Marketing: A marketing set of services
The marketing of services attracts more and more attention due to their development. Modern developed economies are service-based economies, marketing science and practice are increasingly involved in the development of services.
In this sense, it is necessary to understand and identify the differences between tangible goods and services, especially with regard to the application of marketing strategies and tools. In particular, services have a number of characteristics (immateriality, inseparability, variability, perishability and lack of ownership) that have a special impact on the content of a marketing policy or strategy.
A marketing set of services. Unlike tangible goods, it includes, along with four main components - product, price, distribution and promotion - three other variables that are considered important for marketing services:
- staff
- provision of services (processes)
- physical evidence
1. Product Policy
Also in the service sector, the product occupies an important place in the marketing mix, the orientation of the company in terms of size, structure and development of its services determines the product policy of the service enterprise. In its orientation, the characteristics of this product have a special impact: the product is considered both in terms of actual activity (actual productivity) and in terms of the supports used (means and materials of benefit) or the results of their combination. Service-specific is the client's participation in this rendering process, usually referred to in specialized service literature. The elements of the service system are as follows:
The structure of the service system. It is the basis of the approach of a service company's product in a global vision, a global product as a whole as a service provision activity or in a partial perspective of a unitary product, taking into account the importance attached to each material element. (bodily) in the formation of a global product. A global product consists of the sum of partial products useful for providing a service.
The success factors in ensuring the quality of tourism services, as an integral characteristic of a global product, are: customer satisfaction, staff, technological and material base, rapid response, choice of suppliers.
2. Pricing policy
The features of services, manifested in the orientation of product policy, also have a decisive influence on pricing policy in relation to pricing methodology. In the service sector, the names used to indicate the cost of a service vary depending on the categories of services provided, for example: the concept of tariff is widely used as the cost of a service, the concept of price represents the cost of certain services (catering), other concepts used: fee, premium (insurance), tax, rent, interest, rate, warranty, etc.
Both the characteristics of the services and the components of their delivery system give the pricing policy a specific content and an appropriate formulation of strategies and tactics depending on the company's service supply, demand characteristics, supply-demand ratio and conditions of manifestation. the competition.
3. Distribution policy
As for the distribution policy in the service sector, their characteristics have a decisive influence in terms of the inseparability of services, which in most cases determine the contact between the supplier and the customer, their immateriality and their unavailability. The distribution of services is specialized in various forms, given the absence of a significant part of the activities typical of commercial logistics.
4. Product Policy
The intangible nature of services gives various areas of promotion policy, in particular, their role in the market communication approach. In the service sector, due to their peculiarities, communication is diversified, the company appeals both to current (through special actions for interactive marketing) and potential customers (through external marketing actions), but also to its own employees (as defining elements of the internal marketing of a service company). ). In communication specific to the service sector. Message support consists of: contact personnel, tangible, tangible benefit elements and traditional means of communicating a message to the client:
5. Personnel policy
An important component of the marketing mix in the service sector, personnel is an important variable in the company's activities. Thanks to the direct relationship between the contact staff and the client, any company can improve the quality of its services. Personnel is the main goal of the service company's internal marketing policy so that it can attract and stabilize customer loyalty. As can be seen from the presentation of the four previous policy directions regarding product, price, distribution and promotion of services, the staff is their permanent, playing a significant role both in the composition of the product and in distribution and communication activities.
Human resources become effective marketing variables when the relevant activities within the enterprise are focused on its own employees. A human resource is one that represents a service through its presence, represents the company to the consumer and is the one who sells the service, contributing to its change, reducing risks and distrust of the customer and evaluating the offer.
Strategic human resource planning has four considerations:
Using the strategic plan
Coordination between economic strategy (economic policy) and the organization of human resources
Identify those components of the human resources strategy that support the implementation of relevant policies and strategies
The vision of human resources as strategic resources in development
6. Process Policy
Providing services to the consumer is a process that must meet the requirements of both the client (quality) and the company (efficiency), economic and social. The organization of the service delivery process is becoming an increasingly interesting area of marketing science.
7. Physical presence (financial support)
Physical characteristics represent the material variables of a service, being, in fact, a physical evidence of its quality. Due to the intangible characteristics of services, consumers tend to find real evidence of their quality.
The importance of forming a marketing structure in the service sector is due to the continuous diversification of aspects considered in accordance with market orientation for consumers of enterprises. Because of this desire to master the market, anticipating and subsequently satisfying the needs and desires of consumers, the problem arises of the correct formulation of the marketing structure. In services, due to their characteristics regarding intangibility, perishable products, variability, etc., the structure of the mixture is transformed by enriching it with new variables (personnel, material support and actual provision activities). 1xbet india welcome bonus - 120% welcome bonus and claim up to ₹66,000 as your maximum reward. Use 1xbet promo code india get free exclusive bonus 120% up to ₹49,000 and free bet up to ₹2,495 for your losing bets. 1xBet India's bonuses are accessible across all platforms, including via the 1xBet app using the promo code. The 1xBet welcome bonus is an attractive option for new account creators. Overall, betting on 1xbet is a positive experience, offering a safe and diverse platform with multiple bet types and sports.
