Why actively carry out service marketing, how to do a good job in service marketing

Nowadays, there are a variety of marketing methods, there are network advertising marketing, newspaper and magazine marketing, TV advertising marketing, etc., the traditional marketing methods are more exposed to the public, but many people are relatively unfamiliar with the concept of service marketing, brand simulcast experts have made such an answer, the so-called service marketing refers to a series of activities taken by enterprises in the marketing process to fully meet the needs of consumers under the premise of fully understanding and meeting consumer needs.

Service as a marketing mix element, really attracted people's attention in the late 80s of this century, during this period, due to the progress of science and technology and the significant improvement of social productivity, industrial upgrading and the professional development of production is accelerating, on the one hand, the service content of the product, that is, the service intensity of the product is increasing. On the other hand, with the improvement of labor productivity, the market has shifted to a buyer's market, and consumers' consumption needs have gradually changed as the level of income increases, and the level of demand has also increased accordingly, and has expanded in the direction of diversification. Nowadays, the competition between enterprises is becoming increasingly fierce, and in order to enhance their competitiveness, enterprises are more inclined to report their service characteristics through news organizations such as brand simulcasting, so as to achieve the purpose of rapidly enhancing brand awareness, enhancing customer trust and improving performance.

The study of service marketing has formed two major fields. Marketing of service-as-a-service products and marketing of customer service. The essence of service product marketing is to study how to facilitate the exchange of services as products; The essence of customer service marketing is to study how to use services as a marketing tool to facilitate the exchange of tangible products.

Whether it is product service marketing or customer service marketing, the concept of service marketing is customer satisfaction and customer loyalty, through customer satisfaction and loyalty to promote favorable exchanges, and ultimately achieve the improvement of marketing performance and the long-term growth of enterprises. Compared with the traditional marketing method, service marketing is a marketing concept, the enterprise marketing is service, and the traditional marketing method is only a means of sales, and the enterprise marketing is a specific product. Under the traditional marketing method, the consumer buys the product means the completion of a transaction, although it also has the after-sales service of the product, but that is only a function to solve the after-sales maintenance of the product.

From the concept of service marketing, consumers buy products only means the beginning of sales rather than the end, enterprises are not only concerned about the successful sale of products, but also pay more attention to the feelings of consumers in the whole process of enjoying the services provided by enterprises through products. This can also be understood from Maslow's hierarchy of needs: the highest needs of people are the needs of respect and self-actualization, and service marketing provides consumers (or people) with this need, while traditional marketing methods only provide a simple need to meet the needs of consumers in terms of physiology or safety.

With the progress of society and the increase of people's income, consumers need not only a product, but also a specific or personalized service brought by this product, so as to have a sense of being respected and self-worth realized, and this feeling brings customer loyalty. Service marketing is not only a new trend in the development of the marketing industry, but also an inevitable product of social progress.

1. Interactive communication - build a service platform.

2. Consumer cognition - shaping the quality of professional slag.

3. The sales are not moved, and the investigation is carried out first.

4. Pre-warm-up to create an atmosphere for the event.

5. Medium-term control, reflecting the authority of the activity.

6. Post-publicity to strengthen the effect of the activity.

7. Service marketing must be deeply rooted in the hearts of the people.

8. Understand the true meaning of service marketing.

9. The core and soul of service marketing is to maintain a good short-term or long-term business relationship between the seller and the buyer.

10. Service marketing cannot treat some components of the product as services.

Hello, the question I received from the teacher is: how to carry out marketing work with service as the entry point: service as the entry point should be like this to open the marketing work of the exhibition:

Service is not only a product, but also a process, so that service marketing from a marketing method or marketing idea gradually evolved into a management concept that uses marketing knowledge to gain competitive advantage. This paper takes the importance of early service in the marketing process as the starting point, analyzes the problems existing in the implementation of service marketing, and puts forward the improvement strategy of marketing service.

What exactly is marketing? What types of products and services can be marketed?

1. Marketing with the service industry or service economy as the main body, with the purpose of improving the market efficiency of the service industry and promoting the development of the service economy.

2 Service marketing mainly buys services, which are involved in the catering industry, transportation industry, postal industry and telecommunications industry. Example: KFC's market share in China has increased because of its fast and good service.

3 Because service is invisible, perishability is the greatest difficulty.

If you have time, contact me and send you a document! (Just reply).

What exactly is marketing? What types of products and services can be marketed?

I developed what is a service.