We know well that marketing or marketing is a series of actions that facilitate organizations and companies’ sales processes. In addition to standing out from the competition, these strategies have made it possible to apply techniques to understand the target audience’s real needs fully.
As part of the series of posts in which we return to the essential marketing points by defining various types, such as network marketing, direct marketing, or political marketing, in this article, we will summarize what service marketing is about and its implications.
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We all use the services in our daily lives, turning on the light, watching television, talking on the phone, boarding a bus. Filling our car’s gas tank, taking clothes to a dry cleaner, and going to a restaurant are examples of consumer services.
But in terms of marketing, a service, although difficult to define due to its diversity, can be defined as economic activities that create value and bring benefits to customers in a specific time and space, generating the desired change the recipient of the service.
A service can be distinguished when it has any of the following characteristics:
Services marketing typically refers to what done to offer services business to consumer (B2C) and business to business and in areas such as telecommunications, financial services, all kinds of hospitality services, rental services, auto, travel, health, and professional services.
Service marketing has 3 main components:
In service marketing, in addition to the 4 known P (product, place or place, price, and promotion), they are extended, adding 3 more: people, processes, and physical evidence (for its acronym in English: people, processes, and physical evidence).
These three extra processes have to do with the following:
In the same way that traditional marketing seeks to sell products, service marketing aims to impact consumer perception to choose one of our services and perceive their expectations.
In this way, service marketing will seek:
Overall, this is a brief introduction to service marketing. Every business must, of course, ask itself questions about how it is running, for example, by investigating how effective the service marketing mix is, how well it is responding to the company’s vision and strategy, and what the strengths and weaknesses are regarding these 7 Ps.
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