MARKETING MANAGEMENT

Marketing Management

Marketing Management

Question-1

The service is the subject of marketing, i.e. the company sells the service as the core of its offering to customers. Similar definition states that a service is any act or function that a party can give to another, which is essentially intangible and does not result in any exchange of property. Its production may or may not be linked to a physical product. However, a universally acceptable definition of the services until has not been achieved. From a marketing point of view, both goods and services provide benefits or satisfactions; both goods and services are products. The narrow view of a product says it is a set of attributes, tangible and intangible, physical and chemical, meeting in a special way. The broad vision, the vision of marketing, says it is a set of attributes, tangible and intangible, that the buyer can agree to meet their needs and desires. Thus, in the broadest sense, every product is intangible, because everyone sells intangibles in the market, regardless of what occurs in the factory (Bagozzi, 1975, pp. 32-39). In the next section, we will critically analyse the role of 'people' in Ritz-Carlton's success through the use of services marketing theories/research findings.

Ritz-Carlton's success is based on a simple philosophy: to take care of customer, you must first take care of those who take care of customers. Satisfied employees deliver high service value, which then creates satisfied customers. Satisfied customers in turn create sales and profits for the company.

Similarly, the theories of service marketing implies that the relationship between the company and its employees are based on the same type as the relations of the company and its customers: the company offers a "product" - a specific job that involves certain responsibilities and rights, and employee gets this product paying for it with his employment .

Internal marketing has always been important for service brands. The concept of internal marketing is simple; make your employees love your brand and your mission to the point they will have no trouble convincing the customers (Arndt, 2000, pp. 69-75).

This element of service marketing implies that it is necessary to properly allocates staff within the company's organizational structure including consideration of the location and convenience divisions. Service marketing aims for creation of motivational and organizational conditions, which would actively contribute to the creation of the functional quality of service (Anderson & Narus, 1999, pp. 65-81).

The policy of "internal service quality": In this approach, an improvement in the internal service quality of work environment, reward system, training improves employee satisfaction, leads to greater loyalty and productivity. Customers are sensitive to these changes; personnel need to be more stable and more effective and could turn to behave more pro-business with an increase in purchases, and loyalty. This encourages them to be honest, as external marketing, with similar tools, can produce an active approach in the field of quality staff.

The development of internal awareness of the products or brands, expertise and appreciation of the company's products by the ...