Services Marketing - Internal marketing - Essay Example

Comments (0) Cite this document
Summary
The marketing mix has its origin in the marketing of goods for consumer markets and consists of the well known 4P's: Price, Promotion, Place, and Product. The marketing mix approach has been criticized for being incomplete, because it does not bear in mind customer-needs and it industrial marketing (Bitner, 1995, Gronroos, 1990a; Gummesson, 1997)…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER96.6% of users find it useful
Services Marketing - Internal marketing
Read TextPreview

Extract of sample "Services Marketing - Internal marketing"

Download file to see previous pages It has definite advantages over the traditional way of transacting business (Amit & Zott, 2000). It eliminates paper and paper work through market automation, online transactions and payments. The governments too use the e-platform to offers service to the public
Another commonly used definition of service is proposed by Kotler (1991). "Any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Provision of services and information through the internet is the primary objective of the government in most developed countries (Buckley, 2003). The private sector is much ahead in offering web based services and the motivation and outcome in web based public and private sectors provision of services differ. In the public sector the motivation and the objectives in offering e-services are numerous which makes it difficult to measure the service quality. The motivation and objectives in the private sector centre on profits and hence easily measurable. Two web based service offerings - one each from the public and private sector would be assessed in line with current service marketing models. The report first of all examines the public and private services characteristics inline with service characteristics model.
The government and the public sector hav...
The motivation and objectives in the private sector centre on profits and hence easily measurable. Two web based service offerings - one each from the public and private sector would be assessed in line with current service marketing models. The report first of all examines the public and private services characteristics inline with service characteristics model.
The government and the public sector have committed themselves to service quality and customer orientation (Buckley, 2003). The service quality in the health care sector too has received importance. In public health services the tension between orientations towards care provision and customer satisfaction is believed to be insurmountable. The internet has provided the opportunity to overcome the difficulties in service delivery. In order to augment its service, the UK National Health Service (NHS) started offering 24-hour help and advice service conducted by nurses. This was initially offered over the telephone through NHS Direct. With the advent of technology they soon introduced NHS Direct Online in 1999
Although service industries are themselves quite heterogeneous, there are some service characteristics upon which it is useful to generalize. The characteristics discussed in this right up are:
Intangibility
Inseparability
Heterogeneity
Perishability
1.1Intangibility
Service are not tangible, as stated by Berry: " A good is an object, a device, a thing; a service is a deed, a performance, an effort" (Berry, 1984). When a service is purchased, there is generally nothing tangible to show for it. This is evidence in both private and public services hooked over the web. As argued by Berry, "Services are consumed but not possessed" ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Services Marketing - Internal marketing Essay Example | Topics and Well Written Essays - 2500 words”, n.d.)
Services Marketing - Internal marketing Essay Example | Topics and Well Written Essays - 2500 words. Retrieved from https://studentshare.org/miscellaneous/1511439-services-marketing-internal-marketing
(Services Marketing - Internal Marketing Essay Example | Topics and Well Written Essays - 2500 Words)
Services Marketing - Internal Marketing Essay Example | Topics and Well Written Essays - 2500 Words. https://studentshare.org/miscellaneous/1511439-services-marketing-internal-marketing.
“Services Marketing - Internal Marketing Essay Example | Topics and Well Written Essays - 2500 Words”, n.d. https://studentshare.org/miscellaneous/1511439-services-marketing-internal-marketing.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Services Marketing - Internal marketing

Services marketing

.... Internal marketing techniques are also followed such as awarding bonuses for successful marketing efforts. According to some of the famous proponents Schultz M., Doerr J. & Doerr, J. E. (2009, p. 332), providing meaningful and fruitful insights to the customers about the service that you are willing to provide will bring a positive response. Marketing when done in the right way will create trust effect between the customer and service provider. Learning new technology and keeping oneself updated with all the current news regarding the technical aspects of service marketing will prove to be of great...
11 Pages(2750 words)Essay

Services Marketing

...and others that takes place in Esquire’s coffee houses to create awareness. The human resources should be able to recruit and train the people to fit them in the operations and marketing areas. Services marketing environment PESTEL Analysis Political: The political condition of New Zealand is at par with the international service market. The political conditions are favorable towards franchising and it is one of the highly accepted strategies by the organization and the governments. Economic: The number of Kiwis purchasing fair-trade product have increased by 30% as compared to $45.5miilion spent last year. This tends to benefits the...
4 Pages(1000 words)Assignment

