Problems And Strategies In Services Marketing

Valarie A. ZeithamI, A. Parasuraman, & Leonard L Berry Problems and Strategies in operate Marketing This term compares problems and strategies cited in the function market literature with those reported by actual do suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this analogy and on guidelines for approaching work in work trade. T HREE basic presumptuousnesss pervade the evolution body of literature on go marketing. TTie first holds that a outcome of unique characteristicsnotably intangibility, inseparability of production and consumption, heterogeneity, and perishabilityseparate receiptss firom tangible goods. The second assumption maintains that these characteristics pose vexing problems for service marketers that are not confront by goods marketers. The third and concluding assumption holds that services marketing problems require services marketing solutionsthat strategies developed from experien ce in goods marketing are ofttimes insufficient. The purposes of this article are: (1) to assert a conceptual cloth summarizing the unique characteristics of services, the problems stemming from tlKse characteristics, and the strategies suggested as permit to overcome the problems; (2) to report the findings of a national survey of managers of service firms concerning the problems they face and the marketing strategies they apply to overcome them; (3) to compare the problems and strategies cited in the literature with those reported by managers of services firms; and (4) to offer recommendations for the cultivation of services marketing thought. literary works on Services Marketing The rationale for a separate treatment of services marketing centers on mutter existence of a number of characteristics of services which are consistently citaJ in die literature: intangibility, inseparability of production and consumption, heterogeneity, ard perishability. Figure 1 present s a abstract of the...If you necessitate t! o get a full essay, order it on our website: OrderEssay.net

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