Theservice concept has been defined variously throughout the years, Haskett(1986), defines it as the way in which the “organization would like to have itsservice perceived by its customers, employees, shareholders and lenders”, i.
e.the organization’s business proposition. It has also been defined as theelements of the service care package, this is related to what Collier (1994)named it as “customers benefit package”, i.e.
the things that provide benefitand value to the customer.TheConcept of Service Marketing. Service marketing has increasedin importance in the 21st century thanks to growth in the service sector of the U.S.economy. More companies are offering intangible service solutions that require expanded marketing consideration beyondconventional productmarketing.
The importance of the service marketing has been increased in the 21stcentury. More companies are offering intangible solutions which requireexpanded marketing consideration beyond conventional product marketing.2. Role of the marketing mixThe marketing mix is a tool for creating the right marketingstrategy.
This is the assessment of the roles of your product, promotion, price,and place plays a vital part in your overall marketing approach.The mix helpsan organization to determine which marketing strategy is right for theorganization. It is the first step for an organization even before creating itsbusiness or marketing plan. The reason is that thw marketing mix decisions alsohave an impact on organization’s positioning, targeting, and segmentationdecisions.Theorganization can make the targeting and segmentation decisions based on itsproducts while positioning can be decided on the basis of the price of theproducts. These decisions also have an impact on the decision you makeregarding the promotion and price.
Therefore, the marketing mix strategy goeshand in hand with positioning, targeting, and segmentation.3. Using the promotional mix Whensomeone promote a business, they’re engaging in persuasive communication andthe target is to convince others to buy from them. They must select the rightpromotional strategy to,1. Capture the attention of theright group of potential customers in a credible yet catchy way.
2. Educating them about particularproducts or services.3. Influence them to buy theproducts or services.Apromotional mix is an allocation of resources among five primary elements:1. Advertising2. Public relations or publicity3. Sales promotion4.
Direct marketing5. Personal sellingThecommunications process will succeed if:§ Theorganization deliver a clear, compelling message: Theorganization may have several important or beneficial product features, but ifthey don’t emphasize what’s most important to their target market or if theyoverwhelm prospects with too much data, there is a chance to rejecting themessage.§ Choosingthe most appropriate promotion method: To effectivelyconvey the message, the organization must understand the best way to reach thetarget market.
§ Understanding the main communication channelare also important.§ Advertising: Advertisingis any paid form of media communication which includes print ads in magazines,trade journals and newspapers, radio and TV announcements. Web-basedvisibility-building, and billboards are also included here.§ SalesPromotions: In-store demonstrations, displays, contests and priceincentives are known as sales promotions.§ PublicRelations (PR): These activities promote a positive image, generatepublicity and foster goodwill with the intent to increase sales.§ DirectMarketing. Aform of advertising aimed directly at target that asks the receiver to takeaction, such as ordering a product, clipping a coupon, phoning a toll-freenumber or visiting a store.§ PersonalSelling.
Face-to-facecommunication between buyer and seller. Sponsorship: Sponsorship allows smaller companies tocompete with their industry giants and target audiences often perceive sponsorship in a positive way.They see some individual as making a greater effort to support the event, oftenallowing more or better activities to take place as a result of the sponsorship. Sponsorship should never beconfused with advertising. Advertising is considered a quantitative medium,whereas sponsorship is considered as a qualitative medium. It promotes acompany in association with the sponsee.