Service marketing has emerged in explosive scientific research over the last 20 years, but since 1986 there is no debate about the belief that services are different from the products and therefore their special approach, concepts and knowledge (Brown, Fisk & Bitner, 1994) . This paper presents the distinctive features of marketing the services, where possible examples. Initially, it determines the marketing of services and gives some background in deviating from product marketing. It then examines the four features of the service and then finishes the extra P explanation in the service marketing mix.
In the last century, there was a significant change in marketing thinking; based on a commodity-dominated view, with tangible results and discreet transactions in the center of the service-dominant view in which inscrutability, exchange processes and relationships play a central role (Vargo & Lusch, 2004). Vargo and Lusch define the services by using specific competences (knowledge and skills) with actions, processes, and presentations for the benefit of another entity or organization. Provides four idiosyncratic features of the service, highlighting why the marketing of services differs from basic product marketing.
The most distinctive feature of services is discrimination. The services (Zeithaml, Bitner, & Gremler, 2006) are defined by "actions, processes and performances". None of these are any physical objects in which the customer may acquire ownership even though the physical evidence in the course of the service is manifested in the form of things such as medical science prescribed by doctors for the photo taken by the rolling railway or the food on the plate in a restaurant. This invisibility creates many questions for marketers. First, there is no stock, which is difficult to handle supply and demand. Second, services can not be displayed or displayed to customers, which makes it difficult for marketers to advertise quality of service. Lastly, as the services do not exist physically, they have difficulty patenting them, making it easier for other companies to copy the service.
Another noteworthy aspect of the product is that it remains the same on average. If you buy a Ford Focus in Australia and buy the same model in America, it is likely that both of them will be exactly the same. Services are different because they are heterogeneous, so they differ from each use. For example, a wildlife tour will not be twice the same, not only because of the random and unpredictable nature of the animals, but the guide may have a different mood, weather has changed and will always be different customers. These factors make it more difficult to ensure continuous quality, which is important for marketers as customers pay particular attention to expectations, primarily based on the service and industry's past experience.
Another distinctive feature of services is the fact that they are made and consumed at the same time, as opposed to products where customers do not see the product being manufactured. He has a good metaphor in the theater. Consumers can be compared to an audience where actors (employees) are looking at the stage (physical objects, such as a business store) between props (physical objects such as chairs, tables, banknotes, etc.). The actors are "alive" and presented (presented) by the spectators watching (consuming). This leads to the concept of interactive marketing. During the service, operating staff largely performs the marketing function (Klassen, Russel & Chrisman, 1998) and marketers are essential for advertising and promotion.
Distinctive distinction between products is perishable. While some products are very rapidly destroyed (eg Hippos), services can not simply be stored, saved, resold or returned. The main concern for marketers would be if things did not go as planned. Customers can not simply return the service and ask for another; the service provider is responsible for providing the customer with some compensation. If passengers have long waited for their flight, workers provide free coffee and refreshments as long as they wait to try to make up for their bad service.
During marketing, the marketing mix includes the four Ps; product, price, location and promotion. The services use the same elements and three others to help their unique character.
First, there are people who consist of all that affect the perception of the buyer, including the buyer itself. Customers play an active role in production and thus influence the outcome of their own services or others. For example, a large family with screaming children who interrupt a romantic dinner for a young couple in a restaurant.
Everyone is important to marketing, no matter how small their role is. Consider IT professionals who install computers in their home. During installation, the customer may be an opinion of the service provider as a whole, based solely on the performance of IT professionals. Sometimes a person is the only provider, such as a dentist or lawyer, and their performance and appearance are critical to achieving high-quality service quality.
The sixth "P" physical evidence of the environment and where the company and customer interacts (Zeithaml, Bitner, & Gremler, 2006). This includes physical objects that help the service. (Lehtinen & Lehtinen, 1991) defines the environment and its means. With some services, customers find it difficult to judge the quality of the service, especially for financial advisors or legal advisors providing creditors. It is essential that marketing managers handle consumer fears before, during and after credit insurance services (Keh & Sun, 2008). As a customer does not have the knowledge or experience of assessing the actual service, he or she will focus his attention on other things, including the physical evidence of the quality of the service. This would normally be in the form of a professional-looking workspace, however, it will change with every service provider. For example, physicians can be purified in purity
Finally there is the service process, including processes, mechanisms and processes that deliver the service (Zeithaml, Bitner and Gremler, 2006). When purchasing a service, customers often expect the service process and if these are not met, the perceived quality of the service is reduced. For example, during rafting on white water, the customer may be dissatisfied when they arrived, and they were told to first take the raft down the corridor. The process is important because people are involved in it, unlike products where the process is behind the doors.
Services represent at least 70% of the country's total GDP in at least 5 countries, including the United Kingdom and Australia. a hot topic not only for marketers but also for anyone who compete in the business world. Services differ from the products with four features; discrimination, heterogeneous, simultaneous production and consumption, and perishability. Marketing of services differs from product marketing to the fact that three extra Ps are added to the original marketing mix; People, Physical Evidence and Processes
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