Services Marketing Environment - Essay Example

Running Head: SERVICES MARKETING ENVIRONMENT Services Marketing Environment of Services Marketing Environment Computer workshops Log 1 : Type Of Sampling Method Is Used In This Survey and The Research Design: After gathering the existing information (Literature Review) the research has the purpose to offer a concise description of the research design and methodology. The author is being used both qualitative and quantitative research for more complete image of the research situation. The methods that are going to be used for the purpose of this research are questionnaires with close questions for the consumers of the daily purchase and interviews with open questions to the two HR managers of the companies. 1.3.3 Analysis: After the research is being completed, with the help of some electronic methods like 'spss' and 'record' they will give the analysis of the questionnaires and also the interviews. The data will be presented in table charts. 1.3.4 Conclusion: Based on previous analysis and with the combination of the literature review the conclusion will be throwing. In the final section the author is going to compare the research questions he had at the beginning of the research with the final results. Moreover he will give some recommendations from the results and the analysis, which will help the hotels to be improved. List 5 recommendations for Park Management The purpose of this chapter is to provide a summary as well as an interpretation from research findings of the secondary data, by books, journal articles, reports, electronic databases and websites in order to drown the literature. In addition, an in-depth analysis of the roles and purpose of the HR in organizations in general will be included, how HR assists in the organization and how HR helps the organization strategy. Moreover, the research is concentrated on the HRM in companies. Finally, some information about the HRM in hotels will be given. This chapter is very helpful in increasing the knowledge relative to the studying area since the results and the findings of the primary data will be related with the literature review. Therefore, the knowledge from literature review is going to provide a more professional research that will focus on the purpose of this research. Also, the purpose of this is to offer an overview of significant information published on the topic in order to narrow down the research questions to a specific, suitable form. Log 2 : Topic- Consumer buyer behaviour 'The study of consumer behaviour is at this time seen as a 'behavioural or social science.' There are many that would challenge that this is a misnomer although it is not strictly a 'science', in it purest form when compared with the 'Natural' and 'Mathematical sciences'. Watson states, "Behavioural Science is a purely objective experimental branch of Natural Science." To understand the real reasons people purchase one brand over the other, it is necessary to understand their underlying needs and concerns. In the past the theory of consumer behaviour has come from psychology; however, with further study sociology, anthropology and economics also contribute. Social Influences/Class: 'Social class membership serves consumers as a border of reference for the growth of attitude and behaviour.' The hierarchical aspect of social class is significant to marketers. Consumers purchase products based on, either their own or a senior class, or their wanting to have an improved role and status in life (Andreassen, Paul B. 2002, 371-389). Interest have to be paid to social class, as it is a natural form of segmentation, which determines buyer behaviour. Due to this, Geodemographic clusters were developed to locate concentrates of consumers with particular characteristics. Many companies design products or services for specific social classes. Consumers from the lower classes may only dream of owning a BMW or Jewellery from Harry Winston, therefore marketers would not target them (Arkes, Hal R., 2003, 93-110). Groups: "The family unit can be considered to be the most important 'buying' organisation in society." According to Schiffman and Kanuk there are eight roles in the Family Decision Making Process. Marketers frequently target parents, who are usually the influencers, in the task of socialisation. 