Concepts and meanings of Marketing Services
Meaning of Marketing ServicesWe will understand by services to "all those activities identifiable, intangible, q are the main object of an operation that is conceived to provide the satisfaction of needs of consumers." Service organizations are those that do not have as main goal making tangible products that buyers have always, therefore, service is the object of marketing, i.e., the company is selling the service as a central core of its offering to the market. Another similar definition is which States that: "a service is any act or function that a party can offer to another that is essentially intangible and does not result in any property. Its production may or may not be linked to a physical product." However, a universally acceptable definition of the services so far has not been. From a marketing point of view, both goods and services offer benefits or satisfactions; both goods and services are products. The narrow vision of a product says that it is a set of attributes, tangible and intangible, physical and chemical, gathered in a special way. Broad vision, the vision of marketing, says that it is a set of attributes, tangible and intangible, that the buyer can accept for your needs and desires. Thus, in the broadest sense, all product has intangibles for him because everyone sells intangible assets in the market, regardless of what occurs in the factory.
Factors that have driven the growth of services1 Change in family structures: the largest number of working women and the smaller size of the houses has caused the increase in nurseries, food take-out, laundry services.
2. Change of expectations: the increase in expectations has resulted in a greater demand for holidays and all forms of entertainment.
3 Increase in free time: biggest holiday periods and fewer hours of work have significantly increased the demand for travel, education, sports and leisure...
4. Greater number and complexity of products: this has meant an increase in requirements for repair, advice and maintenance specialists.
5 Levels of unemployment: high levels of unemployment have meant a continuous growth in the number of independent employees, most of whom work in the service sector.
6. Increased complexity of information and communication requirements.
Characteristics of servicesThe most frequently established features of services are:
• Intangibility: Services are essentially intangible. Often it is not possible like, feel, see, hear or smell services before purchasing them. Opinions and attitudes; can be searched in advance a repeat purchase may rest in previous experiences, customer you can give something tangible to represent the service, but eventually the purchase of a service is the acquisition of something intangible. The above follows that invisibility is definitive that distinguishes services products the characteristics and that inviolability means both something tangible something mental. These two aspects explain some of the characteristics that separate the marketing of the product from the service.
• Inseparability: frequent services cannot be separated from the person of the seller. One consequence of this is that the creation or execution of the service may occur at the same time as its consumption, whether this partial or total. The goods are produced, then sold and consumed while services are sold and then produce and consume generally simultaneously. This has great significance from the point of view of practical and conceptual, indeed, traditionally has distinguished itself neatly functions within the company well separately, with certain interrelations among them usually at the level of coordination or information transfer which serves as input for one or the other; However, here we can appreciate more a merger that a coordination, production staff of the service, in many cases, is the seller and/or interacts most directly with the customer or user while this makes use of the service ("eat"). Let us remember that in manufacturing usually staff in production and the production process itself, not involve direct interaction with the consumer
• Heterogeneity: is often difficult to achieve standardization of services production, since each "unit". Provision of a service may be different from other 'units'. Moreover, it is not easy to ensure the same level of production from the point of view of quality. From the point of view of customers is also difficult to judge the quality prior to purchase.
• Perishability: Services are likely to perish and can not be stored. On the other hand, for some services a fluctuating demand can aggravate the perishability of service features. Key decisions must be made about what maximum level of capacity must be available to meet the demand until they suffer sales service. Also should pay attention to the times of low levels of use, the ability to reserve or the option of short-term policies that balance the fluctuations of demand. Take the case, for example, in the capacity of a hotel versus a manufacturing company, the latter has greater flexibility to deal with increases in the quantity of goods demanded and can, in general, increase production shifts to cope with it, but what happens in the case of a hotel when the number of passengers increases beyond the number of rooms that owns?What happens when many fewer who come to the hotel?;
• Property: The lack of ownership is a basic difference between a service industry and an industry of products, because a client can only access to use a particular service. The payment is done by the use, access or rental of certain elements.
• Exclusive aspects of services that guide the formulation of the strategy of service marketing:
(• a) the predominantly intangible nature of a service can make more difficult the selection of competitive offerings among consumers.
(• b) when the service producer is inseparable from the same service, it can locate the service and offer the consumer a more restricted choice. The basic elements that comprise a marketing strategy are those related to segmentation, positioning, and the combination of marketing, marketing mix or commercial mixture. Segmentation and marketing strategy positioning stages are basically the same for both goods and services. Yes presenting differences is in the elements that make up the marketing mix.
• Positioning: Correctly position a service in the market is to make it more desirable, compatible, acceptable and relevant for the segment goal, differentiating it from the one offered by the competition; in other words, offer a service that is actually perceived as 'unique' for customers. Service, be well positioned, makes that the segment identifies it perfectly with a set of wishes and needs in its own scale of values, making the degree of loyalty of the same greater and stronger with respect to those offered by competitors.
