Each of the concept was developed as per the need of the market.As the market changed, so did the concepts of marketing. To frame service marketing in a similar manner, we can use a couple more letters of the alphabet.… Prior to this, services were considered just an aid to the production and marketing of goods and hence were not deemed as having separate relevance of their own. It covers the core specifications or physical attributes, related service, brand, package, product life-cycle, and product planning and development. Services marketing first came to the fore in the 1980’s when the debate started on whether marketing of services was significantly different from that of products so as to be classified as a separate discipline. Market strategy and marketing mix strategy are expected to influence customer value One of the fundamental tenants of marketing is the concept of the 4 P's: Product, Promotion, Placement and Price. Whereas with tangible objects the final product is mostly the sum of its parts, this is certainly not the case with services. [i] It describes the non-tangible aspects of service delivery and is an integral part of the value proposition of service providers. The service concept can best be described as the way in which an organization would like to have its services perceived by its stakeholders. Management is a distinct ongoing process of allocating inputs of an organisation (human and economic resources) by typical managerial functions (planning, organising, directing and controlling) for the purpose of achieving stated objectives, viz., output of goods and services … Also, service marketing managers must take into account the concept of prosumership at all points of the service delivery process. Since McDonald's was established, the service concept has been based on the first-class quality, value, and cleanness, which has become an essential service direction of the company's marketing operations (Thornton et al., 2016). He/she may have his/her own portfolio of goods that are offered to interested buyers. Although this is a very useful framework for product marketing, it doesn't always translate directly to service marketing. Marketers create only the place, awareness utility, and time ownership. You should empower customers and employees by providing self-help step-by-step guidance and instructions on how to receive and deliver the service—everyone needs to know what they are supposed to do, including the customer. As a basis to planning, product is second only to market and marketing research. The objective of this article is to acquire the comparison of service marketing mix [SMM] concept gap and to develop a comprehensive model in identifying SMM. There are 5 different concepts of marketing, each of which vary in the function that they deal with.For example – production concept deals with production and selling concept deals with selling. Marketing Concepts and marketing key concepts is an institution or a person engaged in making the products and services available to the customers. Most importantly, the service concept is facilitated by the employees who reveal positive attitudes and commitment aimed to customer satisfaction. The product offering must balance with consumer-citizen needs and desires.


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