Services marketing are crucial compared to product marketing because services are generally produced while serving the prospect and consumed on the spot and it cannot be stored.
7p’s of marketing help the company to know and evaluate the interaction between the customers and business, which helps to create successful marketing plan.
Telecom service industry:
Bharti Airtel is and Indian company offering telecommunication services in 19 countries.
Airtel is market leader in cellular network
7p’s of Airtel are: o Product: Airtel pre-paid. Airtel postpaid. Blackberry wireless handheld. Value added services(VAS) such as: Call diverting, call waiting, and call hold. Instant balance enquiry. 24 hrs recharging facility. SMS facility. Multimedia messaging service. Features like chat, games, ringtones etc. GPRS. o Price: Pricing of Airtel company is controlled by TRAI. It provides customer based pricing schemes. Monthly price plans are provided. Special rewards are provided on usage. o Place: Airtel Company has its service points in the remotest areas. Its presence is wide and extensive. It offers services in 17 countries. It has many customer care touch points. Airtel distributors are paan shops, chemists, grocery stores, outlets, mobile shops etc. o Promotion: Airtel Company has large scale print and videos advertising. Airtel had undertaken excellent personalized promotion strategy by allowing the customer to choose best
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The 7 P’s helps the business to create an effective marketing mix which brings profits for the business. The 7 P’s include: people, place, price, process, physical environment, promotion and product.
Marketing is the total management procedure via which a product progresses from concept to consumer to satisfy and meet the needs and wants of customers. This involves addressing a number of key matters: what the company is going to produce, how much they are going to charge, how it is going to distribute its products or services to the customer, how it is going to tell its customers about its products and services, how the selling process actually happens, who comes in contact with customers and the layout of interface in which the company and customers interact. These are collectively known as the 7P’s or the marketing mix: product, price, place, promotion, process, people and physical environment.
3. (TCO H) Marketers recognize that the marketing of services is different than the marketing of a product because of the different characteristics that distinguish them from physical products. How do marketers communicate the value of services to consumers? How do they make these intangible services appear tangible to the consumer? What are some marketing strategies that might be employed with services to
It operates in twenty countries across South Asia, Africa, and therefore the Channel Islands. Airtel incorporates a GSM network altogether countries within which it operates, providing 2G, 3G and 4G services relying upon the country of operation. Airtel is the world's third largest mobile telecommunications company by subscribers, with over 275 million subscribers across 20 countries as of July 2013. It is the largest cellular service provider in India, with 192.22 million subscribers as of August 2013. Airtel is the Second largest Asia-Pacific mobile operator by subscriber base, behind China
Marketing is perhaps the most important activity in a business because it forms the communication bond between the customers and the company, and it’s a key aspect of communicating the value of the product.
According to Barbara Blumenthal and Philippe Haspeslagh in “Toward a Definition of Corporate Transformation”, they say that “While the goal of all transformations is to improve performance, many efforts to performance are not transformational. This is proposed to qualify that a majority in an organisation must change their behaviour, where for more employees that mean being paid more” By giving the example of British Airways and taking the step by “focusing on marketing and customer service”. Where in the employees had extensive training to change the way they performed their jobs by attending a “Customer First” seminar which is focused on managing people. They give the definition of transformation which gives a feature based on their
In the following paragraphs the definitions of marketing will be developed in accordance to different sources. The importance of a strong marketing department to drive successful business will be discussed relaying in real life examples from MGM International strategies.
Debate the issue of global versus adapted products for the international market. A recurring debate exists relative to product planning and focuses on the question of standardized products marketed worldwide versus differentiated products adapted or even redesigned for each culturally unique market. Those with a strong production and unit cost orientation advocate standardization and others, perhaps more culturally sensitive, propose the policy of a different
Managers can use the service concept in a strategic goal to determine and communicate the nature of the business. Indeed several organisations can take control of their service concept and make it explicit. The service concept could also be used as an alignment tool that associate various organisational functions with joint aim and standard facing which their action can be checked. Another way that the service concept can be applied is by developing new service concepts to drive innovation and provide strategic advantage, as opening up new market or differentiating the organisation from the competition. By looking carefully at many factors as the market, the different customer segments or the customers’ expectations in those segments, and in the meantime getting a deep knowledge of the core competencies’ operation, will lead managers to gain new and innovative concepts that would attract customers and provide a considerable competitive edge to the
A promotion of activities offered to clients which is largely intangible. Service Marketing Practices have to promote a valuable relationship between seller and buyer.
In an ideal situation, customers would not have to wait for the delivery of products and services. However, in the real world, organizations cannot always match exact capability and demand; therefore, waiting is frequently inevitable while purchasing, especially in service marketing, as service firms can barely inventory their “stock” for sale at a later date (Lovelock, 1992, p.154). In general, waiting in lines – known as “queuing”, happens when the number of customers arrive at a facility exceeds the capability of the system to serve them (Lovelock & Wirtz, 2011, p.260). Basically, this essay will state the relationship between queuing and customer satisfaction, as well as relationship between customer satisfaction and
In today’s world, the service sector dominates the different economies of developed and developing nations. Services require different management activities, “it differs a lot from the marketing of goods” (Berry, 1980). Indeed, services are considered as intangible, variable and perishable (marketingteacher.com). Thus, we can say that the traditional 4 p’s are not sufficient anymore. Indeed, the service marketing mix should now include three other elements, which are the physical evidence, the people and finally, the service process (learnmarketing.net). In addition, we can say that the marketing of goods is not as critical as the management of services quality, which occurs through the monitoring of customer satisfaction. In contrary to the marketing of goods which is more focused on the physical product component, services require a certain customer loyalty, this implying having good service marketing skills.