SERVICES MARKETING ASSIGNMENT

Services Marketing Assignment



Services Marketing Assignment

Executive Summary

This report explores the concept of services marketing and identifies a basic definition of it. It relates the theory of the services marketing and analyzes the service marketing strategies of Domino's Pizza delivery service; the focus is on the current product and service. The Domino's marketing position and their current target market, the details of their products and service are also explained. In addition, the process of how the service are provided. The 7P analysis method explains the current service's condition. The marketing mix for the Domino's pizza new product strategies and consideration for the target market is also discussed.

Table of Contents

Service Marketing3

Service4

Company Introduction7

1. The Service And Products Details8

a. The Segment Of Domino's Pizza8

b. Distribution Structure9

2. The Opportunity And Gap9

3. The Service Description10

4. Core Services10

5. Supplementary Service12

a. Internet:12

b. Telephone:12

6. 7P Analysis Method12

i. Product/service description12

a. Target market description13

b. Point of difference13

c. Positioning strategy14

ii. Price strategy14

iii. Place strategy14

iv. Promotion strategy15

v. People strategy15

vi. Physical Evidence strategy16

vii. Processes16

7. The Revised Service Delivery Process16

a. Delivery process:17

i. Ordering from phone callings17

ii. Ordering form online18

b. Categorizing Domino's delivery service processes18

8. Conclusion19

References20

Service Marketing

Marketing was initially developed from the products, which explains the observed delay in its application in the service sector in both Europe and the United States. A reversal of trend observed in recent years whether services to the public or services to businesses and local communities (Fisk, 2004). After presenting the main features applied to marketing services, some sectors will be developed: local services, financial services, services related to transport and tourism (Zeithaml and Bitner, 1996).

Services marketing is marketing based on relationships and values. It can be used to market a product or service. Marketing services company database is different from product marketing business (Levitt, 1981). There are several important differences, including:

1. The buyer acquires an intangible asset 2. Maintenance can be based on the reputation of one person 3. It is more difficult to compare the quality of similar services 4. The buyer cannot return the service

When you sell a service company, we must bear in mind that reputation, price, delivery and monitoring are key to business success.

"Managing the evidence" refers to the act of informing customers that the service had been successfully met previously. This is best done in subtle ways, like providing examples or descriptions of good and bad service that can be used as a reference (Treasury, 1991). The main reason is that the client cannot estimate the total cost of the service if it is a good benchmark for comparison (Kotler, 2005).

Service

Services are different from products. In fact, many organizations have elements of service for their products, for example, McDonald's sells hamburgers physical products, but consumers are also concerned about the quality and speed of service, personally happy and warm and served with a smile on the face (Bunker, 2008). There are five characteristics of services that are:

Lack of ownership

You cannot keep and store services, such as a product. Services are used or leased for a certain period of ...