• The primary role of marketing is communication– where the firm communicates the benefits of its products and services to potential customers, while at the same time finding out from customers their expectations, preferences and changing needs
• Marketing was built on a product-focused and typically manufacturing-based perspective
• The traditional ‘4 Ps’ of the marketing mix (product, price, place and promotion) have proved inadequate for service marketing (remember IHIP!) – 3 additional ‘Ps’ have thus been introduced (people, physical evidence and process)
• The nature of service means that marketing is not an independent function of the organization, but an interrelated holistic concept encompassing every activity within the organization with particular focus on people, value enhancement and relationship development
There are a lot of moving parts in services marketing. From a guest perspective, there is marketing that occurs before, during, and after the service experience.
Share an example of a service experience that positively or negatively marketed your next experience.
What happened during the experience that made you want to return or never come back?
What was the moment of truth?
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