tailieunhanh - BREAKING FREE FROM PRODUCT MARKETING

How prevalent are pay per click scams? In the . alone, scammers hijack nearly 600 million clicks monthly with illicit ads. These hijacked clicks drive up advertising costs for legitimate brands—and cost additional billions in lost revenues, reduced marketing effectiveness and brand dilution. The scams also affect brand loyalty and consumer trust as consumers, expecting to have an authentic brand experience, come across illicit sites or inferior goods. Marketers and eCommerce professionals, severely impacted by PPC scams, should take the lead in fighting them. While the major search engines have complaint procedures, monitoring and taking action is, essentially, up to brands. | Breaking Free From Product Marketing 73 G. Lynn Shostack Breaking Free from Product Marketing Service marketing to be effective and successful requires a mirror-opposite view of conventional product practices. New concepts are necessary if service marketing is to succeed. Service marketing is an uncharted frontier. Despite the increasing dominance of services in the . economy basic texts still disagree on how services should be treated in a marketing The heart of this dispute is the issue of applicability. The classic marketing mix the seminal literature and the language of marketing all derive from the manufacture of physical goods. Practicing marketers tend to think in terms of products particularly mass-market consumer goods. Some service companies even call their output products and have product management functions modeled after those of experts such as Procter and Gamble. Marketing seems to be overwhelmingly product-oriented. However many service-based companies are confused about the applicability of product marketing and more than one attempt to adopt product marketing has failed. Merely adopting product marketing s labels does not resolve the question of whether product marketing can be overlaid on service businesses. Can corporate banking services really be marketed according to the same basic blueprint that made Tide a success Given marketing s historic tenets there is simply no alternative. Could marketing itself be myopic in having failed to create relevant paradigms for the service sector Many marketing professionals who transfer to the services arena find their work fundamentally different but have a difficult time About the Author G. LYNN SHOSTACK is Vice President Citibank . New York she is Marketing Director for the Investment Management Group. articulating how and why their priorities and concepts have changed. Often they also find to their frustration and bewilderment that marketing is treated as a peripheral function or is .