The effects of services characteristics on the marketing mix for services

Monica Paula Flităr
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Monica Paula Flităr: Romanian-German University of Sibiu, Romania

Annals of the University of Petrosani, Economics, 2003, vol. 3, 57-64

Abstract: This paper focus on the special characteristics of the marketing mix for services. First, services are seldom highly standardized and it is difficult to develop objective standards for quality. Service organizations can set standards for satisfying internal customers and empower employees to make decisions and correct problems for clients. Services cannot be patented, so marketers must continually innovate and improve their product. Managing fluctuating demand is also an objective for marketers of services. Pricing services is tricky because they are so hard to evaluate. Both parties must be clear about what is offered. In addition, marketers may use off-peak prices to stimulate demand during slow periods. In planning distribution channels, marketers focus on finding ways to provide the services conveniently to clients. The producer of a service rarely relies on resellers to get the product to buyers. Many services are distributed through a franchising arrangement. Marketing communications, especially in the form of personal selling, is often closely linked to providing the service. The aim of the marketing communications for service is ensuring that the customers understand and appreciate what is being sold by the service organization

Keywords: marketing mix; price; management of product; customers; goods; distribution; promotion (search for similar items in EconPapers)
Date: 2003
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