Services Marketing Basics
1. What is service marketing?
Service marketing is a form of marketing which focuses on selling services. Services can be tricky to sell and the marketing approach for them is much different than the approach for products. Some companies offer both products and services and must use a mixture of styles; for example, a store which sells computers also tends to offer services such as helping people select computers and providing computer repair. Such a store must market both its products and the supporting services it offers to appeal to customers. 2. Discuss services system
Service marketing is the marketing of processes deeds and performances, i.e. anything which is essentially intangible in nature. This criteria of intangibility also differentiates goods from services and underlines the importance of marketing of services to be managed in a different manner as compared to marketing of products. The services marketing process is also different because services are more heterogeneous in nature; again, as compared to products which are more standardized in nature. Another important difference between goods and services is that services have to be produced and consumed simultaneously and cannot be stored (inventoried) for future consumption because of their perishable nature.
When people market services, the goal is not to get customers to buy a product, but to get people to do business with a particular company, often in a specific location. For example, a restaurant offers a service: It provides food to customers, both on-site and in to-go form in many cases. When the restaurant markets itself, it must convince people that it is preferable to other restaurants and that its facility is worth the trip.
As with the marketing of products, the marketing of services covers issues like what is being offered, what the price point is, how it compares to similar things, and why people should choose that particular iteration over other options. With services, which
Service marketing is a form of marketing which focuses on selling services. Services can be tricky to sell and the marketing approach for them is much different than the approach for products. Some companies offer both products and services and must use a mixture of styles; for example, a store which sells computers also tends to offer services such as helping people select computers and providing computer repair. Such a store must market both its products and the supporting services it offers to appeal to customers. 2. Discuss services system
Service marketing is the marketing of processes deeds and performances, i.e. anything which is essentially intangible in nature. This criteria of intangibility also differentiates goods from services and underlines the importance of marketing of services to be managed in a different manner as compared to marketing of products. The services marketing process is also different because services are more heterogeneous in nature; again, as compared to products which are more standardized in nature. Another important difference between goods and services is that services have to be produced and consumed simultaneously and cannot be stored (inventoried) for future consumption because of their perishable nature.
When people market services, the goal is not to get customers to buy a product, but to get people to do business with a particular company, often in a specific location. For example, a restaurant offers a service: It provides food to customers, both on-site and in to-go form in many cases. When the restaurant markets itself, it must convince people that it is preferable to other restaurants and that its facility is worth the trip.
As with the marketing of products, the marketing of services covers issues like what is being offered, what the price point is, how it compares to similar things, and why people should choose that particular iteration over other options. With services, which