Johnston and Clark (2001, p.3) point out, that everybody is everyday coming several times into contact with service operations. Following Bruhn (1993, p. 781), highly developed economies can be characterised by an over proportional and strong growth of the service sec-tor. Evidence to this statement can be given evidence looking at the statistics in different countries. For example: In 2005, 72% of all employees in the Federal Republic of Germany had been employed in the service sector, representing an increase of 13%-points compared to 1991 (Statistisches Bundesamt, 2007, p. 291).
The before mentioned development, as well as the dynamic of service sector in itself, has lead to an increasing interest in the special problems of service marketing (Rust and Chung, 2006, pp.560-561). The present essay will explore particularities regarding the marketing mix in service operations. Therefore, first of all the most important terms such as service, service marketing and marketing instruments will be defined. In the following, the 7P’s of the mar-keting mix for service operations under consideration of the characteristics of services will be examined. Finally, the most important findings and interactions will be summarised and con-clusions will be derived.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Definitions
- 2.1. Service
- 2.2. Service Marketing
- 2.3. Marketing Instruments
- 3. Particularities in the marketing mix of service operations
- 3.1 Intangibility of services
- 3.2 Capability of the service provider
- 3.3 Integration of an external factor
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This essay explores the particularities of the marketing mix within service operations. It begins by defining key terms such as service, service marketing, and marketing instruments. The essay then examines the seven Ps of the marketing mix for service operations, considering the inherent characteristics of services. Finally, it summarizes key findings and draws conclusions.
- Defining service, service marketing, and the marketing mix within the context of service operations.
- Analyzing the challenges posed by the intangible nature of services.
- Examining the role of service provider capabilities in marketing strategies.
- Exploring the impact of external factors (customers, environment) on the service marketing mix.
- Identifying strategies to overcome challenges inherent in service marketing.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction introduces the growing importance of service marketing in developed economies and outlines the essay's structure.
Chapter 2: Definitions provides definitions of key concepts: service (including its intangible nature and the role of the service provider), service marketing (highlighting its universality despite specific service characteristics), and the marketing mix (initially presented as the 4Ps, later expanded to 7Ps).
Chapter 3: Particularities in the marketing mix of service operations delves into the specific marketing challenges arising from the characteristics of services. It examines how the 7Ps (product, price, place, promotion, process, personnel, physical evidence) can be utilized to address these challenges in the context of intangibility, service provider capabilities, and the integration of external factors.
Schlüsselwörter (Keywords)
Service marketing, marketing mix (7Ps), intangibility, service provider capabilities, external factors, customer expectations, service quality, process management, personnel management, physical evidence, pricing strategies, promotion strategies, demand management, customer relationship management.
- Citar trabajo
- Dipl.-Kfm. (FH), MBA Martin Wenderoth (Autor), 2007, Particularities in the Marketing Mix for Service Operations, Múnich, GRIN Verlag, https://www.grin.com/document/122115
