Services marketing is marketing based on relationship and value. It may be
used to market a service or a product.
Marketing a service-base business is different from marketing a product-base
business.
There are several major differences, including:
The buyer purchases are intangible
The service may be based on the reputation of a single person
It's more difficult to compare the quality of similar services
The buyer cannot return the service
Service Marketing mix adds 3 more p's, i.e. people, physical environment,
process[1]service and follow-through are keys to a successful venture. The
major difference in the
education of services marketing versus regular
marketing is that instead of the traditional "4 P's," Product, Price, Place,
Promotion, there are three additional "P's" consisting of People, Physical
evidence, and Process. Service marketing also includes the servicescape
referring to but not limited to the aesthetic appearance of the business
from the outside, the inside, and the general appearance of the employees
themselves. Service Marketing has been relatively gaining ground in the
overall spectrum of educational marketing as developed economies move
farther away from industrial importance to service oriented economies.
What is marketing? Marketing is the flow of goods and services from the
producer to consumer. It based on relationship and value. In common parlance
it is the distribution and sale of goods and services. Marketing can be
differentiated as • Marketing of products, and • Marketing of services
Marketing includes the services of all those indulged may it be then the
wholesaler retailer, Warehouse keeper, transport etc. In this modern age of
competition marketing of a product or service plays a key role. It is
estimated that almost 50% of the price paid for a commodity goes to the
marketing of the product in US. Marketing is now said to be a term which has
no particular definition as the definitions change everyday.
"Managing the evidence" refers to the act of informing customers that the
service encounter has been performed successfully. It is best done in subtle
ways like providing examples or descriptions of good and poor service that
can be used as a basis of comparison. The underlying rationale is that a
customer might not appreciate the full worth of the service if they do not
have a good benchmark for comparisons.
However, it is worth remembering that many of the concepts, as well as many
of the specific techniques, will work equally well whether they are directed
at products or services. In particular, developing a marketing strategy is
much the same for products and services, in that it involves selecting
target markets and formulating a marketing mix. Thus, Theodore Levitt
suggested that "instead of talking of 'goods' and of 'services', it is
better to talk of 'tangibles' and 'intangibles'"[2]. Levitt also went on to
suggest that marketing a physical product is often more concerned with
intangible aspects (frequently the `product service' elements of the total
package) than with its physical properties. Charles Revson made a famous
comment regarding the business of Revlon Inc.: `In the factory we make
cosmetics. In the store we sell hope.' Arguably, service industry marketing
merely approaches the problems from the opposite end of the same
spectrum[3].
From:
Wikipedia
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