Essay about service marketing zeithaml
We use cookies to give you the best experience possible. The paper begins with the various views regarding intangibility of services from scholars. Some view intangibility as important characteristics in distinguishing products from services.
Service Marketing - Free Marketing Essay - Essay UK
Others look at intangibility as insufficient condition to divide products and services. Then, the two main marketing zeithaml of tangibilization, operation-based and marketing-based tangibilization are examined. The opportunities and problems in tangibilizing services are followed.
Next, managerial implications tell marketing practitioners how they should exploit the opportunities and minimize zeithaml impacts of tangibilization problems. The paper is ended with the future research to give readers the list of unanswered questions in the areas of essay about tangibilization.
Introduction Essay about service marketing zeithaml the four characteristics; intangibility, inseparability, variability, and perishability; which differentiate products from services, there is argument that zeithaml single most important characteristic is intangibility. Moreover, it has been said that intangibility is the key to article source whether or not an offering is a service or product Zeithaml and Bitner, Indeed, the broad definition of services implies intangibility as a zeithaml determinant of whether an offering is a service or not Oberoi essay about service marketing zeithaml Hales, ; Zeithaml and Bitner, This zeithaml characteristic has a profound effect on the marketing of services Lovelock, ; Rushton and Carson, This characteristic, intangibility, has been essay about service marketing zeithaml in many literatures to be the most likely reason for essay about other service marketing characteristics; inseparability, variability, and perishability.
However, some scholars have argued that the intangible-tangible dimension is difficult for consumers to understand, and that the importance of service marketing might have been overemphasized Bowen, ; Wyckham et al. In other instances, some scholars claim that it is nearly impossible to say marketing zeithaml a certain business. This results in a product and service continuum, where highly tangible goods are placed at one end of one continuum, and highly intangible services are placed at the opposite end, and the goods service bundle is located somewhere in between the two.
Despite contradictory opinions regarding the uses of tangibility and intangibility to differentiate services, the attempts to zeithaml services more tangible proves to produce fruitful results in the marketing of services.
This paper explores the opportunities and problems in doing so. Also, the paper provides some managerial implications for marketing practitioners. Approaches to Service /an-essay-about-teachers.html There are two main approaches to service tangibilization.
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For example, Parasuraman et al. Examples of marketing-based tangibilization practices essay about service marketing zeithaml pictures of essay about service marketing zeithaml equipment and decoration at the points of services or in marketing materials. Hence, these actions enlarge the market scale, raise essay about service marketing zeithaml standardization of services, and consequently reduce costs and overhead.
There are 6 strategies for marketing-based tangibilization.
First, Quantitation means the techniques that represent service contents with quantitative cues, such as numbers, statistics, measures, and other numerical data. From the practical perspective, service cues such as price, history of the providers, financial and capital conditions, amount of employees and existing clients, zeithaml other quantifiable information are the practices Grove et al. If services essay about be portrayed /writing-schools-california.html illustrated with essay about service marketing zeithaml cues, then it is easy for consumers to perceive exact conditions of services, and hereafter feel the services to be tangible.
The ranking for top 50 education institutes is a typical example of essay about service marketing zeithaml. Third, factualization is essay about service marketing zeithaml technique that service providers use to illustrate their services by a literal proclaimed statement, essay about service, and representation such as figures, pictures, and images, properly setting and equipping at a point of service and a demonstration of service marketing, among others.
It is marketing zeithaml important that the service marketer understands these expectations across the intangibility continuum. At this point, it appears that the first task for the essay about service marketing zeithaml provider is to define adequately the service which is being delivered to the consumer. One must determine whether the outcome essay about service marketing zeithaml the service act results in a tangible possession, an intangible or master thesis length kth service — product bundle.
Next the service provider must determine whether the click here is or is not experienced by the consumer.
The opportunities and challenges of marketing Services Essay
The tangibility index and the tangibility-intangibility matrix are a good starting point essay about service marketing zeithaml this analysis. Understanding the essay about service marketing zeithaml of consumer experiences and marketing zeithaml outcomes as they relate to intangibility will assist the service provider in planning strategic marketing options for the service.
However, businesses need to be cautious in promoting their reliability. Overstating or exaggerating claims concerning reliability can have the click of raising consumer expectations unnecessarily.
The opportunities and challenges of marketing Services Essay Example for Free
Businesses should work on being reliable first, then work on letting the consumers know about it through MBT. Insuring reliability means a management commitment to service essay about service marketing zeithaml. As in the production of tangibles, the production of intangibles requires standardization without compromising customization potential.
Standardization of services requires the use of hard and soft technologies to provide consistent service to customers. Hard technologies, or replacing company personnel with machines, can help insure reliability of routine essay about service marketing zeithaml. The opportunities and challenges of marketing Services.
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