What is marketing ?
Services are economic activities offered by one party to another . Often based on time , the actions to achieve the desired results to recipients, objects or other assets so that buyers are responsible . In exchange for money, time and effort, service customers expect the value of access to goods , labor, professional skills, facilities, networks and systems, but they do not usually take possession of any of the physical elements involvedA service is the action of doing something for someone or something . Is largely intangible ( ie not material.) A product is tangible ( ie material ) , and you can touch it and own it . A service tends to be an experience that is consumed at the point of purchase , and can not be owned since is quickly perishes . A person can go to a cafe one day and an excellent service , and then come back the next day and have a bad experience . Too often marketers talk about the nature of a service such as :
Inseparable -
From the point where it is consumed , and from the service provider . For example , you can have a play living home to consume it ( a DVD of the same performance would be a product , not a service ) .Variability -
Since the human involvement of service provision means that no two services will be completely identical . For example , returning to the same garage time and again to a service on your car can see different levels of customer satisfaction and working quickly .Property law -
Not taken to the service, since only experience it. For example , an engineer can repair your air conditioner , but it is the service owner , the engineer or his team . You can not sell at one time has been consumed , and not possess it .Western economies have seen the deterioration of its traditional manufacturing industries, and an increase in their service economies . Therefore, the marketing mix has seen an extension and adaptation in the extended service marketing mix , also known as the 7P - physical evidence , process and people .
There are five categories in the framework of property not
Services leased assets :
These services allow customers to get the temporary right to use a good physique who prefer not to own (eg , ships , costumes )
Parking space and place defined : These services obtained using a defined portion of a larger space in a construction area , vehicle or other that can be an end in itself (eg , storage containers in a warehouse ) or simply a means to an end ( for example, the table in a restaurant, in the seat of an airplane )
Work and holiday experience : People are hired to do a job that customers or choose not to do it themselves ( for example , cleaning the house) , or are unable to do so due to lack of knowledge, tools and skills (eg, vehicle repairs , surgery )
Access to shared physical environments : These environments can be used indoors or outdoors where customers rent the right to share the use of the environment (eg , museums , theme parks, gyms , golf courses ) .
Access to and use of the systems and networks : Customers who rent the right to participate in a network specified as telecommunications , utilities , banking and insurance , with different rates for access levels and different use .
7 Ps of Service Marketing
Marketing services is different from marketing of goods , as well as marketing tools and practices for the marketing of the products developed are often not directly transferable to the marketing of services. There are several important differences , including :
The buyer purchases are intangible
The service can be based on a person's reputation
It is more difficult to compare the quality of similar services
Buyer can not return the service
The product placement and price promoation 7 P
The differences have led to a divergence in marketing education versus regular marketing . Besides the traditional " 4 P " , Product , Price, Place , Promotion, there are three " P " consisting of people , physical evidence and process .
Product refers to the creation of a service concept that will deliver value to targeted customers and meet their needs better than competing alternatives . This is a commodity that responds to the client's primary need and a variety of supplementary service elements are mutually reinforcing value enhancements that help customers to use the product in the most effective basis .
Place and time may include physical and electronic channels , such as banks now offer customers a variety of distribution channels, including visiting a branch, using an ATM network , do business by phone or carry out over the Internet .
Price and other user outlays are crucial too. To determine whether a particular service is "worth " customers go beyond monetary considerations and assess the cost of your time and effort . Therefore, marketers must price services to the target customers are willing and able to pay down other expenses incurred onerous . These may include additional monetary expenditure on travel , expenditure of time, mental and physical effort unwanted exposure to negative sensory experiences .
Promotion marketing services is also educational in nature , especially for new customers. Suppliers have to teach these customers about the benefits of the service , provided for it, and how to participate in service processes to get the best results. This can be delivered through people as sellers , on websites, on the screens in the self-service equipment and through a variety of advertising media .
The process of service delivery is often as important as the function of the service. Operational inputs and outputs can vary widely due to lack of inventory and real- time interaction involved. However, the variability can be reduced through careful design of the customer service process , the adoption of standardized procedures , the implementation of strict management of quality of service, high level of training , and automation. Additionally, customers are often involved in co-production as partial employees through self - service , telecommunications and Internet .
Physical environment includes the appearance of buildings , landscaping , vehicles, interior furnishing , equipment, uniforms , signs , printed materials and other visible signs that provide evidence of service quality, service delivery and installation guide customers through the service process . This can also be referred to as the " servicescape " , which can have a profound impact on customer satisfaction and productivity of services.
People refer to the human capital of the company , ie employees. These people must have the technical skills , good interpersonal skills and positive attitudes that can become a competitive advantage for the company.
Types of services
Policy Research and AnalysisThe production of national and regional reports , policy briefs , research papers and policy applied coding exercises lessons learned.
Program development and technical support
Capacity Building country office in the design , implementation, monitoring and evaluation of UNDP programs in the host country .
Strategic Counseling and Defense Policy
Promote UNDP priorities and finding partners to provide timely advice and up to date of the problems of development, based on comparative experience and knowledge within and outside UNDP .
Capacity Development and Training
Support institutional development and specialized training for office staff at home , host governments and partners. The Regional Centre for Assistance to countries to develop strategies to address capacity constraints that prevent the realization of the Millennium Development Goals. The Regional Center is committed to the idea that all external interventions should create sustainable capacity based on local values .
Knowledge Services
Acting as a regional knowledge and experience in distillation products and tools used and collection and dissemination of it. The Regional Centre also provides expert references and facilitates the transfer of knowledge between the country offices .
Communications
To convey the impact of UNDP programs to partners, public and media, Regional Center offers advice for effective communication and promotion , including coverage of events related news releases relevant publications , advice on the strategies of the national media , advance press work for UNDP officials visiting a region and communications training .Nature and functions of the Service
Based on the nature and function of the different services , the following division can be done:
Services Knowledge and skill: here , the delivery of knowledge and skills is the primary activity. These services are often offered by specialists ( eg consulting or surgery).
External services : these services to certain activities that the client could have done it himself , but for economic, technical or emotional , these tasks are performed by the client (eg maintenance).
Provide services : These services primarily do an installation , most large-scale (eg recording studios ) .
0 comments:
Post a Comment