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 involved
A 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 Analysis
The production of national and regional reports , policy briefs , research papers and policy applied coding exercises lessons learned.
Program development and technical support
Strengthening country office capacity 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 staff in the country office , 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 ) .
b- what is meant by new product? Why new blood products that are considered vital for businesses ? Explain with reference to the new product development process ?
New Product Development Process
In business and engineering, new product development (NPD ) is the term used to describe the complete process of bringing a new product to market. A product is a set of benefits offered for exchange and can be tangible (ie , something physical that you can touch ) or intangible (like a service, experience or belief) . There are two parallel paths involved in the NPD process : one involves the idea generation , product design and detail engineering , and the other involves market research and market analysis . Companies typically see new product development as the first stage in the creation and marketing of new products within the overall strategic process of managing the product life cycle is used to maintain or increase their market share .
Due to the introduction of new products on a consistent basis is important to the future success of many organizations , vendors responsible product decisions usually follow established procedures to bring products to market. In the scientific area that can mean the establishment of laboratory research programs underway to discover new products (eg , medicines ) while less scientific companies can pool resources to develop products with a less structured schedule .
This section presents a 7-step process comprising the key elements of new product development . While some companies may not follow a deliberate approach step by step, the steps are useful to show the input and decision-making to be done in order to successfully develop new products. The process also shows the importance market research plays in the development of products.
We should note that while the 7-step process that works for most industries , is less effective in developing radically new products . The main reason is the inability of the target market to provide sufficient information on advanced product concepts as they often have difficulty understanding radically different ideas . So while many of these measures are used to research innovative ideas , the seller should be careful when interpreting the results .
the process
Idea Generation is often called the " fuzzy front end " of the NPD process
Ideas for new products can be obtained from basic research using a SWOT ( Strengths, Weaknesses, Opportunities and Threats ) , Market and consumer trends , company's R & D department , competitors , focus groups , employees , salespeople , corporate spies , trade shows , or ethnographic discovery methods (searching for user patterns and habits ) may also be used to get an insight into new product lines or product features.
Many ideas are being generated on the new product. Out of these ideas many ideas are being implemented . The ideas used to generate in many forms and their generating places are also various . Many reasons are responsible for the generation of an idea.
Generation brainstorming ideas or new products, services or store concepts - idea generation techniques can begin when you have done your analysis of opportunities to support your ideas in the Idea selection phase (shown in the next step development ) .
Idea Screening
The object is to eliminate unsound concepts prior to devoting resources to them.
Inspectors should ask several questions :
Will the customer in the target market benefit of the product?
What is the prognosis of size and growth of the market segment / target market?
What is the pressure of the current or expected competitive product idea ?
What are the industry sales and market trends the product idea is based on ?
Is it technically feasible to manufacture the product ?
Will the product be profitable when manufactured and delivered to the customer at the target price ?
Concept development and testing
Develop the marketing and engineering details
Investigate intellectual property issues and search the patent databases
Who is the target market and who is the decision maker in the purchasing process ?
What product features must the product incorporate ?
What benefits will the product ?
How will consumers react to the product ?
How will the product can produce more profitable?
To demonstrate the feasibility through virtual representation and computer-aided rapid prototyping
What will be the cost of producing it ?
Try the concept by asking a sample of prospective customers what they think of the idea. Usually through Choice Modeling .
Business Analysis
Estimation of price competition based on users probably sell
Turnover estimated based on market size and tools such as equation Fourt - Woodlock
Estimate profitability and breakeven
Beta testing and market testing
Produce a physical prototype or mock
Test the product ( and its packaging ) under normal conditions of use
Conduct client interviews or focus groups introduce fair
Make adjustments if necessary
Produce an initial run of the product and sell it on a test market area to determine customer acceptance
technical Implementation
Restarting the program
Completion of the quality management system
Resource estimate
publication requirement
Publish technical communications such as data sheets
Engineering Operations Planning
Planning department
collaboration with suppliers
Logistics Plan
The publication of the resource plan
Review and monitoring of the program
Contingencies - what-if planning
Commercialization ( often considered post -NPD )
Product Launch
Produce and place advertisements and other promotions
Fill the distribution pipeline with product
Critical path analysis is most useful at this stage
New Price List
Impact of new product on the entire product portfolio
Value Analysis (internal and external )
Competition and alternative competitive technologies
The different value segments ( price, value and need)
Product costs (fixed and variable)
Forecast of unit volumes , revenue and profit
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