MARKETING

Marketing of services and Integrated Marketing Communications



Marketing of services and Integrated Marketing Communications

Assignment 5

Introduction to the marketing of service

To be able to understand the difference in marketing of a service from the marketing of products, it is essential to identify how a service differs from a product. Unlike a product which can be bought from the point of sale, something done for someone or something refers to a service. Unlike a product, a service is intangible as it cannot be physically possessed or touched by the customer, and is rather an experience that the customer consumes at the point of purchase, and is perishable, and cannot be owned.

Difference in the Marketing of services from the marketing of products

A number of differences exist in terms of marketing services as compared to products. Keeping in mind that a product is a tangible thing, a service emphasizes on the result, making it more difficult to market. In addition to this, guarantee is the other thing which can be done, but is difficult to give when referring to service. (Grewal, 2011).

Marketing Mix

The marketing mix is similarly applicable to services as it is on products, and is slightly different considering the different nature of services.

Product (Service)

The service being intangible is difficult to market considering the practicality and benefits of experiential marketing, although it can be designed to cater to the customer need considering marketing research and historical information.

Price

Price can be relatively difficult to determine when considering services, as unlike product which can be priced based on their quality, features and the customers they are targeting.

Placement

Like any product, services can be placed on the consumer's thresholds, depending on the intention of the provider.

Promotion

It is possible to promote a service like a product, but may be limited due to the lack of physical ownership that customers cannot have.

Ways that firms can help employees provide better service

There are a number of ways how a firm can help their employees in providing better services to the customer.

The quality of service can never exceed the service of the people who provide it.

Employees will treat customers the way the company treats them.

Knowing the customer.

On-going education.

Offer employees incentives.

Make it apart of your employee's goals.

The four service gaps identified by the Gaps Model

The four gaps as identified by the Gaps Model are

Gap 1

It is the difference that occurs between the perception of the management related to the customer's expectation, and what the customer expected.

Gap 2

It is the difference between the translations of the management's perceptions of the customer's needs, and converting it into the services offered.

Gap 3

It is the difference between the provision of actual service to the customer, and the standards of the service that are under the establishment.

Gap 4

It is the promise of the company about the quality of service in comparison to the actual service that the customer receives.

Overcoming each of the four service gaps

Overcoming Gap 1

It is essential for the management not to assume the expectation of the customer; instead, ...