In the present era, services account for a lion's share in GDP of any country. Marketing has evolved from being just a product marketing to the value added services marketing that has changed the way all businesses were carried out before.
Services are intangible, that is, they can not be touched, sighted or felt…
Inseparability of a service means that the production of service can not be separated from its consumption; thus, customer is a party to the production of the service. Hence, one can not provide banking services to a customer who is not present (either physically or through other means). A waiter can not serve to a customer if there is no customer present in the restaurant. This is what inseparability of the service means; that the service is generated and consumed at the same time. This makes the quality control process even more difficult and hence efforts are made to overcome the inseparability aspect of the service by separating production and consumption of services.
This is another important characteristic of services and refers to the change in service quality and effectiveness each time the service is produced and consumed. For instance, the same waiter serving two different customers, or even same customer two different times, may provide different quality of services. Sometimes, it is essential to adapt to the specific needs of the customer while providing services like dentists who spend more time with children than adults, assuring and reassuring them that the treatment will not hurt. At other times, a quality control system may be put in place to eliminate the inconsistencies in services, for example, in call centers where all operators are taught to communicate similarly with customers.
A drawback of service is that it is difficult to store it and reuse when required. Since services are generated and consumed at the same time usually, these are perished hence minimising idle time is critical to provide quality services.
Ownership of Services
Since services are provided at the time buyers and sellers come into contact, these can not be owned by anyone. They are 'used up' in the process of providing services.
Marketing Mix for Services
The marketing mix for services marketing consists of 3 more Ps in addition to the traditional 4 Ps. That is, in addition to the product, price, place and promotion, the marketing mix must take care of people, processes, and physical evidence that the service is provided. In real world though, goods and services co-exist in a product and may be ...
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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).
A niche customer who is into business travel or leisure looks at a place where he can relax; enjoy, refuel his spirits before he ventures again to his routine busy life. The customer looks for a place where his experience lasts as a memorable movement of truth for years to come.
al. 1999). In the 21st century internet has come up as one of the most important services and has become an integral part of people's lives. Internet is used for accessing information, interaction through emails and chatting, shopping, banking, etc. But there is a problem which customers or users face while using the internet and that is of internet frauds, which manifests itself in many ways.
The author also presents few discussion points in this context.
Services marketing need to be viewed from two different perspectives - services that are packaged with products and services that are marketed independent of products. The strategic marketing aspects of both these types of services differ at the fundamental level.
The objectives of a service blueprint that are implemented within an organization include; provision of enough time to market a new service into the market, increase service delivery, reduce cost of delivering services and alignment of an organization to facilitate it to achieve a breakthrough in the service performance within a specified period of time.
As clearly indicated, the product could possess distinguishing characteristics in terms of tangibility, distinct separateness, differences in kind, and perishability.
Wolak, Kalafatis & Harris (1998, 24) clearly enumerated the
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
ng strategy of McDonald, ten different digital marketing activities are being analyzed are being promoted through Facebook, Twitter, YouTube, web browsers etc. Ten different digital marketing activities are named as McDonald coins selling, ask McDonald campaign, virtual version
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