Customers Expectations and Delight
February 12, 2025
You’ve got your business up and running. There’s just a problem. You’re not bringing in enough money. This is a guide for Business-to-Business (B2B) marketing in 2024 and beyond to help you do just that – and perhaps, along the way, refine and smooth out ambiguities in your business offering too. While marketing tools and […]
In the IT (Information Technology) industry, it is often the case that the organizations find it difficult to synthesize and integrate all the functions associated with developing and launching products to the market. For instance, it is common for the CFO to say that Marketing department is spending excessively, the Technology department saying that they […]
“Every coin has two sides” Advertising is praised but also criticized by critics in their own ways. Advertising has many positive impacts along with its negative pictures. As the President of American Association of Advertising Agencies, John O’ Toole has described advertise is something else. It is not related to studies, but it educates. It […]
Introduction To introduce the article, it would suffice to say that each of the five forces that are discussed subsequently differ in their impact on Virgin Atlantic as the dynamics underlying them vary and the strategy employed by the airline is subject to the fluid and the changing external environment. Virgin Atlantic is a pioneer […]
With the explosion of scandals pertaining to corporates due to mismanagement and fraud in recent years, the regulators all over the world have been implementing a series of policies aimed at improving corporate governance and ensuring that companies follow ethical and normative rules of business. A part of this initiative has been to goad the […]
Marketing of Services has emerged as an important sub discipline of marketing in its own right. It has evolved phenomenally to emerge as a major field of study with far reaching implications in today’s increasingly service driven economies. It is then, only natural, to wonder what is the future course that this field of study is most likely to take.
At first glance, one can see that there are as yet many opportunities available for Services Marketing to evolve and gain in relevance as the role of the service economy continues to expand. A large chunk of Third World economies are now beginning to move into the service domain. The role and share of the service sector in these economies is growing with an increased monetization of services
However, there are several challenges also. There has been a change in the basic nature of services. Services, today, can no longer be described according to the parameters of - intangibility, heterogeneity, inseparability and perishability. These changes are detailed below:
Thus the definition of services is not as clear cut as it was once assumed to be. Consequently this is one of the major challenges lying ahead for the field of Services Marketing.
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