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 akademische Texte American Marketing Association Anderson and Lesher Betriebswirtschaflicher Verlag Dr Borden Breur Business and Economics Campus Verlag characteristics of services complain constant quality level Constantinides corporate identity customer expectations customer-client interaction define service definition dialysis dressmaker employees external factor Faculty of Business FDQ¶W EH Furthermore GRIN Verlag Hence highlight ideas of marketing illustration following immaterial important Intangibility of services Johnston and Clark Journal of Marketing Keller keting Mix Kotler Lesher Taylor Malik marketing are universal marketing instruments Marketing Management marketing mix Martin Wenderoth Faculty McDonald McMurrer McTier Anderson Meffert Melewar Mix for Service namely effective organisation particularities Pearson Education Limited Personnel physical facilities price level pricing strategy Process Management product or service promotion Ranaweera Rekom RI WKH Rust and Chang service marketing service operations service process service provider service sector solution standardisation Statistisches Bundesamt SULFH SURGXFW Thomas Gabler tions Torrington WKHUH