If your business sells intangible services, it’s important to become familiar with the nuances of service marketing. endobj 5 0 obj <> - • The particular service parts the particular service – marketing for nonprofit corporations and professional service firm are substantial. “If services marketing becomes a sub-discipline with its own stance, this could challenge the universality of marketing theory and the coherence of marketing as a separate discipline” “Why do we need to pay special attention to the marketing of services, when they are just an aid (an important though) to the 13 0 obj %%EOF The importance of the service sector in … h��Xmo9����S�f��R�RZP���q��&N���� P~��8M��Kڣҝt����b���L�^1����HK�a����dR�8���1��L G��aJ&Q�(I�>�Q���U㠔�ԓ����cO�@�h�&~V辂�E9�3�u��+_}Ƒ���0d�ӚY�@o��A�A�Ѓ}x��hY8��pG�^B0��cx'0�!��S8���� ~�e��1\��}�f���FŬ��{>�0� a�:����Ik��k�I�,��0�ZLC|��0�9�g����5ml_�|&�J*�K\EV���2Tu���,�:���Xe��,@ T�+F���@���)T? The model does not apply to products. %PDF-1.5 organizations. Business owners who offer services to customers might not have a clear idea of how to market those services. Ans. service marketing important. endobj The marketers in these fields face with the moral restrictions and other limitations. It also shows the key marketing activities that occur between those actors. 5821 0 obj <> endobj 15 0 obj In services marketing the role of pricing is even more important, as ma ny ser- vices are intangible in na ture, so customers rely mos tly on price while assessing the level of their quality . %PDF-1.5 %���� <> Service Quality And Its Importance Marketing Essay 2.1 Introduction: The basic purpose of the literature review is to investigate the relevant literature and other available resources to understand it in a wider context. &�^�y�a�?|��RG��'�r9�e��e�G�u�i�l�S�$pT�Y6��VY�:�O�K`x�Q�6Qf��(��5�J"Nf��;��|T��5�Y�w�*�y>�ʪ&81)6¬�E���k�-�5���aX��3��eب}�b6���G)�-m��t�k�����m�godb.�����D�*Z�v���b m��u�L�Q�1��,�. other important marketing activities can have serious shortcomings: the customer’s needs may be overlooked, the organisation may sell goods and services that the customer does not need, or the customer may have needs for the organisation’s products and services but may purchase the wrong ones. <> Effective service marketing is important because, without it, service providers would not attract and retain customers. endobj 12 0 obj He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. endobj <>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> endobj X�W��� 17 0 obj describe best practices by innovative service . <> 5868 0 obj <>stream <> It contributes to GDP, provides employment, generates foreign exchange due to exports, etc. (Kotler, 1388, Woodruffe, 1385) f) The main functions of service agencies in marketing 1. $.' 2 0 obj Abstract The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. stream 16 0 obj The service industry has been growing during the recent past due to various reasons. Market strategy and marketing mix strategy are expected to influence customer value endstream 11 0 obj endobj <>>> While the foundations of marketing products also carry over to the business of marketing services, there are some differences and distinctions of which you need to be aware. The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM.