The Four Service Marketing Myths



The Four Service Marketing Myths

Introduction

The article, “The Four Service Marketing Myths” is based on the multiple characteristics of marketing. The paper focuses on the Service Dominant Logic Marketing technique. The range of positions in decision making has its origin in the existence of a large Knowledge about the factors and processes that drive these decisions. Research in the dominant field of logic has been developed in a timely manner, but now it is imperative to work from a holistic approach considering the whole system (Joshi 2005). To do this, we created a model that includes the whole of this vision, so that we can understand the reality of both the composite elements of the relationship between its dimensions, creating a solid foundation to improve business performance.

Analysis and Finding

The marketing concepts section included literature regarding the traditional four components of the marketing mix in the context of how business and marketing are changing in the modem era. Responses and adjustments by both companies and marketers highlighted how marketing was adapting to the new economy. Identification of the major drivers revealed an emerging economic structure of e-business and marketing.

The section describing strategic planning identified literature on organizational strategy, including tools, concepts, formulation, and implementation. Marketing's role in the strategic planning process was highlighted through strategic and tactical marketing plans. A seven-step e-marketing plan suggested a strategic e-business model that first made a situational analysis and then defined objectives, strategies, tactics, actions, implementation, and costs. Until the eighties the logic of marketing is characterized by Good Dominant Logic, an approach dominated by the centrality of the asset, i.e. the physical output of the process of production. This approach is good in the time of the exchange is transformed into value for the customer, for which the latter pay a price (Joshi 2005).

However, with the emergence of an increasing number of services actually, this approach has shown its limits. The marketing service, we have seen for years has based its identity on the distinction from product marketing (also evident by the great number of contributions that have addressed the issue of specific services) feel the need to rethink its paradigm, it could not be more "satisfied" to find its basis in the definition of supporting services in key difference compared to the goods. Just think that the service definitions are formulated in the right of property, representing a denial: everything that is not good, and did not, represents a service.

The work of Vargo and Lusch on Service dominant Logic provides a structured framework that has the merit of giving a systematization to the many contributions from various strands in the literature, giving unity to a set of approaches (mainly related to marketing, but also to other areas such as resource-based view of enterprise and organization theory) that all go in the direction of a rethinking of the role of business in relation to the market and in society (Vargo & Lusch ...