MARKETING & SERVICES

Marketing & Services



Marketing and services

Introduction

Marketing and economics tends to be related to each other as marketing tends to extract its roots from the economics. The fact needs to be kept in mind that economics and marketing both are driven by the notions of the exchange. Thus, the exchange often tends to involve the tangible resources, value or transactions. This phenomenon is rendered as dominant logic, however, on the grounds of the marketing the term tends to be identified as service logic (Anderson, Narus, & Rossum, 2006, p. 33). However, marketing over the last decade has inculcated the notions of service logic in order to strengthen the relationship with the consumers. Hence making the relationship between the consumers and the brand more coherent. In the context of the paper we intend to shed light on how Nokia has inculcated the approach relating to service logic. It would be done through various perspectives in order to develop an effective, efficient and practical knowledge of the subject.

Discussion

This section tends to identify the pillars of the service logic which has helped Nokia to achieve the position it has achieved. Moreover, this section would also throw light on how value is defined in the context of the Nokia.

Supply chain is also identified as a major force at Nokia in order to create a value, not only for the company but also for the consumers. The management of Nokia tends to interpret supply chain management as an approach that involves assembling a team of upstream (suppliers) and downstream (distributors and end users) partners with a common goal of satisfying a particular customer value or set of values. This outlook recognizes the interdependency of team members and attempts to foster a cooperative effort that will ultimately give the team a competitive advantage in the market place (Johnson & Anderson, 2000). SCM differs from earlier management philosophies in that it necessarily involves establishing sufficiently trustful relationships with the members of the chain to warrant involving them in strategic decisions. Companies may be involved in multiple supply chains and function in different roles (e.g., partner, supplier, or customer) at any given time.

In Nokia value is defined in multiple perspectives and this section tends to deal with those multi-faceted factors. Fore mostly, value is defined in the form of customer value, as customer value is deciphered as customer satisfaction and customer relationship management to create the interaction, it is the value from the seller to purchase and use of products or services, or both combined, customer interests. Plus Nokia also tends to attach great importance to the whole notion of brand loyalty and treats it as a value not only for the company itself but also for the consumers. It is defined by the experts such as consumer's commitment to repurchase or otherwise continue to use the brand, an individual can repeat the products or services, or purchase other positive behaviour, such as the mouth of word ...