• Current positioning (identification) consists of determining which currently resides the service according to your preferences or tastes of consumers, in comparison with competitive services. b) Ideal positioning: this stage can be approached from two points of view:
• Ideal positioning of the consumer: consistent in determining what the consumer desires with respect to the class of service offered.
• Ideal positioning of the company: consists of determining what the company wants to determine reflect as an ideal service. Here is where known comparative advantages over its competitors from its present position (if applicable) .c)
Desired positioning: Consists of determining the way of positioning the product or general for the development or design of the Marketing Mix to reach the ideal situation for the consumer and the company, which will represent the Guide.
Marketing Mix: The best-known in the current literature marketing mix refers to the combination of four variables or basic elements to consider for decision-making regarding the planning of the marketing strategy in a company. These elements are: product, price, place and promotion (the four p. stemming from Product, Place, Price and Promotion). This is the blend most used in the market for goods.
Relations with the client in the marketing of servicesMany companies do not come to understand their customers with precision since its approach to relations with the client is incorrect. When companies focus on new customers easily fall into the trap of short-term promotions, price discounts or flashy ads which, although they attract customers aren't enough to bring them back. This since this type of promotions tries to attract customers but they do not create image or positioning.
On the other hand, when companies begin to understand customers over time, each time with greater depth, and are better prepared to respond to their changing needs and expectations. However should be noted that companies should also focus on existing customers, because your company is too focused on the needs and requirements of new customers, may lose existing customers since it does not cover your needs.
Building relationships with the client previously was not a priority. Today, with the advent of clients more informed, more educated and more demanding, this is a process also more demanding in the attention of the management of enterprises. Now that the technology allows customers to initiate and make their own transactions, in a mechanism virtually without borders, without limits and without barriers.The balance of forces has turned towards the customer.
Customer relationship management processes should help the company acquire, hold and cultivate long-term relationships, helpful with potential.
The success in business is today, based on building long-term relationships with their customers. Hence, the current focus of the business on customer satisfaction, customer loyalty and customer relationship management. It is not enough to recognize the importance of relations with the client. It is really convenient to measure the strength of these relationships, especially when implementing market strategies.
Definition of Marketing ServicesAt the urging of Marketing, Marketing Services, is that branch of the discipline which deals with goods and services so in regards to promotion for your best marketing.
It should be noted that within the Marketing area will identify as services to those activities that can be identified, are intangible and happen to be the primary purpose of a transaction that takes place with a mission to provide satisfaction to the consumer.
Taking into account the aforementioned is that when it comes to promoting services there are particular strategies to achieve the performance and the expected benefit of them within a market and then such issue will address the area within Marketing that we call as services Marketing.
The primary features that boast the services include the following: intangibility, perishability, inseparability, property and heterogeneity, meanwhile, of the same is that they should be starting any type of business strategy.
What most makes dent in this sense is the intangibility of services feature, since they cannot see, smell or hear, among other alternatives and so is such a State of things does nothing but complicate the selection of offers by the customer; and also the impossibility of storage, or their perishability, turns out to be another one of the stumbling blocks to which the marketing of services should overlap. Business strategies, obviously, should be directed in the direction of streamlining these complications.
Trade secret, no doubt, will be in the correct positioning of the service in the market in which marketed it is and such matter is plausible get it making it desirable, compatible and relevant for the market to which it is directed. Also, differentiation with respect to competition, i.e. do that consumers perceive it as unique in its category help your choice, or failing the recommendation in the environment and fidelity to the service once elected.
Concept Marketing ServicesThe discipline dedicated to the analysis of markets and consumer behaviors is known as marketing or marketing. Its objective is to work in the commercial management of the companies to retain and gain the loyalty of customers, introduce new products, etc.
Services, on the other hand, constitute the set of activities that a company carries out to meet the needs of the client. A service is a good material (intangible) not, which usually comply with features such as the inseparability (production and consumption are simultaneous), the perishability (you cannot store) and heterogeneity (two services may never be identical).
The definition of these concepts allows us to make reference to the marketing of services, which is the branch of marketing that specializes in this special category of products or goods.
This specialization of marketing, therefore, must start from the basic features of services (intangilibidad, inseparability, perishability and heterogeneity) to establish commercial management strategies.
This means that the marketing of services should take into account the preponderantly intangible nature of the service (which may hinder the selection of competitive bids by the consumer) and the impossibility of storage (something that brings uncertainty to the marketing of services), among other issues.
The marketing mix of this branch of marketing presents several differences against the marketing of products, since in this case the technology and type of main customer are fundamental. Marketing usual mix, on the other hand, does not include elements that are essential to the generation and delivery of service.