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Essay / Research Paper Abstract
20 pages in length. The importance of services marketing has come to redefine the way in which the global economy operates, clearly illustrated with the knowledge that services account for approximately three-fourths of all developed nations' employment and GDP. Moreover, the ever-growing trend toward services-related employment has created a decidedly top heavy concentration of opportunities throughout these countries. As such, services marketing has become both a mainstay and significant presence in virtually all industries, inasmuch as there is hardly a sector of commerce that does not in some way require a level of customer satisfaction. Bibliography lists 16 sources.
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20 pages (~225 words per page)
File: LM1_TLCSrvcMrk.rtf
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nations employment and GDP (Murthy, no date). Moreover, the ever-growing trend toward services-related employment has created a decidedly top heavy concentration of opportunities throughout these countries (Murthy, no date).
As such, services marketing has become both a mainstay and significant presence in virtually all industries, inasmuch as there is hardly a sector of commerce that does not in
some way require a level of customer satisfaction. "...Studying services marketing is indispensable regardless of the industry one chooses to work in, as services pervade the world around us,
from banking and financial services to logistics, healthcare, transportation, hospitality and tourism, e-commerce and other web-based services and consulting, to name just a few....In services, there is no boundary between
marketing and other functions such as operations, finance and human resource management" (Murthy, no date). II. TARGET MARKETS Targeting specific markets is a critical component to establishing a
secure consumer base; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers within the nearly all industries. Gender, race, income, age, lifestyle
and usage are no longer presented in rigid, easily defined components, but rather, these demographic elements are in a constant state of change, a point services marketers must keep in
the forefront of their approaches. In the beginning, advertisers had not yet learned to manipulate the public by means of psychological strategy; indeed,
it has not been all that long since marketing campaigns have utilized ethically questionable tactics to sell the companies products. "Consumer capitalism began in the late 19th century with
the opening of the first department stores and increased with the growth of advertising and retailing. Consumerism is an artificial appetite, and its values have replaced earlier religious and
...