Services Marketing

...in market because it is unable to reduce its cost. Opportunities and Threats: The UK airline market has greater opportunities as more number of people is now using airline services for transport services. During the global recession of 2007-2008, the airline industry experienced a drastic decline. However, the International Air Transport Association (IATA) has predicted that with the recovery of economy, the aviation industry is expected to receive $2.5bn earnings. The IATA also expects that in coming years the demand for airline services will grow by 7% (Milmo and Connolly, 2010). The increasing demand of this industry raises the...
6 Pages(1500 words)Essay

Services Marketing

...bus services registered within UK. Stagecoach comprises of one of the largest bus operators in UK. It runs about 8100 buses and employs around 35000 staff. It is also engaged in providing rail and tram services in UK. Size The daily travel density across the country is about 2 million people. Major competitors for the concern include Cowie, FirstBus, Arriva, West Midlands Travel, National Express, First and GoAhead. Other competitors include international bus service agencies and independent operators (Arriva. 2013). Competitive Structure Since 1985, the bus industry has seen a growth that is remarkable. Presently, 4 of the major bus operators, namely, Cowie, FirstBus,...
14 Pages(3500 words)Essay

Services Marketing

.... The position must set a company apart from its competitors and a company cannot be all things to all people; it must focus its efforts. As researchers Kevin Keller, Brain Sternthal and Alice Tybout (Sept 2002, 84) note, " Positioning needs to keep competitors out, not draw them in." So Positioning plays pivotal role in marketing strategy. Because of the intangible nature of the hotel services an explicit positioning strategy is valuable in helping perspective customers to get a mental fix on a product that would otherwise be rather amorphous. A suitable market positioning strategy consists of market analysis (size, composition, location, trends),...
12 Pages(3000 words)Essay

Internal Marketing

...INTERNAL MARKETING Internal marketing (IM) is a special kind of process, which is termed as an ongoing process, which only occurs strictly within an organization and within a company where all the different kind of functional process aligns and are switched and committed to a particular task. Along with this, it also empowers and motivates each and every single employee at all the different stages and kinds of management levels in order to deliver consistently a super kind of customer experience and service, which fully satisfy all the different employees. (Tathman, 1978, no page) Some important concepts of internal marketing are: Functioning of IM as an up skilling process. Alignment of all the purposes of each organization along... and...
12 Pages(3000 words)Essay

Services Marketing

.... In 2000/2001 the mobile services industry was one of the fastest growing industries in Western Europe, which witnessed hundreds of alliances, mergers, acquisitions and joint ventures. In 2001 Vodafone ranked first in market value amongst British companies. Companies are affected by macro and micro factors at every stage of the product life cycle. It had always been a first-mover taking advantage of the consumer demands but by 2002, Vodafone’s shares started declining. It had already made huge investments in the 3G technology and the returns were not as expected. Global wireless markets became saturated due to slowing down of demand and increased competition. The company drew a lot of...
12 Pages(3000 words)Essay

SERVICES MARKETING

...levels including the proper training of people on serving the items to their over 400 stores. 3. What rational and emotional attributes does one look for in a fast-food restaurant? Mr. Caktiong believes that there should be attractions to the fast food business aside from food. Food is basic, he said, but the value added to this is what matters in their business. He is very critical on the service, the cleanliness and appearance of the restaurant. Fast food business is designed to attract mass base customers, and as such price of the food and quick service are rational attributes one looks for. 4-Evaluate Jollibee’s performance overseas. to what extent can the company transfer its core...
3 Pages(750 words)Essay

Internal Marketing: improving internal processes, and quality of products and services. (Toyota)

...Internal Marketing To handle the topic of internal marketing successfully we must first have a clear definition of what the term ‘internal marketing’ actually means, what activities it refers to and how it is implemented. According to Rafiq and Ahmed (2000), the concept ‘internal marketing’ has gone through three different stages, each stage holding a new focus for the meaning of this term. The first stage looked at employee job satisfaction as the primary goal. It was argued that internal marketing was embedded in the concept of providing good services to customers and this would only take place if employees were satisfied with the job given to them. The second stage which a saw a growth in the term internal marketing included... the...
12 Pages(3000 words)Essay

MARKETING COMUNICATION- INTERNAL MARKETING COMMUNICATION

...Q1. Define internal marketing communications. Ans, Internal marketing communication is a combination of internal communication and internal marketingmethods. It is regarded as internal communication with a marketing objective. It is a tool to win employees trust, commitment and buy in to achieve marketing goals and strategies. Human resources are a very integral part of an organization. Employees of a company provides it with competitive advantage in many ways. In almost all businesses, especially service related businesses, employees are a main interaction between...
4 Pages(1000 words)Essay
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 Essay on topic Services Marketing - Internal marketing for FREE!

Contact Us