Discussion
A service is more challenging to market than a good. Goods are tangible, while services are intangible. A good consists of items that can be touched, like a computer or a dress. In contrast, a service consists mainly of experience. When you go to the Publix grocery store, you leave with your goods. However, when you leave MassageEnvy, you don’t have anything to take with you except for how the masseuse made you feel. According to Griffioen, “a service is always tailored to a specific customer, their particular needs and situation. Unlike products that are usually produced in volume to a common standard, services are not ‘cookie-cutter’, standard solutions.” This means that “the how” to perform a service, as well as the effects of a service can vary by customer. When it comes to “the how”, it is important for the provider to find tangible ways to connect to the customer. In reference to the effects, which depends on what the customers needed or wanted initially before receiving the service. Furthermore, with a good the product can be assessed before purchase. With a service, the product can only be assessed after purchase. Also, with services you have to be more trusting. You can look at various packs of ground beef and then select the package that you want. You can look at the haircut you want and show it to your stylist, but you won’t have any feelings about the service until after it is performed. Services are more challenging than goods because they aren’t tangible, their results vary by customer, and they require trust.
The current marketing environment has changed. Marketing strategies that have been used in the past know how little to no use. In the past, consumers have stumbled upon many websites that provided an abundance of information about the company and the product. Now, most companies provide a few details and give consumers the option to sign up for a newsletter if they want to receive more information (James, 2018). Though marketing strategies have changed, and some have even been replaced, I still feel that marketing plans are needed. Marketing plans are not outdated, but they should stay updated. By constantly reviewing and improving one’s plans, companies are setting themselves up to provide customers with exactly what they want and enabling themselves to compete effectively with other companies. External factors such as economic, political, legal, technological, social, and cultural are often beyond a company’s control. So, in order for a company to be competitive, they have to be very aware of changes in these factors. If there is a new rule or regulation, then a company will need to update the legal area of their plan. If there is a new technological advancement, then a company may want to update their plan to incorporate it. Marketing plans are needed to keep a company grounded in their mission and to keep them organized. Both will aid a company in working towards its goals.
Response to Discussion
I agree with you that service is different than good. Organizations are selling different services to customers. The service standard matters, and based on the service experience, the customer makes the positive or negative buying decision. The source of Griffioen is interesting in this discussion, as it specifies the customers and its needs in the market. Service is to be made to meet the needs of customers effectively. In this contemporary business era, customers contain expectations. However, these expectations can be justified until after it is performed. There are several examples that have been used in this discussion. The relation between service and the customer expectations is quite visible. I also agree with you that the product can only be assessed after purchase.
Companies design different services, and they need feedback from customers. Accordingly, some improvements or modifications are to be made to be relevant. I appreciate your concerns about marketing and the intentions of different organizations. For Instance, you mentioned different elements of pestle analysis. In the marketing research, these elements are necessary to navigate, to make pertinent marketing strategies. The modern business is based on the market data or insight, and it is quite lucrative for both large and small organizations. Goods and services are to be positioned better in the minds of customers, and some thoughtful marketing considerations are required to make the difference. Obviously, the successful marketing drive can lead towards the successful attainment of long and short terms goals and objectives (Hoffman & Bateson, 2016).
Reference
Hoffman, K. D., & Bateson, J. E. (2016). Services Marketing: Concepts, Strategies, & Cases (5 ed.). Cengage Learning.
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