StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Four Service Marketing Myths - Essay Example

Cite this document
Summary
This essay talks about the line between services marketing and goods marketing and depicts that both need various types of marketing strategies. Intangibility, inseparability, heterogeneity, and perishability are the elements on which the differences are made between goods and services…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93.2% of users find it useful
The Four Service Marketing Myths
Read Text Preview

Extract of sample "The Four Service Marketing Myths"

The four service marketing myths Early marketing concepts are discusses and what the views were for separating goods from services. Services marketing have their own divisions. Authors have made a line between services marketing and goods marketing and depict that both need various types of marketing strategies to be applied to them. Intangibility, inseparability, heterogeneity, and perishability are the elements on which the differences are made between goods and services. There is no need to break service marketing from goods marketing, rather all marketing needs to be made separated from manufacturing based model.

The bottom line that all authors are now suggesting is that services should not be kept apart from goods, the definition of goods and services are being revamped. The myths of manufacturing based perspective from the marketing based perspective are being discussed in the case considering the four characteristics; intangibility, inseparability, heterogeneity, and perishability. The focus is towards inverting their normative implications from a negative perspective towards a positive one. A more unified knowledge of exchange can be formed without separating goods from services and only focus upon the central role in exchange.

The different definitions given by the various authors in defining the goods and services separately have been discussed in the case on the basis of their tangibility and intangibility features in most cases. The end result that these definitions can be misleading because both goods and services are nested into each other and they don’t come up to be valid when dealing with the manufacturing perspective and the marketing perspective. Intangibility: The dimension is that service lack the tactile quality that is present in goods.

The dispelling of the myth can be that services produce tangible results and may also be a limiting factor in distribution. The perspective is that services are involved even when goods are bought; the inverted implication is to eliminate the element of tangibility. Heterogeneity: the dimension is that services cannot be standardized like that of goods. The dispelling of the myth is that services are standardized; the perspective for this is taken as production homogeneity is taken as heterogeneously in consumption.

The normative perspective should be customization rather than standardization. Inseparability: services are produced and consumed at a simultaneous mode, in the value element of the product, consumers are always involved, and the element of separability limits marketability. The goal in marketing should be towards maximizing customer value. Perishability: services cannot be produced before time, benefits of services are long term, value of service is gained at the time of consuming the good, the goal should be to reduce inventory and maximize service flow.

The strategy of differentiation should be abandoned and instead the strategy of understanding the relation between goods and services should be worked upon with high concentration. This way the normative strategies can be implemented rather than the differentiation strategies. Marketing concepts need to be rethought and its concepts should be reformulated so that a combined and mutual definition can be formed when defining marketing of goods and services and the focus should be on manufacturing and marketing rather than goods and services.

Goods and services marketing is an important part of the economic sciences, and marketing models were first developed by neo-classical economists. Economic exchange is what keeps an economy running successfully, therefore the marketing activities play an important role and authors are working upon these concepts with high interest. The main interest for making the tasks normative is that goods production should be made more service-like instead of focusing on service production to be more like goods.

There should be no difference in goods and services as they are interrelated and cannot be dealt separability regardless of the myths discussed above about them.

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/marketing/1577156-the-four-service-marketing-myths
(The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 Words)
The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/marketing/1577156-the-four-service-marketing-myths.
“The Four Service Marketing Myths Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/marketing/1577156-the-four-service-marketing-myths.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Four Service Marketing Myths

Culture Refers to the Shared Notions

myths and stories are the live indicators of a culture.... According to Fullerton, modern marketers largely employ the elements of myths and stories understanding their influence on consumer behavior.... Hence, modern marketing tactics give great emphasis on reflecting cultural norms.... “How modern is modern marketing?... marketing's evolution and the myth of the “production era”.... The Journal of marketing, 52: (1), 108-125....
2 Pages (500 words) Essay

Marketing Activities in the Service Industry

Moreover, the manager had shown high levels of maturity and responsiveness while attending our problems and settling it (Shiqi: Service Industries marketing Blog 1) Reflection on second service encounter My second experience Palazzo Versace Hotel, in Gold coast is also generated mixed feeling about the customer services in hospitality industry.... However, the rest of the services were outstanding (Shiqi: Service Industries marketing Blog 2) Report: Customer servicing is the most important thing in any business in the modern era and the hospitality business is not an exception....
9 Pages (2250 words) Essay

Marketing of services

Situational Analysis The situational analysis of Beehive marketing is conducted with the objective of determining the various factors which are accountable for influencing the internal as well as external operations of the company.... hellip; These are the various external factors which are observed to be quite favourable for Beehive marketing when performing its business operations in an effective manner.... These are the various external factors which are observed to be quite favourable for Beehive marketing when performing its business operations in an effective manner....
7 Pages (1750 words) Essay

Key Strategic Service Marketing Issues

The industry is adopting innovative techniques like digital marketing with the changes in the evolving customer behaviour scenarios.... The fashion industry of United Kingdom can be characterized by the broad segments of retail and manufacturing, fashion and boundaries within the industry....
14 Pages (3500 words) Coursework

Services and Operations Management

A service business is different from a conventional product business due to several factors most importantly the employee-customer touch point or encounter.... A service… siness promises to deliver a certain quality of service and it is at the customer encounter point that they are able to take or not take the first steps towards fulfilling that promise.... If a company fulfills the promised level of service quality, it leads to customer If it goes beyond expectations and gives the customers more than what they expected this leads to customer delight, which is the key focus of many service organization in today's world....
4 Pages (1000 words) Assignment

A Few Significant Tips for the Contemporary Marketing Practice

The essay "A Few Significant Tips for the Contemporary marketing Practice" discusses the nuances of service, merchandising, design of retail premises, which marketers should take into account, knowing the features of female and male consumer behavior in the supermarkets.... The first difference between the recent profitable and non-profitable retailers lies in their levels of service.... Experts divide it into four categories of self-service, Self-selection, limited service and full service....
8 Pages (2000 words) Essay

Historical Fiction: Interpretation of Myth of Prometheus in Regard to Leadership Theory

This essay presents a modern view of the myth about Prometheus.... Interest to this myth and its interpretation in the paradigm of consideration of leadership qualities of Prometheus can be explained by the current relevance of leadership in management and business.... hellip; The action happens in New York City....
7 Pages (1750 words) Essay

Consumer Buying Motives and Influential Factors

Being aware of deep customer motivations helps marketers make a sound marketing plan and create a unique brand.... Relationship marketing is intended to create a trust between the consumer and the brand which will, in turn, help the marketer to develop a better understanding of the consumer's wants and needs.... Much of the relationship marketing that is done is not based on rational concepts such as quality and value, but on emotional concepts....
10 Pages (2500 words) Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us