services marketing Essay -- essays research papers

Services Marketing A service is the action of doing something for someone or something. It is largely intangible (i.e. non material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be have since is quickly perishes. A person could go to a caf one day and have excellent service, and then return the next day and have a poor experience. So often marketers talk about the nature of a service asInseparable - from the point where it is consumed, and from the provider of the service. For example, you cannot take a bonk theatre performance home to consume it ( a DVD of the same performance would be a product, not a service)Intangible - and cannot have a real, physical presence as does a product. For example, motor insurance may have a certificate, but the financial service itself cannot be touched i.e. it is intangible. spoilable - in that at once it has occurred it cannot be repeated in exactly the same way. For example, once a 100 metres Olympic final has been run, there will be not other for 4 more years, and even then it will be staged in a variant place with many different finalists.Variability - since the human involvement of service provision means that no two service will be completely identical. For example, returning to the same garage time and time again for a service on your car might see different levels of customer satisfaction, or speediness of work. Right of ownership - is not taken to the service, since you merely experience it. For example, an engineer may service your air-conditioning, but you do not own the service, the engineer or his equipment. You cannot sell it on once it has been consumed, and do not take ownership of it.Western economies have seen deterioration in their traditional manufacturing industries, and a growth in their service economies. Therefore the trade mix has seen an extension and adaptation into the extended marketing mix for services, also known as the 7Ps physical evidence, process and people.Physical evidence is the material realm of a service. Strictly speaking there atomic number 18 no physical attributes to a service, so a consumer tends to rely on material cues. There are many examples of physical evidence, including some of the following Packaging  ... ... ServiceMany products, services and experiences are supported by customer services teams. Customer services provided expertise (e.g. on the selection of financial services), technical support(e.g. crack advice on IT and software) and coordinate the customer interface (e.g. controlling service engineers, or communicating with a salesman). The disposition and attitude of such(prenominal) people is vitally important to a company. The way in which a complaint is handled can mean the difference amid retaining or losing a customer, or improving or ruining a companys reputation. Today, customer service can be fa ce-to-face, over the telephone or development the Internet. People tend to buy from people that they like, and so effective customer service is vital. Customer services can add value by offering customers technical support and expertise and advice.Services Characteristics - the features of services that distinguish them from tangible products these are intangibility, variability, inseparability and perishability. See Inseparability Intangibility Perishability Variability.Services Marketing - the marketing of intangible products, such as hairdressing, cleaning, insurance and travel.