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Marketing of Service - Research Paper Example

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The purpose of this research "Marketing of Service" is to analyze the promoting aspects in the field of service  Marketing management tasks in services sector tend to differ from those in the manufacturing sector in several important respects that shall be discussed in this paper. …
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Download file to see previous pages In developed countries, knowledge-based services – defined as those that are intensive uses of high technology and/or have relatively highly skilled workforces are providing the most dynamic components (Peneder, Kaniovsky, and Dachs, 2003, 47-66).
What is service: A service is an actor performance offered by one party to another. Although the process may be tied to a physical product, the performance is transitory, often intangible in nature, and does not normally result in ownership of any of the factors of production. More amusingly once Gummesson (1987) said, “Services have also been described as something that can be bought and sold but which cannot be dropped on your foot” (19-22).
Therefore, it has been very clear that in the case of goods, the benefits come from ownership of physical objects or devices, whereas in services the benefits are created by actions or performances (Bery, 1980). The dynamic environment of services today places a premium on effective marketing. Christian Gronsoos (2001) argues that service-marketing function is much broader than the activities and output of the traditional marketing department, requiring close cooperation between marketers and those managers responsible for operations and human resources (Gronsoos, 2001, 26-27).
The difference of service marketing: Marketing management tasks in services sector tend to differ from those in the manufacturing sector in several important respects. In the area of services, marketing employees must be customer service oriented in addition to being concerned about efficiency. The service product must be tailored to customer needs, price, realistically distributed through convenient channels and actively promoted to customers. The basic marketing concepts and practices that have been developed for manufacturing companies cannot be directly transferable or applicable to service organizations.  ...Download file to see next pagesRead More
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