Marketing services

Extract

[...] We noticed that the appreciation of the service is more difficult than for manufacturing products. The buying decision will be realize grace to a material support which comes with the service. For example, motor insurance may have a certificate, but the financial service itself cannot be touched it is intangible. ← Perishable Despite the fact that services could not be packing, stocking or carrying, they are perishable. We will take the example of a train ticket or a night in a hotel; if they are not sold they could not be re use. [...]

[...] We could take the example of soap. Strategic goals of marketing of services for a firm a. Marketing of services inside the firm One important thing in marketing of services is communication as services is not something tangible. The communication of the services passes by the assertion of the brand which is often the name of the company and by a specific speech: explanation of the service, the commitments on the services, the "customers" speech and the testimonies, talk “corporate “which advances the company. [...]

[...] 3 What is a service? A service is not material; it's an action of doing something for someone or something. Whereas a product is tangible or material seeing that you can touch it. A service is consumed where it is purchased, and cannot be owned since it quickly perishes. It could be defined as a provision of service, which is subject to an exchange but it does not involves a transfer of propriety. It could also be the main offer of the firm (firm which are specialized in training or advices), but the service could also come with a physical product like the delivery or the after sales service. [...]

[...] In fact, when the product is delivered, the service required an active participation of the customer which will influence the quality that the customer will receive from the service. We will take the example of a trip in a holiday camp. This trip will be appreciated differently from expectations of customers. “How a service could have a constant quality? » We only can measure the satisfaction of the customer once the service is consumed What are the different category of product and service? In a firm, we could find an offer of services which could be more or less important. [...]

[...] Other authors underlined that an organizational climate directed to customers and a good internal management of the human resources influence positively the satisfaction at work of employees and their motivation to serve the customers, who influence in turn the satisfaction of the customers. Logic of a quality policy: Conclusion: In marketing of services there are 2 important points to be noted: 1. Need of customers in a service situation: a. Need of security b. Need of respect c. Need of justice 2. [...]