What differentiate service marketing from product marketing?
Holistic marketing of services
Defining services Any act of performance that one party can offer another that is essentially intangible and does not result in the ownership of anything; its production may or may not be tied to a physical product.
- Why services? - A global trend! Jim Spohrer (2005) The largest labor force migration in human history is underway, driven by urbanization, global communications, low cost labor, business growth and technology innovation. 2004 (A) Agriculture: Value from harvesting nature (G) Goods: Value from making products (S) Services: Value from enhancing the capabilities of things (customizing, distributing, etc.) and interactions between things
Service mix Pure tangible good Good w/ accompanying services Hybrid Service w/ accompanying goods Pure service