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.

From Marketing Journals - Article Example

Comments (0)
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 paper
GRAB THE BEST PAPER

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
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
International Services Marketing: Marketing Journal Article
vice company encompasses a wide range of options ranging from consulting, outsourcing of business processes, providing needed solutions to industry and information technology related queries, and other allied products and services to customers located worldwide.
12 Pages(3000 words)Article
Service Marketing Article
For this to work effectively there is the need to evaluate both the internal and external organization as well as how this relates to the overall success within a business. An example of the links between the internal and external environment can be analyzed through the Marriott Hotels, a hospitality based hotel for travelers.
10 Pages(2500 words)Article
Journals
Sufis practicing sufi devotion often congregate around a holy place often referred to as zawiyahs or tekke with a spiritual master leading in the devotion. However, since there are different Islamic orientations, sufi devotion takes different orders depending on the Islamic orientation.
5 Pages(1250 words)Essay
Internet Marketing Article
Now we have three additionally Ps added to the list. For whichever reason the customer is using internet to buy products whether it's to save time or the money. There are little bit different strategies used for attracting or retaining customers. First Product; as we walk into a store to buy a mobile we assess it.
2 Pages(500 words)Article
Service Marketing Article
Many changes have been occurred in the field of retailing and hence marketing functions too have been experiencing dramatic changes across the world by virtue of the unrelenting wave of globalization sweeping across the world. Real estate, franchising and retailing businesses are the most affected ones.
12 Pages(3000 words)Article
Marketing Article
So far, the function of finance in marketing has been seen as a sphere of activities that is concerned basically with the garnering of funds to carry out promotional and other marketing based activities. In a revolutionary article titled Market-based assets and shareholder value: A framework for analysis, writers Rajendra K Srivastava, Tasadduq A Shervani, and Liam Fahey have demonstrated the role of finance in a different perspective.
6 Pages(1500 words)Article
Internet Marketing College Article
For doing this, you are required to market your website well. Due to the existence of millions and millions of websites, the competition has also grown rapidly. In order to compete yourself with the other businesses you need to get into rapid advertising of your website failing which there is a strong chance of losing in your business.
7 Pages(1750 words)Article
Marketing Article
6, p.522-530 2) The article focuses on the importance of marketing mix for the development of the travel industry in Indonesia. Therefore, the involvement of the marketing mix in the country’s travel industry is examined but specifically in regard to travel agents.
1 Pages(250 words)Article
Article - Marketing Campaigns
In the magazine article, some of the marketing strategies mentioned are innovative, applicable by all businesses and highly resourceful. However, others may not be appealing to all
1 Pages(250 words)Article
Article for publication about marketing
Over the years, marketing tools such as television advertisements, mails, personal selling among others has been used to advertise businesses. The prevailing technology changes have
10 Pages(2500 words)Article
Let us find you another Article on topic Article from Marketing Journals for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us