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PROBLEMS AND STRATEGIES IN SERVICES MARKETING

This guide leads you through the basics of marketing—covering product, place, price, people, and promotion—that you must think through before even starting your promotion and publicity efforts. Promotion (your flyers, ads, etc.) and publicity (what the media and others print about you) are given special consideration, explaining various techniques and approaches that can be used for successful marketing. We hope you that this guide will help you get your message out efficiently and vto a greater number of people. This guide is supported, in part, with public funds from the New York City Department of Cultural Affairs Cultural Challenge Program and with matching funds from Con Edison, Lily. | Valarie A. Zeithaml A. Parasuraman Leonard L. Berry Problems and Strategies in Services Marketing This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this comparison and on guidelines for future work in services marketing. Three basic assumptions pervade the growing body of literature on services marketing. The first holds that a number of unique characteristics notably intangibility inseparability of production and consumption heterogeneity and perishability separate services from tangible goods. The second assumption maintains that these characteristics pose vexing problems for services marketers that are not faced by goods marketers. The third and final assumption holds that services marketing problems require services marketing solutions that strategies developed from experience in goods marketing are often insufficient. The purposes of this article are 1 to offer a conceptual framework summarizing the unique characteristics of services the problems stemming from these characteristics and the strategies suggested as appropriate to overcome the problems 2 to report the findings of a national survey of managers of service firms concerning the problems they face and the marketing strategies they use to overcome them 3 to Valarie A. Zeithaml is Assistant Professor of Marketing A. Parasuraman is Associate Professor of Marketing and Leonard L. Berry is Professor of Marketing Texas A M University. The authors gratefully acknowledge the contributions made by Gregory Upah and four anonymous reviewers. compare the problems and strategies cited in the literature with those reported by managers of services firms and 4 to offer recommendations for the development of services marketing thought. Literature on Services Marketing The rationale for a separate treatment of services marketing centers .