The Four Service Marketing Myths - Essay Example

The four service marketing myths Early marketing concepts are discusses and what the views were for separating goods from services. Services marketing have their own divisions. Authors have made a line between services marketing and goods marketing and depict that both need various types of marketing strategies to be applied to them. Intangibility, inseparability, heterogeneity, and perishability are the elements on which the differences are made between goods and services. There is no need to break service marketing from goods marketing, rather all marketing needs to be made separated from manufacturing based model.

The bottom line that all authors are now suggesting is that services should not be kept apart from goods, the definition of goods and services are being revamped. The myths of manufacturing based perspective from the marketing based perspective are being discussed in the case considering the four characteristics; intangibility, inseparability, heterogeneity, and perishability. The focus is towards inverting their normative implications from a negative perspective towards a positive one. A more unified knowledge of exchange can be formed without separating goods from services and only focus upon the central role in exchange.

The different definitions given by the various authors in defining the goods and services separately have been discussed in the case on the basis of their tangibility and intangibility features in most cases. The end result that these definitions can be misleading because both goods and services are nested into each other and they don’t come up to be valid when dealing with the manufacturing perspective and the marketing perspective. Intangibility: The dimension is that service lack the tactile quality that is present in goods.

The dispelling of the myth can be that services produce tangible results and may also be a limiting factor in distribution. The perspective is that services are involved even when goods are bought; the inverted implication is to eliminate the element of tangibility. Heterogeneity: the dimension is that services cannot be standardized like that of goods. The dispelling of the myth is that services are standardized; the perspective for this is taken as production homogeneity is taken as heterogeneously in consumption.

The normative perspective should be customization rather than standardization. Inseparability: services are produced and consumed at a simultaneous mode, in the value element of the product, consumers are always involved, and the element of separability limits marketability. The goal in marketing should be towards maximizing customer value. Perishability: services cannot be produced before time, benefits of services are long term, value of service is gained at the time of consuming the good, the goal should be to reduce inventory and maximize service flow.

The strategy of differentiation should be abandoned and instead the strategy of understanding the relation between goods and services should be worked upon with high concentration. This way the normative strategies can be implemented rather than the differentiation strategies. Marketing concepts need to be rethought and its concepts should be reformulated so that a combined and mutual definition can be formed when defining marketing of goods and services and the focus should be on manufacturing and marketing rather than goods and services.

Goods and services marketing is an important part of the economic sciences, and marketing models were first developed by neo-classical economists. Economic exchange is what keeps an economy running successfully, therefore the marketing activities play an important role and authors are working upon these concepts with high interest. The main interest for making the tasks normative is that goods production should be made more service-like instead of focusing on service production to be more like goods.

There should be no difference in goods and services as they are interrelated and cannot be dealt separability regardless of the myths discussed above about them.