Questions and Answers on Services Marketing
Having read the chapters from Lovelock, Wirtz, Key & Lu (2005) and Masterson & Pickton (2010), what did you find most interesting about services marketing and why?
Answer：In this chapter, the most interesting about services marketing is the growth of the service economy. In numerous countries, increased productivity and automation in agriculture and industry, combined with growing demand for both new and traditional services, have jointly resulted in a continuing increase over time in the percentage of the labor force that is employed in service. In recent years, the development of technology, especially IT and telecommunication, has became more crucial in services. The opening up of the service economy means that there will be greater competition. In turn, more competition will stimula innovation, not least through the application of new and improved technologies.
Having read the chapters from Lovelock, Wirtz, Key & Lu (2005) and Masterson & Pickton (2010), what concepts or ideas relating to services marketing did you find most difficult to understand and why?
Answer: In my opinion, the most difficult to understand concept is “People are often part of the product”. The difference between ones service and another often lies in the quality of employees who serve the customers. Service firms need to devote special care to selecting , training,and motivating those employees who will be serving customers directing. At the same time, firms have to manage and shape customer behavior, as the type of customers who patronize a particular service business can shape the nature of the service experience. I think it only proof that the people is very important in doing service. Why people are part of product? It make me confused.
Having read the chapters from Lovelock, Wirtz, Key & Lu (2005) and Masterson & Pickton (2010) outline four generic differences between good and services. How do these differences impact on the marketing of service products?
Answer: there are 4
Answer：In this chapter, the most interesting about services marketing is the growth of the service economy. In numerous countries, increased productivity and automation in agriculture and industry, combined with growing demand for both new and traditional services, have jointly resulted in a continuing increase over time in the percentage of the labor force that is employed in service. In recent years, the development of technology, especially IT and telecommunication, has became more crucial in services. The opening up of the service economy means that there will be greater competition. In turn, more competition will stimula innovation, not least through the application of new and improved technologies.
Having read the chapters from Lovelock, Wirtz, Key & Lu (2005) and Masterson & Pickton (2010), what concepts or ideas relating to services marketing did you find most difficult to understand and why?
Answer: In my opinion, the most difficult to understand concept is “People are often part of the product”. The difference between ones service and another often lies in the quality of employees who serve the customers. Service firms need to devote special care to selecting , training,and motivating those employees who will be serving customers directing. At the same time, firms have to manage and shape customer behavior, as the type of customers who patronize a particular service business can shape the nature of the service experience. I think it only proof that the people is very important in doing service. Why people are part of product? It make me confused.
Having read the chapters from Lovelock, Wirtz, Key & Lu (2005) and Masterson & Pickton (2010) outline four generic differences between good and services. How do these differences impact on the marketing of service products?
Answer: there are 4