Development in Marketing Scope at the Aspect of Service Marketing
Posted by Ripon Abu Hasnat on Monday, November 24, 2014 | 0 comments
Marketing scope develops day to day.
These developments carry special significance for service sector in which
customer and service producer interact closely.
INTERNAL MARKETING
Especially in service sector like
external relations, internal relations also have significance. It requires
finding and keeping successful personnel.
For personnel of the organization to be
considered their own goals and service situation, values of the organization
are sold to them. The communication techniques carried out for customers are
also performed for the personnel in internal marketing and this two techniques go
together. For example, the ads that aim creating firm’s image should be
prepared with regarding to audience which is composed of firm’s personnel.
NETWORK MARKETING
This approach takes the organization as
a sequence which involves producer and customer that market services to each
other in the organization. In this structure, the activities of departments
that compose organization would be more focused on market. This will also
affect the structure of organization.
RELATIONSHIP MARKETING
It was mentioned that close
relationship was established between producer and customer in service sector.
In addition to this, life cycle of a customer relationship was also mentioned
under the product outline.
According to the researchers,
maintaining the relationship for extant customer increases the profit of firms.
It should be emphasized that this fact has an importance for service sector.
Life cycle of a customer relationship
is composed of three stages. At the first stage, firms try to be well known and
to acquire new customers. At the second stage, the connection between customer
and firm has been achieved. During the stage, firms intensified their
activities on acquired customers and both of them promises mutually. At the
third stage, these promises are accomplished and the service is consumed.
During the stage, firms face “Reality Instants” which could possibly achieve
satisfaction of customer and continuous relationship.
This could be also true for second
stage. So, these instants should be managed successfully.
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