Marketing services

Résumé du document

We noticed that the appreciation of the service is more difficult than manufacturing products. The buying decision will be realized which comes with the service. For example, motor insurance may have a certificate, but the financial service itself cannot be touched. One important thing in marketing of services is communication, as services is not something tangible. The communication of the services passes by the assertion of the brand which is often the name of the company and by a specific speech: explanation of the service, the commitments on the services, the 'customers' speech and the testimonies, talk 'corporate' which advances the company.

Extraits

[...] 3 What is a service? A service is not material; it's an action of doing something for someone or something. Whereas a product is tangible or material seeing that you can touch it. A service is consumed where it is purchased, and cannot be owned since it quickly perishes. It could be defined as a provision of service, which is subject to an exchange but it does not involves a transfer of propriety. It could also be the main offer of the firm (firm which are specialized in training or advices), but the service could also come with a physical product like the delivery or the after sales service. [...]

[...] We noticed that the appreciation of the service is more difficult than for manufacturing products. The buying decision will be realize grace to a material support which comes with the service. For example, motor insurance may have a certificate, but the financial service itself cannot be touched it is intangible. Perishable Despite the fact that services could not be packing, stocking or carrying, they are perishable. We will take the example of a train ticket or a night in a hotel; if they are not sold they could not be re use. [...]

[...] The staff plays a particular role in services and in the marketing of services. The borders of the organization being porous, the attitudes and the behavior of the staff in contact give a lot of information to customers on the internal climate of the company. Its motivation and its satisfaction at work will influence the quality of service perceived by customers. Certain authors called knock down pyramid” underlining that all the organization (direction and hierarchy included) has to be in the service of the staff in contact. [...]

[...] We will take the example of a trip in a holiday camp. This trip will be appreciated differently from expectations of customers. a service could have a constant quality? We only can measure the satisfaction of the customer once the service is consumed What are the different category of product and service? In a firm, we could find an offer of services which could be more or less important. We could categorize services: True Services: These services have a marginal material support. [...]

[...] Strategic goals of marketing of services for a firm a. Marketing of services inside the firm One important thing in marketing of services is communication as services is not something tangible. The communication of the services passes by the assertion of the brand which is often the name of the company and by a specific speech: explanation of the service, the commitments on the services, the "customers" speech and the testimonies, talk " corporate " which advances the company. Marketing of services inside the firm has to take into account 5 specificities of the services: - The intangibility that makes appreciation of customer more difficult, as well as communication and justification of the price - Production and consumption of a service are linked, which makes impossible to store services and which often imposes a physical nearness between the customer and the place of production of the service. [...]