Services Marketing

MKTG2503- Services Marketing Workshop Summary

Introduction
In this services marketing workshop summary, key theory concepts of the five presentations will be briefly discussed and two or three aspects of what the rest four groups did well and what they did poorly in each presentation will be pointed out.
Key Theory Concepts & Evaluation of Presentations
Presentation 1: Kiwi Experience
The key theory concepts covered in this presentation are:
  * Differences between goods and services
There are eight differences between goods and services according to Lovelock et al. (2007).
  1. Most service products cannot be inventoried.
“Because services involve actions or performances, they are ephemeral-transitory and perishable- and so cannot usually be stocked as inventory following production (Lovelock et al., 2007)”.
  2. Intangible elements usually dominate value creation.
“Tangible elements such as processes, internet-based transactions, and the expertise and attitudes of service personnel create the most value in service performances (Lovelock et al., 2007)”. Customers cannot taste, smell or touch these elements making them have difficulties in accessing to the service features. Therefore, marketers try their efforts to highlight service benefits and demonstrate the firm’s competencies to make service more tangible.
  3. Services are often difficult to visualize and evaluate.
“Many services can be described as ‘mentally intangible’, meaning that it’s difficult for customers to visualize the experience in advance of purchase and to understand what they will be getting (Lovelock et al., 2007)”. Well-trained salespeople or customer service representatives can reduce the uncertainty or perceived risks of purchase for new customers.
  4. Customers may be involved in co-production.
“With the increasing emphasis on customer co-production, many technology of smart machines, telecommunications and the internet are popular.   Customers are expected to... [continues]

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