Marketing Essay Example | Topics and Well Written Essays - 750 words - 46

Marketing - Essay Example 193). In this regard, services marketing need to design strategies that cater specifically to services, as contrasted to products or goods, due to the very nature and characteristics of services. As emphasized, services possess six distinguishing characteristics that make it distinct: its being (1) intangible; (2) inseparable in production and consumption; (3) perishable; (4) heterogeneous; (5) focused on client-based relationships; and (6) emphasis on customer contact (Chater 13: Services, n.d., pp. 193-194). Therefore, marketing practitioners should be able to recognize these characteristics in designing strategies that would cater to the needs and demands of the clientele. The strategies for services are also different from goods or products in terms of the need to consider these characteristics, as well as the ability of service organizations to satisfy the customers’ needs. Thus, a more comprehensive knowledge of the customers’ profile need to be established, in conjunction with the ability of the organization to provide the services that match their needs. Likewise, since services are intangible, it was also learned that the design of strategies would depend on the continuum of intangibility that is exemplified. According, â€Å"knowing where a product lies on this continuum is important in creating marketing strategies for service-dominant products† (Chater 13: Services, n.d., p. 193). Services marketing is therefore more challenging due to the nature of services, as well as the evaluation of the customers on the service quality that was provided. Therefore, the success of service marketing depends on the ability of service pr oviders to meet the customers’ demands and address any weaknesses as a means to achieve defined targets and goals. Essay 2: Generally, marketers use one of three basic targeting strategies to focus on a target market: undifferentiated, concentrated, or differentiated. Locate a news item or an article that discusses the target