Particularities in the Marketing Mix for Service Operations
GRIN Verlag, 2009 - 28 pages
Essay from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 5 (excellent), University of Pecs (International PhD Program), course: Marketing I, 30 entries in the bibliography, language: English, abstract: Johnston and Clark (2001, p.3) point out, that everybody is everyday coming several times into contact with service operations. Following Bruhn (1993, p. 781), highly developed economies can be characterised by an over proportional and strong growth of the service sec-tor. Evidence to this statement can be given evidence looking at the statistics in different countries. For example: In 2005, 72% of all employees in the Federal Republic of Germany had been employed in the service sector, representing an increase of 13%-points compared to 1991 (Statistisches Bundesamt, 2007, p. 291). The before mentioned development, as well as the dynamic of service sector in itself, has lead to an increasing interest in the special problems of service marketing (Rust and Chung, 2006, pp.560-561). The present essay will explore particularities regarding the marketing mix in service operations. Therefore, first of all the most important terms such as service, service marketing and marketing instruments will be defined. In the following, the 7P's of the mar-keting mix for service operations under consideration of the characteristics of services will be examined. Finally, the most important findings and interactions will be summarised and con-clusions will be derived."
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7Ps framework According to Magrath acteristic akademische Texte already mentioned American Marketing Association Anderson and Lesher assignment Business and Economics Capability challenges characteristics of services complain constant quality level Constantinides corporate identity customer expectations customer relationship customer-client interaction define service definition demand described dialysis dressmaker employees external factor Faculty of Business FDQ¶W EH find the appropriate Furthermore GRIN Verlag Hence highlight ideas of marketing illustration following immaterial important input Intangibility of services Integration Johnston and Clark Keller keting Mix Kohli Kotler marketing are universal marketing instruments marketing mix Martin Wenderoth Faculty McDonald McTier Anderson Meffert Mix for Service namely effective organisation particularities Personnel physical facilities price level pricing strategy Process Management product or service promotion result RI WKH Rust and Chang service levels service marketing service operations service process service provider service sector services are performed solution standardisation SULFH SURGXFW term service tions tomer Torrington Tuli WKHUH