Essays on Separating the Creation of a Value into Goods Marketing and Services Marketing Coursework

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The paper "Separating the Creation of a Value into Goods Marketing and Services Marketing" is a great example of marketing coursework.   “ There is no reason for services marketing to be a separate area of marketing. All marketing deals with is the creation of value by the organization and the consumption of value by individual consumers. Separating the types of the value creation process is just adding an unnecessary layer of complexity to a simple process. ” Introduction While services marketing paradigm makes use of such characteristics as the inseparability, intangibility, heterogeneity, and lastly, perishability of services to differentiate them from goods and use different approaches to marketing services, none of this is necessary if a value cannot be seen by customers (Lovelock & Gummesson, 2004).

It follows that if the seller does not make a buyer see value in a proposed service or good, then that marketing strategy or move, is different from those that do, regardless of whether it is a good or a service being proposed to the customer (Lovelock & Gummesson, 2004). Services provide benefits to buyers via temporary possession or temporary access, as opposed to ownership seen with goods (Lovelock & Gummesson, 2004).

Payments for services are in the form of access fees or rental fees. This makes many marketers view services differently, and package them differently than they would with goods. This approach has its implications and various opportunities arise (Lovelock & Gummesson, 2004). For instance, some quarters of the marketing business propose that goods be marketed following the service format (Lovelock & Gummesson, 2004). Over time, in marketing efforts have been made to bring goods and services into one sense of commodity referred to like the product.

In which case it would make it advantageous to bring about the amalgamation of value creation and value consumption into marketing (Carlson, Grove, & Dorsc, 2003). However, the term product has been unsuccessful in its fulfilling of the representation of both goods and services (Lovelock, Patterson, & Wirtz, 2014). In most cases, when the term product is used it refers mostly to goods and only to services in a few distinct separate cases. As such, it is definitive that goods and services are two distinct commodities that are offered from a seller to a buyer in the intent of fulfilling a specific utility value.

In this case, it is arguable that the service and the good offer different forms of utility that can only be satisfied separately and in unique ways. When a supplier offers a good or service for sale to a consumer they offer just the aspect of value proposition. It is on the part of consumption by the consumer does value actualization actually occur. Resultantly, value is a co-creation outcome between the intent of the seller to satisfy a need and the willingness of a buyer to purchase that satisfaction (Park & Ha, 2015).

The fact that goods and services target the satisfaction of different needs means that they provide different forms of utility. However, the utility that they provide is only known to the seller and to the consumer only at the time of actual purchase and consumption. So in marketing, a good or service it is up to the seller to make known to the buyer the actual utility they are presenting.

This entails going into particulate detail on the service or product they are offering. The marketing of a good or service requires delving into the detail unique particulars of the item and connecting it to the utility need of the consumer (Payne, Storbacka, & Frow, 2008). It is only through the separation of goods marketing and service marketing can a seller be able to present the consumer with a direct connection of the item they are offering, its utility, and the specific need it is meant to target in the consumer.


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