'Like Granny used to make,' is a popular tagline for Pillsbury Cookies. As it is the perception that Granny knows best, therefore, using granny, is the influencer for consumers believing that Pillsbury Cookies are the 'best' (Belsky, Gary 2005, 76-85). For the newly employed persons going to work in a business environment, clothing and behaviour are influenced by persons from the work environment. They become the acceptable reference group for mode of dress. Individual Buyer Behaviour The planning of marketing strategies must incorporate personal factors as they influence greatly the decision making process that the consumers use. i.e. a person's economic situation will greatly affect product choice. Log 3. TV Media advertisements A) Price Because of the nature of the purchase, it is important that the brand named (i.e. Pepsi) should be on the tip of the tongue of the consumer and whenever he has an urge to purchase the product, the demands Pepsi by name and the brand name be the first one he asks for. The easiest way to achieve this would be to advertise the brand extensively. Though this mode is expensive, it is certainly one of the most effective way to reach a large number of consumers. B) Age/Life Cycle Another problem generated from this issue is that people, especially they who come from middle class society, will have a higher standard of expectations on their livings and thus try very hard to catch up to be like the rich ones. In general, as a result of their reliance on TV standardized view about a fulfilled life, people will never satisfied with what they have already had. According to Ms. Schor in the article 'Keeping Up with the Gateses', "People from really opulent families use TV as a reality check, but for the vast majority of Americans, TV upscales their perceptions." (Bernheim, 1996) Here we can see a connection where people, both who come from upper and middle class societies, are strongly dragged and manipulated by the pervasive advertisements and TV media (Black, Pam 2004, 138-139). C) Lifestyle of the consumer Commercial world has been growing rapidly in the 21st century. Every business is desperately finding its way to survive and even more to make an optimal profit for its own priority by creatively offering and marketing its products through advertisements. This condition can potentially drive and attract customers to consume goods or services from that particular business firm (Bogle, John C. 2001). D) Opinion Leaders/Well known Personalities At this point, Ms. Schor also try to highlight that in reality, TV is a 'bridge' for lower class people to have indirect contacts with wealthier groups of people whose lives are far more glamorous; people from lower class society can use those riches as a comparison to their current condition and as a mirror to reflect what they should improve. In addition, it is also stated that 85 % of American middle class people aspire to be rich (Carhart, Mark 2002, 57-82). E) Service benefits being offered Looking at this statistic, no wonder if there are a large number of American people spending more time at work in order to obtain more income. In the other part of this article, Mr. Frank mentions, "If you read about someone high in the ladder buying a $50,000 wristwatch, then you don't feel like such a spendthrift if you but $ 1,000 watch"(p.102). This statement simply support the idea that consumerism do motivate middle class people to keep up with the well-off ones. In fact, it is common to find out that people will buy more even the price of the products has increased because they wish to imitate the rich people and therefore give an extra effort to act like ones (Cox, Donald F. 2002, 413-421). F) Evidence of the services marketing mix (Physical evidence, process, people ) Another issue that eventually would arise and become significantly important in consumerism is whether we as consumers actually need the products that we purchase or not. Often times we buy things not because they are necessary but because we just merely want them. We desperately are trying hard to fit into a certain trend or to create a particular self-image. In the present day, when we mention about trends and self-image, we also have to reconsider advertising industries' crucial roles in it (Folkes, 2001, 281-315). G) Brand image being communicated The position that a brand occupies in the mind of the customer is the sum of perceptions bout that product or service. Every company product or service has a position and image in the mind of the customer and this influences the purchase decision. So, its very important to position the product in effective manners. Log 5 Briefly describe (discuss) What causes a person to purchase a product again and again Consumer behaviour varies from one individual to another and understanding consumers require sophistication, of both theories applied and methods used. It is shown that understanding consumer behaviour is a vital aspect of marketing. Marketers require comprehending the role of participation and habit, information dispensation and the idea of life values in consumer behaviour as well as educational determinants. The behavioural sciences such as sociology and psychology are supreme in achieving this objective. Consumers' demand for a thrilling variety of new products puts continual strain on companies to continually try and appreciate consumer behaviour. Marketing products thus turn out to be pointless if the marketers are ignorant of the consumers' wants and requirements. Without the information of the varying areas of behavioural sciences it would