Name: Marcus A. Cyrus Topic: MARKETING DEBATE—Is Service Marketing Different From Product Marketing? MARKETING DEBATE—Is Service Marketing Different From Product Marketing? Marketing is the process of communicating the value of a product or service to customers. In addition‚ marketing might sometimes be interpreted as the ability of selling products and services. As the term "Marketing" may replace "Advertising" it is the overall strategy and function of promoting a product or service
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1.0 OVERVIEW OF THE SERVICE INDUSTRY We have always had service industries‚ and indeed there are numerous biblical references to services as diverse as inn keeping‚ money lending and market trading. Over time‚ the service sector has grown in volume and in the importance attributed to it. According to Baker J.M et al‚ The Marketing Book 5th Ed‚ (2003)‚ early economists saw services as being totally unproductive‚ adding nothing of value to an economy. He quotes Adam Smith as having included
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relationship marketing with S-D logic and service science. * 1981 the birth of Nordic School 2001 Richard Norrman 2010 Handbook of Service Science * Get rid of non-viable parts * Weed out the mythology of IHIP * Intangibility‚ Heterogeneity‚ Inseparability‚ Perishability * Development of technology * Relationships marketing is interaction of networks‚ 30 R’s * Complexity * A2A grand theory? * More metrics – yes‚ but metrics that really imply the reality Christian
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goods and services. The services play an important role in the economy as it helps in financial services like financing and licensing‚ personal services and government services. The basic characteristics of services are intangibility‚ inseparability‚ perishability and heterogeneity. The world offers various kinds of services. Operation management makes sure that goods and services are delivered to the customers. Operation management is an integrative body of knowledge. The consumers who consume the
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provide real customer value to targeted customers‚ motivate purchase and fulfil consumers needs. P’s: product‚ price‚ place‚ promotion‚ people. Process‚ physical evidence 4 characteristics of services: Intangibility: services can not be seen‚ tasted‚ heard or smelled before purchase Inseparability: services cannot be splitten from their providers (taxi driver drives you) Variability: Quality depend on who provides the service Perishability: services cannot be stored for later sale or use‚ no clients
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strategy of a car. The characteristics of services address a clear framework from which we can differentiate between the marketing of cars and the marketing service of those same cars. These characteristics are intangibility‚ inseparability‚ variability‚ and perishability. Intangibility: A car as a product is tangible‚ which means the customer can touch and see the product before deciding to make a purchase unlike car services which are intangible. So service marketing should
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Chapter 2 Service Characteristics of Hospitality and Tourism Marketing OBJECTIVES: Describe a service culture. Identify four service characteristics that affect the marketing of a hospitality or travel product. Explain marketing strategies that are useful in the hospitality and travel industries. Ritz-Carlton is renowned for outstanding service. o the chain of eighty-five luxury hotels around the world‚ caters to the top 5 percent of corporate & leisure travelers In surveys of departing
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1/30/2014 HRMA 3361: Review for Midterm Chapters 1 through 5 HRMA 3361: Chapter 1 The Concept of Marketing 1 1/30/2014 © Kapoor & Shoemaker Competitive Advantage • What is competitive advantage? ▫ The ability of a firm to develop and maintain distinctive competencies that enable it to capture a larger market share and earn higher than average profits © Kapoor & Shoemaker Competitive Advantage (cont.) • What are some distinctive competencies? ▫ ▫ ▫ ▫ ▫ ▫ ▫
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Service Quality By definition‚ a service includes several distinct characteristics. A service is intangible and difficult to store. In a service‚ customers are extensively present as participants in the process. The inseparability of a service is due to the fact that it is simultaneously produced by the provider and consumed by the customer. This is because services are heterogeneous and known to vary from service – provider to service – provider‚ from customer to customer‚ and from day to day
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value to the customer and also on the customer relationship. Some of the basic features of Services are: 1. Intangibility: Services are intangible which cannot be touched or viewed‚ so it is difficult for clients to tell in advance what they will be getting. For example‚ banks promote the sale of credit cards by emphasizing the advantages derived from possessing a credit card. 2. Inseparability:
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