Services Marketing A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased‚ and cannot be owned since is quickly perishes. A person could go to a café one day and have excellent service‚ and then return the next day and have a poor experience. So often marketers talk about the nature
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1.0 OVERVIEW OF THE SERVICE INDUSTRY We have always had service industries‚ and indeed there are numerous biblical references to services as diverse as inn keeping‚ money lending and market trading. Over time‚ the service sector has grown in volume and in the importance attributed to it. According to Baker J.M et al‚ The Marketing Book 5th Ed‚ (2003)‚ early economists saw services as being totally unproductive‚ adding nothing of value to an economy. He quotes Adam Smith as having included
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Dan Karney open the first Pizza Hut in Wichita‚ Kansas. In 1972 there were 1000 Pizza Hut restaurants throughout the USA. Then in 1973 Pizza Hut went international. Later on‚ in 1977 PepsiCo buys Pizza Hut‚ with 3‚000 U.S. units. In 1989 the Pizza Hut Jobs Plus program expands Nationwide to employ more than 10‚000 individuals with physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate initiative of its kind in the food service industry. On October 6‚ 1997
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In the late 1940s‚ Dick and Mac McDonalds were searching for a way to improve their little drive-in restaurant in San Bernardino‚ California. They invented an entirely new concept based upon speed service‚ low prices‚ and big volumes. Word of its success spread quickly and in 1952 they had more than 300 franchising inquires a month from all over the country. McDonald’s is now the largest and best-known foodservice retailer and one of the two best-known and powerful brands in the market. With more
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achieve international growth be it service or manufacturing sector. There are many routes for expansion such as‚ Greenfield investment‚ Joint venture‚ Mergers and acquisitions‚ sales or marketing alliances (The Economist‚ 2007). There will be many obstacles to achieve this. Services are an important part of global economy and this is increasing. While most of the international business strategies and theories which are good for manufacturing sector could be used for service firms but there are critical
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Final case study Marketing Mix of Nike Products • Nike’s focus is athletic footwear and sport apparels for practicing sport as well as for every day usage. • Low labor prices because the production facilities are located close to the raw material. • Brand also offers few new products include sport balls‚ timepieces‚ eyewear‚ skates‚ bats‚ and other equipment designed for sports activities. • The most famous product categories of Nike includes: Running‚ Basketball‚ Cross-training‚ Outdoor
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Marketing Mix Product Consumers consider products as bundles of benefits that satisfy their need. The basic level of a product is the core benefit to the customer. People who buy Panadol for cold and flu are buying more than a pill that is used for fast effective temporary relief for symptoms of cold and flu. They are buying on-the-go health that provides close-to instant relief to the illness. The brand‚ Panadol‚ has long dominated the retail scene. This is because GSK‚ the manufacturer of Panadol
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Marketing Mix As an established company‚ JCB have a strong marketing mix that has helped topromote them to where they are today. JCBs marketing mix is made from acombination of a good range of quality products‚ fair pricing‚ good promotion andvast product placement; each area comprising of one or more sub-elements‚ thatmay overlap into another section of the mix. Product - Quality To see JCBs ability in producing good quality products‚ clients need only look at their history and achievements
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Marketing Plan: - Marketing plan is the central instrument for directing and coordinating themarketing efforts. The marketing plan operates at two levels: Strategic marketing plan: - This plan lays out the target markets and the values propositions the firm will offer‚ based on an analysis of the best market opportunities. Tactical marketing plan: - This specifies the marketing tactics‚ including product features‚ promotion‚ merchandising‚ pricing‚ sales channels and service. MARKET ANALYSIS
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Target customer Over 30 years old men‚ who are middle income level‚ preventing hair fall problem. User Status: Potential users‚ regular users 4Ps 1. Product I am going to talk about the product of marketing mix for these shampoos. Product is plays a principle roles in marketing mix. Now‚ I would like to elaborate by levels of product and product classification. First‚ I want to talk about the BAWANG Man’s Anit-hair Fall Shampoo. The core benefit of the shampoo is that the customers can
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