Concepts and meanings of Enterprise Services
1 Meaning of Enterprise ServicesSector services or tertiary sector is the economic sector that encompasses all those economic activities which encompasses activities related to non-productive material goods services. He started at the beginning of the 14th century. Do not buy property in a direct way, but services that are offered to meet the needs of the population.
It includes sub-sectors such as trade, transport, communications, finance, tourism, hospitality, leisure, culture, entertainment, public administration and the so-called public services, pay them the State or the private sector (health, education, attention to the dependency), etc.
It directs, organizes and facilitates the productive activity of the other sectors (primary sector and secondary sector). Although it is considered a production sector, as its main role is in two steps of economic activity: distribution and consumption.
The predominance of the tertiary sector against the other two in the more developed economies allows you to talk about the process of outsourcing services.
2. Definition of Enterprise ServicesA service is any activity or benefit that one party can offer to another that is essentially intangible and does not give as a result ownership of anything. Its production may or may not be linked to a physical product. Activities such as renting a hotel room, deposit money in a Bank, travel by plane, watch a movie and getting advice from an engineer involve all purchases a service.
An enterprise should consider four special service features when you design your marketing programs: intangibility, inseparability, variability and perishable nature. It is schematically
• The intangibility of the service, means that services cannot be see, taste, feel, hear or smell before buying them. For example, people who undergo plastic surgery can not see the result before the purchase and airline passengers have nothing, except a ticket and the promise that will take them to their destination.
To reduce uncertainty, buyers are looking for 'signals' of the quality of the service. They arrive at conclusions about the quality based on the place, people, price, equipment and communications that come. Therefore the task of the service provider is to make the service tangible in one or more ways. While product marketers try to add tangible aspects to its intangible offerings.
Physical goods are produced, then she is stored, then sold and still more are later consumed. In contrast, services are first sold and later are produced and consumed at the same time.
• The inseparability of the service, means that services cannot be separated from its suppliers, no matter if those providers are people or machines. If an employee of service provides the service, then the employee is part of the service. Because the client is also present when the service, provider interaction - client is a special feature of the marketing of services. Both provider and client affect the result of the service.
• The variability of service, means that the quality of services depends on who provide them, as well as when, where and how they are provided. For example, some hotels, such as El Araucano, have a reputation of providing a better service than others. Despite that, inside the hotel, an employee of the Office of reception can be jovial and efficient, while another, who is standing a short distance, can be unpleasant and slow. Even a single employee of the hotel service quality varies according to his energy and his State of mind at the time of each meeting with the client.
• The perishable nature of the service, means that services cannot be stored for subsequent sale or use. Some doctors charge patients when they are missing appointments, due to the value of the service it only existed at that point and disappeared when the patient did not submit it. The perishable nature of the services is not a problem when demand is constant. However, when demand fluctuates, service companies often experience difficult problems. For example, due to the demand in pick seasons, transport undertakings must have more equipment than would be required if the demand were evenly throughout the year. Therefore, services firms must design strategies to try to match the supply and demand. For example, the hotels and resorts charge lower prices out of season, to attract more guests. And restaurants hire employees per hour so that they serve during the pick.
Marketing strategies for service companies
As well as manufacturing, good companies of service companies use marketing be solidly positioned on markets that have chosen as their goal. Returning to the example of the Araucano Hotel, is positioned as one that offers a memorable experience that "enlivens the senses, instills well-being, and satisfies even inexpresados of our guests needs and desires". These and other service companies establish their positions through the traditional marketing mix activities.
However, since the services differ from tangible products, they often require additional marketing approaches. In a business's products, products are quite standardized and can remain in the Windows waiting for customers. But in a service business, customer and employee of the front line service interact to create the service. Therefore, service providers must interact with customers in an effective way, in order to create a higher value during service meetings. The effective interaction, in turn, depends on the skills of the employees of the front and the production processes and the service line of supports that they support those employees.
3 Concept of Enterprise ServicesService companies to those which are designed to provide an activity that people need for the satisfaction of their needs (recreation, training, medicine, counseling, construction, tourism, detelevision cable, deorganizacion for a celebration, light, gas and so on) for a fee are called. They can be public or private.
The product offering is intangible (not can be perceived with the senses), although Yes we can observe that a whole network of personnel and equipment that allow to carry out its task has been created. For example, in the transport service there are drivers, vehicles and offices to the public, and so on, but what it sells is the transport as a service in itself, the transfer from one place to another, the rest are a means to achieve the objective. In these companies, not purchase an already made product, as it is the case with a pair of shoes, but the provision we hire consists in a make and not a give.
These companies, non-profit organizations, warn the needs and resources of the Group of people that they will be aimed, through a market study, and looking to do something that solves them lack. For example, install a private school, in a place where there are good free public schools and lapoblación has low purchasing power, would not be a good decision. On the other hand, offer services of cleaning or security in an area where there are many sumptuous buildings, may be a good idea, if you find that they do not have them.
Service companies comprise what is called tertiary sector of economies, and is that has grown the most in developed countries, where the majority of the population is dedicated to it.