be hard for marketers to recognize the characteristics of their consumers and they would be unable to attain utmost sales and product possible (Kirmani, Amna and Peter Wright 2003, 344-353). Log 6 MOTIVATION If you ask any person who is winning in whatever he or she is doing what motivates him/her, and extremely probable the answer will be "goals". Goal setting is very important to motivation and achievement. Consequently what motivate you Why are you in college If you are in college since that's what your parent's desire, you may find it hard to motivate yourself. Sure, it's likely to thrive by someone else as long as the motivation for you. ("If you graduate commencing college, I'll give you a car!" or inferior "If you don't graduate from college, you won't get a car.") But motivation that comes from inside actually makes the dissimilarity. Support: Certainly, you require some intelligence, information base, learning skills, and time organization skills, but if you don't have support, you won't get far. Think concerning this similarity. You have a car by means of a filled tank of gas, a well-tuned engine, and good set of tires, quadraphonic CD system, and a sleek, polished external. This car has hard to believe potential. (Have you heard that before) though, until a driver sits behind the wheel, puts the key in the explosion, and cranks it up, the car doesn't function. You deduction it; the key is support. Organising Your Studies: Several times I type of chuckle at all this objective setting stuff for studies. People ask, "What are your objectives for study" and it seems like whoever can list the mostly objectives wins. Each one they are doing is telling all the things they wish but they may not at all get there. What people in fact need to ask is, "What will you do to make sure you arrive at your objectives" Having these objectives will assist inspire you to do something We do this all the time. Though, sit down and write it out. By writing it you will get a improved idea of where you actually want to go. Think concerning how you would like to be. Imagine yourself at the end of the district or the conclusion of the year or maybe in five years. What do you see How do people see you What are you doing Are you winning Reflecting On The Unit As A Management Subject: Goals are "wants". So are thoughts, but objective are additional exact. Look back at your dreams. Start a list of exact things you want. Be actually clear what you mean. If you desire to be rich, tell how much money you require to be rich. If you desire high-quality grades, tell what you mean by "high-quality" grades. In fact, the additional exact the goal is, the easier it will be to get it. Now there are a number of rules for setting objective, and here they are. Reference Andreassen, Paul B. (2002), "Explaining the Price-Volume Relationship: The Difference Between Price Changes and Changing Prices," Organizational Behavior and Human Decision Processes, 41: 371-389. Arkes, Hal R., Robyn M. Dawes, and Caryn Christensen (2003), "Factors Influencing the Use of a Decision Rule in a Probabilistic Task," Organizational Behavior and Human Decision Processes, 37: 93-110. Belsky, Gary (2005), "Why Smart People Make Major Money Mistakes," Money, (July): 76-85. Bernheim, B. Douglas and Daniel M. Garett (1996), "The Determinants and Consequences of Financial Education in the Workplace: Evidence from a Survey of Households," Stanford Working Paper #96-007. Black, Pam (2004), "Index Funds: A Safer Seat for the Long-Distance Rider," Business Week, (25, April), 138-139. Bogle, John C. (2001), "Six Things to Remember About Indexing, and One Not to Forget," Speech Presented at the 2001 AIMR Annual Conference in Atlanta, Georgia (8, May). Carhart, Mark (2002), "On Persistence in Mutual Fund Performance," Journal of Finance, 52 (March) 1: 57-82. Cox, Donald F. (2002), "The Measurement of Information Value: A Study in Consumer Decision-Making," in Emerging Concepts in Marketing, W. S. Decker (ed.), Chicago: American Marketing Association: 413-421. Folkes, Valerie S. and Tina Kiesler (2001), "Social Cognition: Consumers' Inferences About the Self and Others," in Handbook of Consumer Behavior, Thomas S. Robertson and Harold H. Kassarjian (eds.), Englewood Cliffs, NJ: Prentice-Hall, Inc.: 281-315. Kirmani, Amna and Peter Wright (2003), "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, 16 (December): 344-353. Lichtenstein, Donald R., Nancy M. Ridgway, and Richard G. Netemeyer (2003), "Price Perceptions and Consumer Shopping Behavior: A Field Study," Journal of Marketing Research, 30 (May): 234-245. Madsen, Jakob Brochner (2004), "Test of Rationality Versus an "Over Optimist" Bias," Journal of Economic Psychology, (15), 4: 587-599. Malkiel, Burton G. (2005), "Returns from Investing in Equity Mutual Funds 1971 to 1991," Journal of Finance, (June): 549-572. Philip, Christine (2005), "Employees Getting More," Pensions & Investments, (23, January): 74. Read More