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The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model by Vargo and Lusch (2004)

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The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model by Vargo and Lusch (2004)

  • Developments made by service scholars have and will continue to have a significant impact on marketing in general rather than exclusively on a subset of marketing.
  • All of the marketing should break free from the manufacturing-based model of exchange of output instead of service marketing breaking free from goods marketing.
  • Service scholars develop knowledge that may provide a foundation for the development of a universal understanding of exchange without referring to the artificial differences between goods and services. A universal understanding should be one that emphasizes the key and central role of service in exchange.
  • The characteristics used to differentiate services from goods are inaccurate as they reflect a view of exchange driven by the perspective of the manufacturer.

Quo Vadis, marketing? Toward a relationship marketing paradigm by Grönroos, (1994)

  • The concept of the marketing mix and the four P’s have become an unchallenged basic theory of marketing and completely overpowered initial models and approaches as well as systematic-oriented approaches and institutional approach which are hardly remembered by scholars today.
  • The idea of the items that form the marketing mix has been shortened for pedagogical reasons and since there is a limited number of marketing variables that seem to fit the typical situations observed while using the shortlist of the short standardized Ps.
  • The challenges with the marketing mix paradigm do not rise because of the conceptualization of the decision makers or authors of publication but the problem with the paradigm is because it is theoretically based on a loose foundation.

 RELATIONSHIP MARKETING AND THE MARKETING PRODUCTIVITY PARADIGM by Rasul, (2017)

  • Transactional marketing is part of marketing that has demonstrated how relationship marketing has been widely used, how it has grown and evolved, and how it can adapt to various changes and contemporary marketing.
  • The aim of relationship marketing is to establish, identify, and maintain current relationships while working to enhance them when dealing with customers and stakeholder.
  • Making the goals of the client an achievement comes into play when the relationship marketing places emphasis of few customer ideas in an attempt to provide efficient and adequate marketing for each client while at the same time focusing on areas that generate future prospects for the client.
  • Evolving to a New Dominant Logic for Marketing by Vargo and Lusch, (2004)
  • Evolution is underway toward a new dominant logic for marketing
  • The service-centred view implies that marketing is a series of social and economic processes that focus on operant resources with which a firm constantly strives to make better value propositions that the competitors.
  • The value is defined by and co-created with the customer rather than embedded in output.
  • Regardless of the organization type, people exchange their collective and distributed skills for individual and collective skills of other people in a monetization and marketing system.
  • Goods are distribution mechanism for service provision. Goods are a platform that helps in the provision of benefits.
  • The customer is always a co-creator.

Building better brand experiences in the Touchpoint Revolution by Calder (2017)

  • Currently, customers want to purchase personalized services and good.
  • Touchpoints have overturned planning as people interact differently with brands hence influencing the initially pre-determined touchpoints.
  • Touchpoint planning should start with the audience. The management of branded touchpoint experience is easier when the needs of the customer are clearly understood.
  • An emotional linkage can re-create brand journeys by focusing on the elements that define the experience of the customers.

Best Articles

In my view, Tareq Rasul’s article “Relationship Marketing and the Marketing Productivity Paradigm” and Gronroos article, “Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm” is the best. Not only does Rasul’s article apply to the 21st-century method of marketing but also emphasizes in the creation of a healthy relationship that places the customer at the forefront of marketing.  According to Groonroos, marketing mix and the four P’s of marketing has been the fundamental marketing paradigm for years. He argues that a contemporary approach to marketing is required. I find these two articles to be the best because they both discuss the relationship as the new approach to marketing and gaining customer loyalty.  An example of a company that has gained market productivity through relationship marketing is Coca-Cola. Essentially, Coca-Cola has been selling fizzy sugar water for over 120 years. However, the company has built a strong brand that gets consumers excited about the product. Coca-Cola invested invests huge amounts of money in relationship marketing and it has been doing so even before the concept of relationship marketing existed.  The relationship between the company and its customers relies on the principle of self-expansion. As a result, the company has become not only a soda brand but also a friend.   The two articles develop a conceptual framework that provides a great insight of the contributions of service provision in the development of a long-lasting interactive relationship between a firm and customers.

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