Nearly 70 percent of the Gross National Product of the United States and other industrial nations can be traced to services Lovelockwhile up to three-quarters of those employed in some countries labor in service sector occupations Bateson Scholars and researchers have given significant attention to how the marketing of services differs from the marketing of goods Berry ; Sasser ; Zeithaml, Berry and Parasuraman ; etc.
Definition[ edit ] Marketing is defined by the American Marketing Association as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions" of a business aimed at achieving customer interest and satisfaction. The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
However, because the academic study of marketing makes extensive use of social sciencespsychologysociologymathematicseconomicsanthropology and neurosciencethe profession is now widely recognized as a science,  [ not in citation given ]allowing numerous universities to offer Master-of-Science MSc programs.
Concept[ edit ] The 'marketing concept' proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. Given the centrality of customer needs and wants in marketing, a rich understanding of these concepts is essential: Something necessary for people to live a healthy, stable and safe life.
When needs remain unfulfilled, there is a clear adverse outcome: Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.
Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.
When needs and wants are backed by the ability to paythey have the potential to become economic demands. Marketing research, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's unmet needs.
A product orientation is based on the assumption that, all things being equal, consumers will purchase products of a superior quality. The approach is most effective when the firm has deep insights into customers and their needs and desires derived from research and or intuition and understands consumers' quality expectations and price they are willing to pay.
For example, Sony Walkman and Apple iPod were innovative product designs that addressed consumers' unmet needs. Although the product orientation has largely been supplanted by the marketing orientation, firms practising a product orientation can still be found in haute couture and in arts marketing.
Consequently, this entails simply selling existing products, using promotion and direct sales techniques to attain the highest sales possible. A meta analyses  has found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge knowledge of market segments, sales presentation skills, conflict resolution, and productsdegree of adaptiveness changing behaviour based on the aforementioned knowledgerole clarity salesperson's role is to expressly to sellcognitive aptitude intelligence and work engagement motivation and interest in a sales role.
A production orientation may be deployed when a high demand for a product or service exists, coupled with certainty that consumer tastes and preferences remain relatively constant similar to the sales orientation.
The so-called production era is thought to have dominated marketing practice from the s to the s, but other theorists argue that evidence of the production orientation can still be found in some companies or industries.
Specifically Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers Market orientation The marketing orientation is perhaps the most common orientation used in contemporary marketing. It is a customer-centric approach that involves a firm basing its marketing program around products that suit new consumer tastes.
Descriptive essays can be the easiest essays to write, once you come up with a good topic. Here is some bits of advice and a nice long list of great descriptive essay topics to help and inspire. Need help with your Essay, Dissertation or School Assignment? our writing service is here to help. Our company provides assistance with over 10, essays every single year to students who, just like you, are looking for help to obtain the best grade possible. Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.. Digital marketing's development since the s and s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing.
A firm in the market economy can survive by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm 's future viability and even existence as a going concern.
In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other department's within the firm.
As an example, a marketing department could ascertain via marketing research that consumers desired a new type of product, or a new usage for an existing product.Here is your Sample Essay on Marketing. Article shared by: It is concerned with identifying existing needs and then converting them into a product or service.
Besides, even after the product has reached the consumer or user, the marketing effort does not necessarily come to an end. There is a question of follow-through to ensure that the. Descriptive essays can be the easiest essays to write, once you come up with a good topic. Here is some bits of advice and a nice long list of great descriptive essay topics to help and inspire.
MARKETING ASSIGNMENT Report By: Tosh Introduction This report aims to introduce an improved bicycle repair service product for Halfords group plc.
Essay about Service Marketing ; Essay about Service Marketing. p).
Basically, this essay will state the relationship between queuing and customer satisfaction, as well as relationship between customer satisfaction and importance of internal marketing in service product development.
The first part of this essay will discuss the. I completely forgot about the essay, and this service became my lifeline!
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Service Product Marketing Order Description report stucture Details As a consumer you have used many services in your local area. I am sure that you have at some stage been to a local restaurant, seen a doctor, or visited a tourist attraction near your home.