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Published by Ajay D Kumar

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Categories:Types, Business/Law
Published by: Ajay D Kumar on Aug 19, 2012
Copyright:Attribution Non-commercial


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Services marketing1
Services marketing
Services marketing
is a sub field of marketing, which can be split into the two main areas of goods marketing(which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing.Services marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, andincludes marketing of services like telecommunications services, financial services, all types of hospitality services,car rental services, air travel, health care services and professional services. The range of approaches and expressionsof a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.Services are economic activities offered by one party to another. Often time-based, performances bring about desiredresults to recipients, objects, or other assets for which purchasers have responsibility. In exchange for money, time,and effort, service customers expect value from access to goods, labor, professional skills, facilities, networks, andsystems; but they do not normally take ownership of any of the physical elements involved.
There has been a long academic debate on what makes services different from goods. The historical perspective inthe late-eighteen and early-nineteenth centuries focused on creation and possession of wealth. Classical economistscontended that goods were objects of value over which ownership rights could be established and exchanged.Ownership implied tangible possession of an object that had been acquired through purchase, barter or gift from theproducer or previous owner and was legally identifiable as the property of the current owner.Adam Smith
s famous book, The Wealth of Nations, published in Great Britain in 1776, distinguished between theoutputs of what he termed
labor. The former, he stated, produced goods that couldbe stored after production and subsequently exchanged for money or other items of value. But unproductive labor,however
honorable,...useful, or... necessary
created services that perished at the time of production and thereforedidn
t contribute to wealth. Building on this theme, French economist Jean-Baptiste Say argued that production andconsumption were inseparable in services, coining the term
immaterial products
to describe them.
Alternative View
A recently proposed alternative view is that services involve a form of rental through which customers can obtainbenefits.
What customers value and are willing to pay for are desired experiences and solutions. The term, rent,can be used as a general term to describe payment made for use of something or access to skills and expertise,facilities or networks (usually for a defined period of time), instead of buying it outright (which is not even possiblein many instances).
There are five broad categories within the non-ownership framework 1.1.Rented goods services: These services enable customers to obtain the temporary right to use a physical good thatthey prefer not to own (e.g. boats, costumes)2.2.Defined space and place rentals: These services obtain use of a defined portion of a larger space in a building,vehicle or other area which can be an end in its own right (e.g. storage container in a warehouse) or simply ameans to an end (e.g. table in a restaurant, seat in an aircraft)3.3.Labor and expertise rental: People are hired to perform work that customers either choose not to do forthemselves (e.g. cleaning the house) or are unable to do due to the lack of expertise, tools and skills (e.g. carrepairs, surgery)4.4.Access to shared physical environments: These environments can be indoors or outdoors where customers rentthe right to share the use of the environment (e.g. museums, theme parks, gyms, golf courses).5.5.Access to and usage of systems and networks: Customers rent the right to participate in a specified network suchas telecommunications, utilities, banking or insurance, with different fees for varying levels of access
Services marketing2In defining service marketing we can modify the definition of American Marketing Association on Marketing byadding the following changes. Services Marketing is an organisational function and a set of process for identifying orcreating, communicating, and delivering value to customers and for managing Customer relationship in a way thatbenefit the organisation and stake holders.
[1]Christopher Lovelock and Jochen Wirtz (2011), Services Marketing
People, Technology, Strategy. 7th ed., Upper Saddle River, NewJersey: Prentice Hall[2][2]Lovelock, C., Gummesson, E. 2004. Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives. Journal of ServiceResearch 7 (1) 20-41[3][3]Lovelock, C., Gummesson, E. 2004. Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives. Journal of ServiceResearch 7 (1) 20-41[4]Christopher Lovelock and Jochen Wirtz (2011), Services Marketing
People, Technology, Strategy. pg 14, 7th ed., Upper Saddle River, NewJersey: Prentice Hall
Beckwith, Harry (1997).
Selling The Invisible: A field Guide To Modern Marketing
, Warner Books.

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