

Services Marketing Name: Instructor: Course: Date: Marketing is considered a holistic field which encompasses both the concepts of service and product marketing in equal measure. Unfortunately, this is not the actual case as a majority of people in marketing either as scholars or sales persons still overemphasize on product marketing…
Author : josefinaparker
Services Marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Services Marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

Services marketing
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.
11 pages (2750 words) Essay
Services Marketing (encounter experiences)
In the case of the present study, the report has been broadly divided into two categories – satisfactory and dissatisfactory. The aspects of satisfaction as well as dissatisfaction are such that it varies from time to time and from person to person. However, certain parameters have been selected in the case of the present report in order to refer to the managerial frameworks available to us that would let us analyse these experiences and make the claim valid as well as reliable.
12 pages (3000 words) Essay
Services Marketing
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.
6 pages (1500 words) Essay
Financial Services Marketing

The researcher of this essay aims to pay special attention to types of products and strategies for the development of financial service. There are six types of new products that are in a company and marketplace. These include new-to-the-world, new product lines, additions to existing product lines, enhancement as well as revision of existing products, repositioning and cost reductions.

8 pages (2000 words) Essay
Services Marketing
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).
14 pages (3500 words) Essay
Services Marketing
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).
12 pages (3000 words) Essay
Services Marketing Essay
A waiter at a restaurant or a banker at a bank provides services which can not be touched or felt. The satisfaction that a customer derives from intangible services is based on the process of receiving these services rather than the actual outcome. Hence, a bank customer who is greeted well will receive the same cash by submitting a cheque that another person receives by submitting the same cheque but might not get the same pleasant services from another banker.
3 pages (750 words) Essay
Services Marketing
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
12 pages (3000 words) Essay
International services marketing
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
2 pages (500 words) Essay
Services Marketing
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
8 pages (2000 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
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation