In the study of services marketing, retailers are classified as service providers. One of the questions I am often asked by university students is why retailers are service firms. After all, retailers generally sell a physical product – so why are they service providers?
Are retailers service firms? Find Out More...
When you study services marketing at University, you will learn that there are some unique challenges that service firms and industries face. That is why the services marketing mix has been extended from 4 P’s to the 7 P’s. A good way to start your understanding of services marketing is to get a good
Service firm examples Find Out More...
What is a service? A common definition for a service in marketing terms is: A service is any performance, experience or act (that one party can offer to another and that is essentially intangible and does not result in the ownership of anything. A good way to remember the scope of the services to
How services add value Find Out More...
In the Journal of Marketing in 2008, Pravin Nath and Vijay Mahajan published their study of the impact of chief marketing officers on the business performance of a firm. Here is the link to the Journal of Marketing website and the relevant journal article – you may be able to access this article via your
Chief Marketing Officers (CMO’s) and their impact on the firm’s performance Find Out More...
In addition to documenting the plan itself and outlining the various action tasks, a marketing plan can actually provide other benefits to an organization.
Benefits of a marketing plan Find Out More...
Can firms be successful without a marketing plan? One of the questions often asked by marketing students is whether or not a company really needs a marketing plan. Certainly by the way that marketing plans are taught at university, one would be forgiven thinking that every business had a documented marketing plan. But this
Do all firms need a marketing plan? Find Out More...
The difference between the marketing concept and the promotional era In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras. Typically there are five different concepts usually discussed
Video example of the promotional era Find Out More...
Which is the right marketing career option for me? You should read view this article if you have undertaken the marketing career quiz and achieved a score in the mid-range, which would suggest that you are suited to certain aspects of the marketing profession. If you haven’t taken the career quiz – click here to
Marketing career options – for the career quiz Find Out More...
Well done on completing the 20 questions in the marketing career quiz. You should have totaled your answers with A = 1 point, B = 2 points, C = 3 points and have a total score of somewhere between 20 and 60. Haven’t done the career quiz yet? If you haven’t done the marketing career
Understanding the marketing career quiz Find Out More...
Well done on completing the 20 questions in the marketing career quiz. You should have totaled your answers with A = 1 point, B = 2 points, C = 3 points and have a total score of somewhere between 20 and 60. Remember to take the quiz first If you haven’t done the marketing career
Scoring key for the marketing career quiz Find Out More...
