Intro service

8/13/2019 Intro service

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Service Marketing


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Marketing Basics

What is Marketing???

Think about organizations/companies (Google,

Trader Joes, The San Jose Chamber of

Commerce, World Wildlife Fund, ) as well as

individuals (politicians, professional athletes, )

They all do marketing! How and why?


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Marketing consists of activ i t iesdesigned to

generate and facilitate exchangesintended tosat isfyhuman or organizational needsor wants.

Marketing Basics


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Personally- in daily life, in career aspirations, in better

informed consumer purchases

Organizationally- only marketing directly producesrevenue; marketing success depends on customer

satisfaction

Domestically- employment and costs, creation of utility

Globally- closed, national markets no longer exist andcompanies compete in markets worldwide

Importance of Marketing:

Marketing Basics


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Evolution of Marketing:

Product-orientation Stage

1. Demand exceeds available supply.

2. All that is made can be sold.

3. Focus is on engineering and generating output, not the customer.4. Epitomized between late 1800s and early 1930s.

make all you can

The American public can have any color car it wants so long as its black.

Henry Ford, referring to the Model T.

1. Supply frequently exceeds demand.

2. Focus is on promotion and pricing; objective is to sell all the inventory.

3. Hard-sell techniques create stereotype of pushy, annoying salesperson.

4. Epitomized between early 1930s and 1950s.

Sales-orientation Stage sell all you make

Marketing Basics


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1. Variety in markets, variety in products.

2. Employs full marketing mix.3. Focus is on customer needs and satisfaction; profitability over volume.

4. Most typical current orientation.

make what you can

sellMarket-orientation Stage

Marketing Basics

Evolution of Marketing:

Service Dominant Logic1. Service industries gain more and more importance

2. Ideas generated in the service field spread to other sectors (like industrial

marketing, marketing for consumer goods, )

3. Intangible product features

make it together with

the customer


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Marketing Goals

1. Customer satisfactionand (service) quality

2. Stimulation of market exchangesand

customer retention

3. Brandingof services, products, and companies

There are three main objectives that are followed by

the marketing discipline:


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Marketing Goals

1. Customer satisfaction and (service) quality

customer satisfaction

delivered (perceived)service/product

expectedservice/product*

Intro service

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