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Services Marketing - Essay Example

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In the present era, services account for a lion's share in GDP of any country. Marketing has evolved from being just a product marketing to the value added services marketing that has changed the way all businesses were carried out before.
Services are intangible, that is, they can not be touched, sighted or felt…
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Services Marketing Essay
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Services Marketing

Download file to see previous pages... Inseparability of a service means that the production of service can not be separated from its consumption; thus, customer is a party to the production of the service. Hence, one can not provide banking services to a customer who is not present (either physically or through other means). A waiter can not serve to a customer if there is no customer present in the restaurant. This is what inseparability of the service means; that the service is generated and consumed at the same time. This makes the quality control process even more difficult and hence efforts are made to overcome the inseparability aspect of the service by separating production and consumption of services.
This is another important characteristic of services and refers to the change in service quality and effectiveness each time the service is produced and consumed. For instance, the same waiter serving two different customers, or even same customer two different times, may provide different quality of services. Sometimes, it is essential to adapt to the specific needs of the customer while providing services like dentists who spend more time with children than adults, assuring and reassuring them that the treatment will not hurt. At other times, a quality control system may be put in place to eliminate the inconsistencies in services, for example, in call centers where all operators are taught to communicate similarly with customers.
A drawback of service is that it is difficult to store it and reuse when required. Since services are generated and consumed at the same time usually, these are perished hence minimising idle time is critical to provide quality services.
Ownership of Services
Since services are provided at the time buyers and sellers come into contact, these can not be owned by anyone. They are 'used up' in the process of providing services.
Marketing Mix for Services
The marketing mix for services marketing consists of 3 more Ps in addition to the traditional 4 Ps. That is, in addition to the product, price, place and promotion, the marketing mix must take care of people, processes, and physical evidence that the service is provided. In real world though, goods and services co-exist in a product and may be ...Download file to see next pagesRead More
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