Introduction to services marketing - Essay Example

Only on StudentShare

Extract of sample
Introduction to services marketing

Marketing of services has attained greater significance over the years, due to globalization and the increasing competition at a global level (Cunningham, Young, Ulaga & Lee, 2004). The services sector is has grown substantially in the recent years and hence has become an integral part of economy. In order for firms to survive in such a highly competitive industry, marketing of services is inevitable (Lovelock, Wirtz, 2004). In the realm of marketing, innovation holds supreme significance. It is only through innovation that firms can differentiate their products / services in the market and generate value and relevance for their services or products in the eyes of their target market / segments (Kleinknecht, 2000: 169-186).
The development of technology fuelled by a simultaneous development in the field of information and technology, has led to a complete transformation with regard to delivery and execution of various services. It has now, completely revolutionized the manner in which services were executed, and hence widened the scope to product and process the services. The opening of various global economies has further expanded the playing field for various firms, thus further intensifying the competition at a global level. ...Show more


This paper discusses the various differences between high-contact and low-contact services and explains the manner in which customer experience differs between the two. Marketing of services has attained greater significance over the years, due to globalization and the increasing competition at a global level…
Author : kaleb57
Save Your Time for More Important Things
Let us write or edit the essay on your topic
" Introduction to services marketing"
with a personal 20% discount.
Grab the best paper

Related Essays

London Travel Agency Services Marketing
The main operations of London Travel Agency consist of laisoning with carriers like road, rail and airlines for booking travel and networking with hotels across Europe for accommodation bookings. The company primarily organizes tours from the UK, but it also takes some direct bookings from its smaller branches in other cities.
11 pages (2750 words) Essay
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
Circular Distributors Marketing Services
A service providing organisation is also another firm which provide different kinds of services to the host organisation. Service organizations have been the major consumers as well as the producer of refined services. In the present scenario information plays the most fundamental role in order to target new customers and also helps to embrace the existing customers of the firm.
8 pages (2000 words) Essay
Services and Relationship Marketing
Classical economists argue that goods are value objects, which rights of ownership could be well-known and or exchanged. Services are within and around people while the people are the consumers to the services.
7 pages (1750 words) Essay
Introduction to Marketing
Selection and definition of a future target market 7 6. Conclusion 8 7. Recommendations 8 References 9 1. Introduction The identification of markets that can secure high profits is among the key priorities of marketing. However, the achievement of this target is not always easy, especially in highly competitive industries.
8 pages (2000 words) Essay
Interview a Family Business Leader
The restaurant is famous for roasted duck and has a history more than 20 years; locals and foreigners both often visit the restaurant. Famous Zhang Liqun used to supervise the restaurant, but after his death, his son Xou Liqun has taken charge of the restaurant.
3 pages (750 words) Essay
Marketing of Services
It refers to the environment in which the service is assembled together, where the consumer and the seller interact, combined with the tangible commodities which facilitate communication or performance of the service. But the people within the built environment can influence and shape the physical space; hence the social environment is also included in the expanded definition of the services cape.
5 pages (1250 words) Term Paper
MKTG216 - Consumer Demographics
It is in this context that demographic changes impose major influences on consumers. Consumers are changing their perspectives from the role of passive buyers. The phase of globalization herein signifies an active consumer participation in the
4 pages (1000 words) Essay
Ground Chocolate & Co. Marketing Plan
The main conflict is the pricing strategy of the company. We have established a special niche in the industry since we offer a variety of chocolates such as milk, dark, nutty and white chocolate that are raw and organic. Our chocolate wraps are green (eco-friendly) since they can be easily recycled. We use environmentally friendly resources.
3 pages (750 words) Research Paper
Find out how much would it cost
to 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