StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

From Marketing Journals - Article Example

Comments (0) Cite this document
Summary
This article, "Service Positioning Through Structural Change" advocates and explains the benefits of providing a visual representation of the service processes in an effort to design and deliver a product or service more effectively and more efficiently. All goods and services are subjected to a process through their manufacturing, marketing, and delivery…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.9% of users find it useful
Article from Marketing Journals
Read TextPreview

Extract of sample "From Marketing Journals"

Download file to see previous pages The process adds to the product's final cost, convenience, and customer acceptance. A process may be streamlined to reduce costs and diminish consumer options, or the product may be customized, which adds to the total cost of the product but offers the consumer a greater number of alternatives. The article contended that the two major measurable and manageable characteristics of any process are complexity and divergence. It is the challenge of the manager to find the most effective balance of these important components of the process.
Complexity refers to the "number and intricacy of the steps required" to perform the process (35). A laboratory that performs DNA testing could be said to be more complex than checking the air pressure in a tire. Divergence is the "degree of freedom allowed or inherent in a process step or sequence" (35). Processes that require analyzation, assimilating data, and judgment are said to be highly divergent, such as a doctor performing surgery. By blueprinting a service into a schematically represented diagram, or flow chart, the degree of complexity and divergence can be readily and visually available. The complexity and divergence can then be adjusted to fit a marketing, cost, manufacturing, or consumer need.
Altering the complexity and divergence of the service process can have a significant impa...
For example, a gasoline outlet may decide to offer only 2 grades of gasoline instead of 4. This will save costs by reducing inventory requirements and overhead costs. However, the customer has been offered fewer options. Alternatively, the station may decide to carry 6 grades of gasoline and add kerosene and diesel fuel. This strategy can result in a niche market with lower volume and greater margins, as it increases the divergence and positions the station differently in the market.
Complexity also dictates the market position as well as consumer perception. A mechanic's garage may opt to reduce their complexity and limit their work to muffler and brake systems. This specialization strategy can be risky when competing with more broad based and full service alternatives (38). However, increasing complexity runs the risk of poor quality or customer confusion. Customers may be unaware that a garage that offers automobile detailing, inspections, body and paint, and mechanical work, also does quality brake work. The manager must look for the market position that will maximize the opportunities with the least risk.
In conclusion, visualizing the complexity and divergence of the service processes can help to understand the current market position and help plan for repositioning. The process that goods or services are subjected to is a raw material that can be manipulated and formed. This structured approach can reveal the characteristics that "not only affect market position, but also can be deliberately and strategically managed for positioning purposes" (42). Blueprinting and diagramming gives the manager a greater understanding and more control over the processes that affect cost, quality, deliverability, and consumer perception.
Works Cited
Shostack, G L. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Article from Marketing Journals Example | Topics and Well Written Essays - 1000 words”, n.d.)
Article from Marketing Journals Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/miscellaneous/1507687-article-from-marketing-journals
(Article from Marketing Journals Example | Topics and Well Written Essays - 1000 Words)
Article from Marketing Journals Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/miscellaneous/1507687-article-from-marketing-journals.
“Article from Marketing Journals Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/miscellaneous/1507687-article-from-marketing-journals.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Article from Marketing Journals

Marketing

...?Chapter Value Based Marketing http www.pmlive.com/pharma_news/translating_value_in_pharma_marketing_480342 As was discussed in the text, the need to create value in any product is a necessity in order to ensure that the consumer integrates with the product in a positive manner and provides a degree of promotion and longevity to whatever product or service is considered. In very much the same way, the article in question analyzes the means by which thou you based marketing can be used in pharmaceuticals to ensure that long-term ability to innovate and value is not lost. Moreover, the article indicates that the pharmaceutical firms have suffered a great deal with regards to public image in the past three years as exorbitantly high prices...
23 Pages(5750 words)Article

Marketing Strategies on Innocent Smoothies

...?n=80271-innocent-asa-antioxidant Michael on Speed Reading. (2007, April 25). Retrieved April 20, 2008, from Innocent Smoothies Help You Read Faster: http://www.michaelonspeedreading.com/2007/04/25/innocent-smoothies-help-you-read-faster/ Mitchell, V.-W., & Haggett, S. (1997). Sun-Sign Astrology in Market Segmentation: an empirical investigation. Journal of Consumer Marketing , 14(2):113 - 131. Mobile Age. (2007, September 11). Retrieved April 20, 2008, from Some Random Thoughts about Innocent Smoothies: http://mobileage.blogspot.com/ Money Week. (2006, June 30). Retrieved April 20, 2008, from My First Million: Adam Balon of Innocent: http://www.moneyweek.com/file/14824/index.php MySpace News. (2007). Retrieved April 20, 2008, from Why We...
16 Pages(4000 words)Article

Double entry journals/5 Double Entry Journal Articles

ivation of the human…it is a human experience of freedom and “endorsement of one’s actions at the highest level of reflection” (Deci & Ryan, 2012, n. p.).
The pull from self-determination – intrinsically motivating endeavors – to welfare dependency has to be the result of a societal condition. Policy changes, economic disruptions, political warfare…the conditions can be incredibly diverse.
Passivity – the act of non-action, but being acted upon – can become an incredibly overwhelming problem. If it is not the intention of the social responsible, passivity and dependency implemented against the intent of Indigenous people can create disability where it was not present before. Autonomy must somehow be reawakened to respec...
4 Pages(1000 words)Article

Wholesaling/Retailing and Direct Marketing

Multi-channel management in direct marketing retailing Traditionally, direct marketing retailers have used call centers and mail order as channels for marketing. Another channel for marketing that is commonly used is the internet. Direct marketing retailers now prefer using the internet because it has the potential to cut costs for the retailer. This does not mean, however, that direct marketing retailers have abandoned the use of call centers entirely. In this article, I look at the benefit of using various channels as opposed to using just one channel. The article also investigates the benefits that consumers associate with various channels of marketing.
This article is of interest to me because it investigates the benefits t...
2 Pages(500 words)Article

Are Domestic and International Marketing Dissimilar

..., 2010, Culture and organization: Software of the mind, New York: McGraw-Hill. IMS 2013, Think global act local, Lakeview Point, viewed 24 April 2014, . Keegan, W. J. and Green, M. C. 2013, Global Marketing, 7th Edition, Prentice Hall International, New Jersey. Robert Bartels, 2010, Are Domestic and International Marketing Dissimilar? Journal of Marketing, Vol, 32, No 3, pp. 56-61, American Marketing Association....
6 Pages(1500 words)Article

Marketing in the United States

...1. The discussion will include; The shifted market focus for marketers. Marketing is now focused on the millennial generation which now forms the largest proportion of the population. Marketers have now identified a new consumer generation. The realisation changes the long-held perception this generation is lazy and indecisive. The choice of a marketing strategy. Responses to market changes. 2. Despite the long-held perceptions that the millennial generation is indecisive, lazy and possibly inactive in the business, the marketers are now finding a new consumer generation in these individuals. The change is related to the fact that the millennial generation, which encompasses the young people in their twenties, forms the largest part...
1 Pages(250 words)Article

Social Media Marketing

... Introduction Global business environment is becoming highly competitive as several leading organisations in this world are trying to develop and implement unique strategies in business operation process in order to gain potential competitive advantages over competitors. Social media marketing strategy has been emerged as significant marketing strategy that has been adopted and implemented by several leading global organisations in order to enhance brand awareness and positive business growth rate. There are several strategies and processes that have been ensured by each and every global organisation in order to enhance a successful social media presence. This particular essay will consider the examples of organisations that are doing well...
5 Pages(1250 words)Article

Journals

... Journal Entry: A Good Man is Hard to Find The “A Good Man is Hard to Find” tells the story of a grandmother who convinces her son, Bailey, to change the planned tour to Florida and instead visit Tennessee. The Grandmother does not want to go to Florida and uses all means to win a tour to Tennessee. However, in the course of the journey the family first involved in an accident, before a group of three ruthless killers who shoot everybody to death abducts them. The Misfit, as grandmother refers to the killer, portrays the type of a man who has no respect for human life. The misfit says, “I found the crime don’t matter. You…,kill a man or take a tire off his car” (pg.9). The misfit then orders his two accomplices to take the family members...
1 Pages(250 words)Article

Principles of Marketing

Principles of Marketing Affiliation: Knowing s in terms of what they want or need even before they do it themselves is what leads to creating loyal customers, building customer relationships and maintaining them. In both articles, the most important thing in knowing a customer is maintaining their records and tracking their progress in the organization’s purchase of products and services (Davenport, Mule & Lucker, 2011). This is important as it will lead to sustainability of the organization as well as increase business as word spreads on its excellent customer services. It is also agreed that rewarding the loyal customers is not only another way to appreciate them but show that they are known and valued. The difference in these t...
1 Pages(250 words)Article

The Academy of Marketing Science

...1. International Journal of Retail & Distribution Management. The Journal is published from 1973 by the Emerald Group Publishing Limited. The publisher is one of the leaders among international publishers of academic and professional titles in the management, marketing, information services and engineering areas. Like other journals of the Emerald Group, International Journal of Retail & Distribution Management offers its readers high-quality articles from researchers and professional experts, focusing on issues of management in retailing and distribution worldwide. Articles in the Journal are notable for their topicality, objectivity and worldwide coverage of topics – “This makes it an especially valuable resource for a worldwide...
10 Pages(2500 words)Article

International Services Marketing

...International Services Marketing Contents Contents 1 The Business Service Company 2 Offshore and Outsourcing Activities of Business 3 Infosys Technologies-Creating Offshore Call Centers 4 Strategic Insights in establishing Offshore Call Centers by Infosys 5 GAP Model of Service Marketing and Infosys Technologies 6 Blueprinting of Service Models and Infosys Technologies 8 Porter’s Diamond Model and Infosys Technologies 9 Value Chain Model and Infosys Technologies 11 Service Evaluation Models and Infosys Technologies 12 Marketing Magazines 14 Opinion 15 References 17 The Business Service Company The domain of services rendered by Infosys Technologies, a business service company encompasses a wide range of options ranging from consulting...
12 Pages(3000 words)Article

Unilever's and Nestle's International Marketing Strategies

...Unilever’s and Nestlé’s International Marketing Strategies Due to the present world’s competitiveness, there is need for an effective marketing plan. Marketing strategy refers to the process that allows a business entity to focus its limited resources on the available opportunities to increase the company sales and to increase its competitiveness (Webster, 1995). Unilever is the third largest international consumer company that deals with a wide variety of consumer goods which range from beverages to foods, personal care products and to cleaning agents while Nestle is the largest health, nutrition and human wellness company in the world with a wide variety of brands and products. These two companies employ different marketing strategies...
2 Pages(500 words)Article

Nestle and Unilever Companies International Marketing Strategies

... International market is characterized by high competition rate as the number of multinational companies that has high financial capital is high. As a result, for a company to sustain its operations it must ensure that it drafts different strategies that enable it to remain competitive and segment the market. It must also ensure that it creates customer loyalty towards the product an aspect that helps the company position itself in the market (Boone& Kurtz, 2012). Unilever Company uses diversification process in order to increase market size. This strategy reduces risks and uncertainties that may face one brand an aspect that can have negative effect to the company performance. The company has therefore, involved itself with production...
2 Pages(500 words)Article
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Article on topic Article from Marketing Journals for FREE!

Contact Us