TAILIEUCHUNG - The services marketing mix

This part discusses the special issues concerning the marketing of services. This is not to imply that the principles of marketing covered in the previous chapters of this Handbook do not apply to services rather it reflects the particular characteristic of services in addition to those typical for products. | The services marketing mix This part discusses the special issues concerning the marketing of services. This is not to imply that the principles of marketing covered in the previous chapters of this Handbook do not apply to services rather it reflects the particular characteristic of services in addition to those typical for products. Cowell states that what is significant about services are the relative dominance of intangible attributes in the make-up of the service product . Services are a special kind of product. They may require special understanding and special marketing efforts. The provision of the continuing education contains the element of the tangible and intangible. It usually provides a learning materials physical good and also numbers of the service activities teaching processes contact with customers organisation of the courses etc. . The distinction between physical and service offering can therefore be best understood as a matter of degree rather that in absolute terms. The continuing education is service -based since the value of this product is dependent on the design and delivery of the CE courses rather than the cost of the physical product teaching materials CDs etc. . The services marketing mix is an extension of the 4-Ps framework. The essential elements of product promotion price and place remain but three additional variables - people physical evidence and process - are included to 7-Ps mix. The need for the extension is due to the high degree of direct contact between the CE providers and the customers the highly visible nature of the service process and the simultaneity of the production and consumption. While it is possible to discuss people physical evidence and process within the original-Ps framework for example people can be considered part of the product offering the extension allows a more thorough analysis of the marketing ingredients necessary for successful services marketing. People - because of the simultaneity of production

• Marketing - Bán hàng
• kinh doanh
• quản trị kinh doanh
• quản trị doanh nghiệp
• quản trị marketing
• marketing
• kỹ thuật PR
• dùng internet để kinh doanh
• kinh doanh bằng marketing
• kỹ năng kinh doanh
• nghệ thuật bán hàng
• nghệ thuật tiếp thị
• ngành quản trị kinh doanh
• học kinh doanh
• học làm giàu
• kinh doanh quảng cáo
• sách kinh doanh
• sách doanh nhân ngày nay
• quản lí nhân sự
• kinh doanh tiền tệ
• kinh doanh đa cấp
• quản trị kinh doanh MLM