Services Marketing - Bachelor of Business Essay

go Marketing - Bachelor of Business - Essay ExampleConsequently, a problem of identification, classification, and evaluation of service and goods components of a ware with further individualized development of a grocerying campaign emerges. A number of studies withstand been conducted in this area of marketing however, the field is still relatively new and is more relevant, considering the global market tendency, then ever (Lovelock, C., & Wirtz, J. 2004).In order to develop marketing strategies and promotion with planning in particular, the product must be categorized in the first place. Product can be defined as anything offered in a market that might satisfy a want or a take up and is further subdivided into two categories services and goods. The major difference amidst the two is tangibility while a good is a material product one can tough and feel, service is intangible and is ordinarily consumed during the production process. As previously stated in the introduction, a g lobal market shift to boom service solutions results in emergence of mixed products, that have characteristics of both goods and services. ... orization can be brought down to the prune of whether a product has more good or service features and thus can be placed on a continuum of good or service dominant products (Lovelock, C., Patterson, P.G., & Walker, R.H. 2001). To illustrate, consider the two service industries treat and auto repair industry. While nursing has dominating service elements and can be regarded as a highly service dominant product, auto repair industry has dominant good characteristics as the complete of tangibility rises and thus is considered to be a good dominant product. Consequently, a marketing strategy that distinguishes between elements of goods and services in a product sees a product from a customers point of view and backwards seeks a product that would satisfy complete customer needs. Service Dominant and Good Dominant Products concern Implicatio ns Product classification into good and service dominant products has similar implications for both management and marketing. The categorization in a need to imply a separate set of plans to good and service elements of a ace product. Consequently, marketing and management approaches differ not only between two, three, or more products, but to a fault between the aspects within a single product. Thus, the approaches are individualized, become more specific fore for each one product and more complex if to consider an organization as a whole (McColl-Kennedy, J.R. 2003). On the former(a) side of the fence, such categorization offers new opportunities for management of service and good dominated products. Doris Van Doren, Jane Durney, and Colleen Darby when considering the way out of service line management as a strategic tool for generic services, discuss managerial approaches used in health care institutions (1993). While the majority of