Instrumenty marketingu w sektorze usług

• Autorzy: Gabriela Bartakova

Warianty tytułu

Marketing Tools in the Services Sector

• Języki publikacji: PL

Abstrakty

Sektor usług jest obecnie jednym z najbardziej dynamicznych wskaźników wzrostu gospodarczego. Autorka analizując temat omawia strategię produktu, dystrybucji i cen podkreśla, że szczególną rolę w strategi zarządzania sektorem usług odgrywają takie narzędzia jak: czynnik ludzki, procesy produkcyjne i technologie oraz "służba nabywcy".

EN

The services sector is presently one of the most dynamic factors of economic growth. In the majority of countries (including Slovakia), its share in GDP is greater then 50 procent (approximately 55 procent in Slovakia). With the growth in competition in the economy as a whole, and in various types of services, the importance of marketing as the leading philosophy behind the functioning of enterprises - one that determines their market success - is also increasing. In practice, this philosophy manifests itself in the formulation of marketing strategies and selection of an optimal mix of marketing tools. The various strategies of a service enterprise must be created in such a way as to be complementary and offer mutual support. The product strategy includes a basic and expanded list of services offered as well as ways in which to differentiate the product and service the market. The pricing strategy should take into account various internal and external factors that influence the situation of the firm. The distribution strategy is oriented towards choosing where to sell products and establishing market channels, and is based on analysis of the interests and market behaviour of buyers and suppliers. Communication is crucial in the services sector, while the promotion strategy should be geared towards the optimal selection and creation of a promotion-mix. An important role in service sector marketing strategies is also played by other marketing tools, namely: the human factor, production processes and technologies, and customer service. (original abstract)

Słowa kluczowe

PL

Marketing usług; Przedsiębiorstwo usługowe; Strategia cen; Marketing-mix; Dystrybucja produktu

EN

Service marketing; Service enterprise; Pricing strategies; Marketing-mix; Product distribution

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 2000
• Numer: nr 538
• Strony: 17--27

Twórcy

autor

Gabriela Bartakova

Bibliografia

• Berry L.L., Parasuraman A., Marketing Services: Competing Through Quality, The Free Press, New York 1991.
• Cibakova V., Podnikanie v służbach, ES EU, Bratislava 1993.
• Gronroos C., Service Management and Marketing, Lexington Books, 1990.
• McDonald M.C., Marketing: An Introduction, Pan Books, London 1991.
• Nemec J., Vanova A., Marketing sluzieb, EF UMB, Banska Bystrica 1994.
• Payne A., Marketing sluzieb, Grada Publ., Praha 1996.