Services Marketing and advertising

Expert services internet marketing has incurred an explosive number of scholarly exploration http://www.vimle.com/  from the very last 20 years, even so due to the fact 1986 there's been no discussion concerning the notion that providers are unique from goods, and thus have earned a special tactic, a list of concepts plus a physique of knowledge (Brown, Fisk, & Bitner, 1994). This essay will explain the distinguishing features of products and services marketing and advertising, giving examples where possible. It will begin by defining providers marketing and giving some background understanding on its divergence from product promoting. It will then examine the four characteristics of expert services, and then finish with an explanation of the extra P's found while in the services marketing and advertising mix.

From the final century there was a large shift in marketing and advertising thought; evolving from a goods-dominated view, in which tangible output and discrete transactions were the focus, to a service-dominant view, in which intangibility, exchange processes, and relationships are central (Vargo & Lusch, 2004). Vargo and Lusch define providers as the application of specialized competences (expertise and skills) through deeds, processes, and performances for the benefit of another entity or the entity itself. Four idiosyncratic features of companies will now be given, highlighting why expert services promoting is different from basic product internet marketing.

Arguably the most distinguishing feature about expert services is their intangibility. Providers are defined in (Zeithaml, Bitner, & Gremler, 2006) as "deeds, processes, and performances". None of these are physical objects in which a customer can take ownership of, even though during a service physical evidence will be apparent from the form of things like medicine the doctors prescribes to you, the photo taken of you riding the rollercoaster, or the food on your plate in a restaurant. This invisibility creates a number of issues for marketers. Firstly there is no stock, making it hard to manage supply and demand. Secondly solutions cannot be shown or displayed to customers, making it hard for marketers to advertise the quality of the service. And finally, because providers don't physically exist, there is difficulty in patenting them, making it easy for other firms to copy your service.

Another notable aspect about merchandise is that on average they stay the same. If you buy a Ford Focus here in Australia, and then go and buy the same model in America, chances are they will both be exactly the same. Products and services are different in that they are heterogeneous, meaning they differ with each use. For example a wildlife tour will never be the same twice, not only because of the random and unpredictable nature of the animals, but the guide may be in a different mood, the weather will have changed, and there will be different customers each time. These factors make it harder to consistently give quality service, which is important to marketers because customers will have a particular set of expectations in mind, based primarily on what was promoted from the service and previous experiences in the particular industry.

Another distinguishable feature about products and services is the fact that it's both produced and consumed at the same time, as opposed to items where customers do not see how the product is manufactured. A good metaphor for this is being at the theatre. Consumers can be compared to an audience, where they watch actors (employees) perform on stage (physical location like a business store) amongst props (physical objects like chairs, tables, pot plants etc). The actors are 'live' and performing (producing) at the same time as the audience are watching (consuming). This brings us to the concept of interactive promoting. In a service, operational staff carries out much of the advertising function (Klassen, Russel, & Chrisman, 1998), and marketers are left to the advertising and promotion.

The final distinction that differentiates companies from merchandise is their perishability. While some merchandise perish very quickly (like water balloons), companies simply cannot be stored, saved, resold or returned at all. Marketers main concern would be the procedure for when things do not go as planned. Customers cannot simply return the service and ask for another one; it is up to the service provider to offer the customer some kind of compensation. If passengers are forced to wait a long time for their flight, employees could provide free coffee and refreshments while they wait, in an attempt to make up for their failing service.

With product marketing the advertising and marketing mix includes the four P's; product, price, place and promotion. Providers use the same elements plus three more to help account for their unique nature.

Firstly there is people, which comprise of everyone that influences the buyer's perceptions, including the buyer themselves. Customers have an active role during the production, and therefore can influence the outcome of their own service or the service of others. For example a large family with screaming children interrupting a young couples romantic dinner at a restaurant. Every person is important to the marketer, no matter how small their role may be. Consider an IT professional who installs computers in people's homes. During that installation the buyer may form an opinion of the service provider as a whole based purely on that IT professionals performance. Sometimes a person is the sole service provider, for example a dentist or lawyer, making their performance and appearance critical to gaining a high perceived quality of service.

The sixth 'P' is physical evidence, which is the environment in which the service is delivered and where the firm and customer interact (Zeithaml, Bitner, & Gremler, 2006). It also includes any physical objects that assist in the delivery of the service. (Lehtinen & Lehtinen, 1991) define it as the environment and its instruments. With some providers customers may find it hard to judge the quality of the service, especially with credence service's like financial advisors or legal advice. It is crucial that advertising and marketing managers address consumer fears regarding risk that results before, during, and after consumption of credence expert services (Keh & Sun, 2008). Because the customer does not have the knowledge or experience to judge the actual service, they instead turn their attention to other things, including the physical evidence of service quality. This would usually come within the form of a professional looking workspace, on the other hand would change with each service provider. For example in a doctors surgery cleanliness would be expected.

Finally there is the service process, including the procedures, mechanisms and flow of activities by which the service is delivered (Zeithaml, Bitner, & Gremler, 2006). When purchasing a service, customers often have a set of expectations of the process of the service, and when these are not met, the perceived quality of service drops. For example in white water rafting a customer might be dissatisfied if, when they arrived, they were told they had to carry the raft to the top of the river first. The process is important because people participate in it, unlike items, where the process is behind doors.

Services represent at least 70% of the nation's total GDP for at least 5 countries, including the United Kingdom and Australia, making it a hot topic for not only marketers, but anyone competing from the business world. Products and services are distinguished from goods by four characteristics; intangibility, they are heterogeneous, there is simultaneous production and consumption, and their perishability. Services advertising differs from product advertising and marketing from the fact that three extra P's are added to the original marketing and advertising mix; people, physical evidence and process.

Matt is a budding university student studying Commerce and Law. He likes to make change for the good and help others achieve their goals.