サービス・マーケティング戦略
スポンサーリンク
概要
- 論文の詳細を見る
We haven't distinguished services marketing from goods marketing since the paradigm of marketing was established in 1960's. Because most of scholars have thought that theories of marketing are true of anything related to business activities. However, we find differences as well as similarities between goods and services. Basic characteristics of services are intangibility, inseparability, variability and perishability. Compared with goods marketing, services marketing has several factors which has never been thought of in marketing. Firstly there are internal marketing and interactive marketing in addition to external marketing that is familiar to us in goods marketing. Secondly, there are 7Ps in marketing mix of services marketing in spite of only 4Ps in that of goods marketing. That is People, Physical Environment and Process are added to traditional 4Ps. Thirdly, as for services, there must be three kinds of management, which are marketing management, operation management and human resources management. Thus we propose that services marketing should need Total Service System model involving three models mentioned above to clarify its uniqueness.
- 2001-03-24