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Essay / Research Paper Abstract
This 4 page paper looks at the similarities and differences when marketing services instead of goods, looking at the different concepts and the way that models such as the 4 P’s maybe applied to the marketing of services. The paper concludes that there are some differences but basic concepts remain similar. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEservmark.rtf
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Unformatted sample text from the term paper:
there are various factor which necessitate a different approach, however, when looking at theorists such as Porter, (2002) where aspects such as competitive advantage needs to be developed and leveraged
indicates that the basic concepts may be the same, with the need to create or stimulate desire and leverage different features that may give the product an advantage through differentiation
(Mintzberg et al, 2008). To consider this the concept of marketing services needs to be considered and contrast with marking products. Kotler and Keller (2008) argues that there are
five categories of goods and services mix. The first is the category of pure tangible goods, these are companies offering goods such as soap powder. The second category is tangible
goods with a low level of accompanying services, these may be goods where there is a reliance of sales, such as car sales, the goods are the core product, but
need the services to support the sales of the goods. The third category is the hybrid, where the company is equal goods and services. The forth category is where the
company is mainly services, but there are some supporting tangible goods. An example of this is airlines, the main offering is the service, but there is the need for the
aircraft and there are tangible goods used, such as food and drink served on the flight. The fifth category is the pure services sector; this may include services such as
massage and baby sitting. It is these latter two that may be see as services. Services share a range of characteristics that may create some difficulties in marketing, these
are the way that services are intangible, inseparable, variable and perishable (Kotler and Keller, 2008). Services are intangible as they are unable to be seen or felt, which means
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