Marketing of Services

Marketing of Services – The organizational structure for the marketing of intangible services is the same as, or similar to, the marketing of tangible products. The term product as used in the organizational definitions in this dictionary can be read to mean services as well. Also, the term production refers to manufacturing, assembly or other means of creating a tangible product, while the term operations commonly refers to the functions that supply an intangible service. Hence, when substituting service for product in a definition, one can also substitute operations for productions. Comments: Service has meanings in marketing other than product. This can be seen in the definition for marketing services, in which service refers to auxiliary functions that aid in the sale, distributions,and customer usage of a product. Another meaning of service can be seen in the definition for marketing services department, in which a centralized department supplies assistance (i.e., services) to division marketing departments in a divisionalized company.

Marketing (only) Division – This division contains the usual marketing functions, including sales, but its products are supplied by a centralized production operation that supplies two or more marketing divisions. When standardized can be mass produced by a centralized facility, economies of scale are the usual result.

Marketing Organization, forms of – No two companies are likely to have identical structures. Most utilize one or more of the classic structural forms with the choice at any one time having to do with the stage of company development. It should be noted that larger companies may be using different forms in different parts of the company at the same time.

Marketing Plan – A document composed of an analysis of the current marketing situation, opportunities and threats analysis, marketing objectives, marketing strategy, action programs, and projected or pro-forma income (and other financial) statements. this plan may be the only statement of the strategic direction of a business, but it is more likely to apply only to a specific brand or product. In the latter situation, the marketing plan is an implementation device that is integrated within an overall strategic business plan.

Marketing Planning – The process that leads to the development of the marketing planning.

Marketing Public Relations – Publicity activities intended to encourage product purchase and consumer satisfaction.

Marketing Research – The function that links the consumer, customer, and public to the marketer through information – information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues; design the method for collecting information; manages and implements the data collection process; analyzes the results; and communicates the findings and their implications.

Marketing Research Manager – This manager is responsible for providing professional research services to executives who require objective and timely market information to assist with planning, problem resolution and decision making. Normally the marketing research manager reports to the marketing manager. In larger companies, however, there may be multiple marketing research managers reporting, for example, to the corporate marketing or strategic planning executive, to division managers, and to the research and development director. Comment: The types of research carried out will vary by type of company, industry and the organizational unit to which the manager is assigned. With the growth of computerized data systems and availability od outside marketing research organizations that report repetitive market data, the marketing research manager assembles the information needed for a particular problem and, when necessary, directs the development of information that must be obtained via special studies. the typical marketing research manager works with a small staff and uses outsides research firms to carry out all parts of field studies.

Marketing Services – Sometimes called customer services, this is an-inclusive term that covers different sets of functions for different companies. Historically it is included some or all the functions needed to service channel intermediaries and/or end customers, such as inventory planning and control; order processing, shipping, and delivery information; product installation, maintenance, repair, replacement and warranty administration; and answering customer inquiries. Organizationally most of these services are provided by functional departments other than marketing. They may or may not be coordinated by a marketing service manager or customer service manager reporting to the marketing manager. Comment: While the above named services are basic to provide marketing services to channels of distribution and customers, another use of the term applies to a centralized department department that provides in-house services to company divisions.

Marketing Services Department – A unit in a multidivision company that performs marketing functions for divisions that can be performed better or at less cost when carried out centrally. Although the functions of this unit may vary by company, they may include some or all of the following: media buying, sales promotion planning, coordination of media buying, sales promotion planning and counseling, providing sales promotion materials, package design, control of advertising production costs, advertising research, creative services,and advertising claims substantiation. For small divisions with limited personnel, the marketing services department may serve as their advertising, sales promotion, product publicity, or marketing research department.

Marketing Service Director – This person manages the marketing services department and may report to a corporate executive, group executive, or to a major division. Irrespective of the reporting level, this manager provides the services for all divisions that require them.

Marketing Strategy – A statement (implicit or explicit) of how a brand or product line will achieve its objectives. the strategy provides decisions and direction regarding variables such as the segmentation of the market, identification of the target market, positioning, marketing mix elements, and expenditures. A marketing strategy is usually an integral part of a business strategy that provides broad direction to all functions.

Markup – 1. (pricing definition) The amount of increase in price over total unit costs. 2. (retailing definition) The difference between merchandise cost and the retail price after the initial markup percentage has been applied, but before it is placed on the selling floor.

Markup Percentage – The difference between cost and retail, expressed either as a percentage of cost or, commonly as a percentage of retail.

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