StudentShare solutions
Triangle menu

Service Marketing - Essay Example

Not dowloaded yet

Extract of sample
Service Marketing

The company has been globally accepted and has a high visibility of their brand. (Source from website
Starbucks has been renowned for its customer service. A "service" is any act of performance that one party can offer to another, that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. ( Kotler, 2000) By creating a unique atmosphere, Starbucks has differentiated themselves from their competitors and catered to their customer's preferences.
A company's offering to the market place will include some kind of service. It may be a major or minor part of the product. It may be purely tangible goods that require no service, a mix of goods and services in varying proportions, or just pure service. Services can be equipment based or people based. Some services require the client's presence while some do not. Services may be a personal need or a business need. It could be for profit or non-profit and be private or public depending on ownership. ( Kotler, 2000)
Intangibility- Services cannot be seen, tasted, felt, heard or smelled. This makes evaluating service quality very difficult. Service quality is therefore ascertained by the potential consumers by perusal of other evidences like place, people, equipment communication etc. as indicators of quality.
Inseparability- Services are produced and consumed at the same time and cannot be separated from their providers. There is no stocking or distribution. The provider and client must interact for the service to occur and therefore both parties become part of the service provided. Both of them influence the outcome of the service.
Variability - As the consumer and producer are both part of the service, the quality of services depends largely on who, when, where and how they are provided. Therefore, service providers become the representative of the organization as a whole and service quality depends on the quality of the service providers themselves.
Perishability- Services must be consumed as they are provided and cannot be stored for future use. Therefore, a missed opportunity will create a loss of service that needed to be rendered. The demand and supply needs to be carefully monitored and services offered as needed during the time period.
Non-Transferability- Services cannot be owned by the user. An excellent service has good retentivity though and acts as an incentive to the customer to opt for the same service again.
Starbucks has survived and grown in the new economy because of its innovative capability to adapt to a dynamically changing environment. Their customer-focused strategy has allowed them to garner sales selling the humble coffee at a premium value due to the perception of value inculcated in the customer.
Quality of Service

Providing the level of service to desired expectations is of prime importance. Quality management is a way of doing business that allows an organization to design products and services that meet or exceed customer needs and build operational processes that achieve high levels of performance and quality. A good service company understands the psychology of the consumer, adds in a qualitative ...Show more


Starbucks Coffee Company is a household name, offering a line of fresh, rich-brewed, espresso beverages, pastries and confections, and coffee-related accessories and equipment. It opened its first store in Vancouver, BC, Canada in 1987; Starbucks has become an expansive chain globally…
Author : alishaframi
Service Marketing Essay essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Service Marketing Essay"
with a personal 20% discount.
Grab the best paper

Related Essays

Marketing service essay
It encourages the people to meet with their friends and enjoy an evening underneath the brightening stars (Rooftop Movies 2012). The inspiration for the introduction of the particular conception of rooftop cinema had been acquired from an idea in New York in the United States that engaged a travelling cinema screen which was viewed in different rooftops in Manhattan.
5 pages (1250 words) Essay
Marketing Mix Master Essay
These four categories together form the whole Marketing Mix which in turn, if implemented effectively, can make the business successful. It is compulsory for every organization to use four of these approaches effectively to get successful in their businesses.
8 pages (2000 words) Essay
Fashion marketing Essay
This paper introduces the concepts of fashion marketing, and establishes the relationship between marketing and corporate strategy for business. Further on it explores how the marketing strategy employed by the fashion designers and labels tends to change overtime with changing market trends and shifts in consumer preferences.
9 pages (2250 words) Essay
Service Marketing and Product Marketing
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.
3 pages (750 words) Essay
Marketing Management Assignment- Marketing Essay
I will also consider the benefit, which marketing managers achieve from the application of the Customer Derived Value to the sphere of pricing strategy. My present research lies within the framework of marketing management, which is defined as
8 pages (2000 words) Essay
Service Operations Management Essay, 2000 words
ange has been a part of the business environment for centuries and the employees as well as the owners have always been able to adapt to the new challenges that are part of the evolving process of maintaining organization going to meet society’s goals. In the past industries
8 pages (2000 words) Essay
Reflective Essay : Service Marketing
These sales are much higher than the sales of jeweler Tiffany & Co. and therefore depict Apple’s success. Amongst its many operations, the back-end and front-end included, Apple believes in being spotless in every move so as to achieve success (Banker, 2011). With
6 pages (1500 words) Essay
International Service Marketing
c surplus generation is relatively low for the firms in this industry, yet it should be noted that fixed costs in business for these firms are very high. At this juncture, the heart of value creation of a single firm in this industry lies in effectiveness of its marketing
10 pages (2500 words) Essay
Digital Marketing Essay
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
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
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation