Contextualising marketing in practice

Services marketing

The services of context

Dominant focus on provision of intangible goods

A public intangible good

Health,security,education or residential care

A commercial intangible good

Aviation, couriers, accommodation hospitality

Org in the service sector can sell to

B2C

B2B

The characteristics of services

Intangible

Variable

Inseparable

Perishable

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What makes a good service?

Service providers need to consider

The people

Processes

Physical evidence

marketing comms and service provision

branding plays a key role in the processes

marketing communications play a critical role in creating realistic expectations as well as reinforcing the experience once the service has been delivered

service frim needs to be aware of the promise it makes with external comms to avoid gap between customer expecations and the service that can be delivered

the message delivered about a service tend to conetrate on the dimensions of quality associated with service these are:

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reliability – the service providers’ ability to perform the promised service accurately and dependably

assurance – the knowledge and courtesy of employees and their ability to inspire trust and confidence

tangibles – physical facilities, equipment and appearance of personnel

empathy – the caring and individualised attention paid to customers

responsiveness – the service organisations’ willingness to help customers and provide prompt service.

Business-to-business marketing

Categorising B2B exchanges

Organisational customer

Commercial customers

Distrubutors, resellers, original equipment

Governmental sectors

Institutional sectors

Products and services

Entering goods

foundation goods

Facilitating goods

Characteristics of B2B

Competitive tendering

technical input

Formality

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SME Marketing

To qualify as an SME

be an enterprise, i.e. it must sell goods or services

employ fewer than 250 employees; and

have either an annual turnover not exceeding €50 million or an annual balance sheet total not exceeding €43 million.

advantage of SME is that it open wide variety of loans, grants business advice which is not available to Larger orgs

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SME's poses a number of characteristics that differentiate from large org

Fewer resources at their disposal, e.g. finance, range of specialist expertise or capacity .

A higher risk of failure.

Their stage of development is also likely to determine their priorities and shape their actions

SME'S and marketing practice

Marketing in SME'S tends to be more opportunistic

often led by the owner and is focused more on efficiency and immediate organisational needs rather than strategic, longer-term marketing planning

the backgrounds,personalty,ressources and skills of the owner dictactes the level and anture of marketing

can lead to innovative approaches as it focus to introduce the brand to target audience and differntiate from competitors

4P's of self branding

The personality of the SME owner, their unique skills and customer relations

their level of perseverance in building lasting relationships

the task focus of the owner to achieve desired outcomes rather than relying on formal planning marketing activities (practice)

the interactions with the customer and the involvement of customers and supporters in product/service development (co-production).

SME's and the role of networking

To survive and develop, an SME needs to identify and build relationships with a range of stakeholders

Cusromers

Investors

Supporters or partners

Suppliers

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