In this sense, it is necessary to understand and identify the differences between tangible goods and services, especially with regard to the application of marketing strategies and tools. In particular, services have a number of characteristics (immateriality, inseparability, variability, perishability and lack of ownership) that have a special impact on the content of a marketing policy or strategy.
A marketing set of services. Unlike tangible goods, it includes, along with four main components - product, price, distribution and promotion - three other variables that are considered important for marketing services:
- staff
- provision of services (processes)
- physical evidence
1. Product Policy
Also in the service sector, the product occupies an important place in the marketing mix, the orientation of the company in terms of size, structure and development of its services determines the product policy of the service enterprise. In its orientation, the characteristics of this product have a special impact: the product is considered both in terms of actual activity (actual productivity) and in terms of the supports used (means and materials of benefit) or the results of their combination. Service-specific is the client's participation in this rendering process, usually referred to in specialized service literature. The elements of the service system are as follows:
The structure of the service system. It is the basis of the approach of a service company's product in a global vision, a global product as a whole as a service provision activity or in a partial perspective of a unitary product, taking into account the importance attached to each material element. (bodily) in the formation of a global product. A global product consists of the sum of partial products useful for providing a service.
The success factors in ensuring the quality of tourism services, as an integral characteristic of a global product, are: customer satisfaction, staff, technological and material base, rapid response, choice of suppliers.
2. Pricing policy
The features of services, manifested in the orientation of product policy, also have a decisive influence on pricing policy in relation to pricing methodology. In the service sector, the names used to indicate the cost of a service vary depending on the categories of services provided, for example: the concept of tariff is widely used as the cost of a service, the concept of price represents the cost of certain services (catering), other concepts used: fee, premium (insurance), tax, rent, interest, rate, warranty, etc.
Both the characteristics of the services and the components of their delivery system give the pricing policy a specific content and an appropriate formulation of strategies and tactics depending on the company's service supply, demand characteristics, supply-demand ratio and conditions of manifestation. the competition.
3. Distribution policy
As for the distribution policy in the service sector, their characteristics have a decisive influence in terms of the inseparability of services, which in most cases determine the contact between the supplier and the customer, their immateriality and their unavailability. The distribution of services is specialized in various forms, given the absence of a significant part of the activities typical of commercial logistics.
4. Product Policy
The intangible nature of services gives various areas of promotion policy, in particular, their role in the market communication approach. In the service sector, due to their peculiarities, communication is diversified, the company appeals both to current (through special actions for interactive marketing) and potential customers (through external marketing actions), but also to its own employees (as defining elements of the internal marketing of a service company). ). In communication specific to the service sector. Message support consists of: contact personnel, tangible, tangible benefit elements and traditional means of communicating a message to the client:
5. Personnel policy
An important component of the marketing mix in the service sector, personnel is an important variable in the company's activities. Thanks to the direct relationship between the contact staff and the client, any company can improve the quality of its services. Personnel is the main goal of the service company's internal marketing policy so that it can attract and stabilize customer loyalty. As can be seen from the presentation of the four previous policy directions regarding product, price, distribution and promotion of services, the staff is their permanent, playing a significant role both in the composition of the product and in distribution and communication activities.
Human resources become effective marketing variables when the relevant activities within the enterprise are focused on its own employees. A human resource is one that represents a service through its presence, represents the company to the consumer and is the one who sells the service, contributing to its change, reducing risks and distrust of the customer and evaluating the offer.
Strategic human resource planning has four considerations:
Using the strategic plan
Coordination between economic strategy (economic policy) and the organization of human resources
Identify those components of the human resources strategy that support the implementation of relevant policies and strategies
The vision of human resources as strategic resources in development
6. Process Policy
Providing services to the consumer is a process that must meet the requirements of both the client (quality) and the company (efficiency), economic and social. The organization of the service delivery process is becoming an increasingly interesting area of marketing science.
7. Physical presence (financial support)
Physical characteristics represent the material variables of a service, being, in fact, a physical evidence of its quality. Due to the intangible characteristics of services, consumers tend to find real evidence of their quality.
The importance of forming a marketing structure in the service sector is due to the continuous diversification of aspects considered in accordance with market orientation for consumers of enterprises. Because of this desire to master the market, anticipating and subsequently satisfying the needs and desires of consumers, the problem arises of the correct formulation of the marketing structure. In services, due to their characteristics regarding intangibility, perishable products, variability, etc., the structure of the mixture is transformed by enriching it with new variables (personnel, material support and actual provision activities). 1xbet india welcome bonus - 120% welcome bonus and claim up to ₹66,000 as your maximum reward. Use 1xbet promo code india get free exclusive bonus 120% up to ₹49,000 and free bet up to ₹2,495 for your losing bets. 1xBet India's bonuses are accessible across all platforms, including via the 1xBet app using the promo code. The 1xBet welcome bonus is an attractive option for new account creators. Overall, betting on 1xbet is a positive experience, offering a safe and diverse platform with multiple bet types and sports.
