18-12-2012, 02:00 PM
Marketing services: concept and applications
1Marketing services.docx (Size: 13.79 KB / Downloads: 35)
Concept of Services:
Utilities, insurance , banking, finance, law enforcement, administrative, defensive, transport, communication, distributive traders, maintains, repairs, leisure, recreation, miscellaneous
Reasons for growth:
Increasing affluence, more leisure time, higher percentage of women labor force, greater life expectancy, increasing complexity, greater concern about ecology and resource scarcity, increasing number of new products,
Characteristics of services:
Intangibility, inseparability, heterogeneity, perish ability, ownership
Elements of marketing mix:
PRODUCT: customer benefit concept, the service concept, service offer, service forms, service delivery system, PRICE: administration fee, commission, fare, interest, salary, legal service, education, etc.., PROMOTION: simple clear message, emphasize the benefits of service, which can be delivered and do not exaggerate claims, word of mouth communication, provide a tangible clues by using, PLACE: travel agents, tour operators, airlines, hotels, stock holders, banks, financial institutions, wholesalers.