How Principles and Practices of Service Marketing Apply to Movies - Coursework Example

How Principles and Practices of Service Marketing applies to Movies Name Instructor Course Date How Principles and Practices of Service marketing applies to Movies Introduction Cinema is a theatre or place availed or prepared to offer the public film views at a fee. Cinema can also be defined as act of availing movies to public of viewing or watching. Cinema is a service which has given many individuals and organizations bus9ness around the globe. Cinemas are technological presentations which ensure members of the public get big screens views. In most cases cinemas have well arrange programs which allows viewers to choose movies or films of their choice. Movies are services like any other services this imply that their smooth operation must entail effective marketing. Service Marketing Most of the world economies are nowadays characterized by service industry. This is because of the role service industry has played in the developed and developing economies. The strength of an economy can be measured by the success of service industry in a country. Movies form part of the services which bring good business across the globe. Movies have moved from the routine entertainment to educative and communication of key messages to the community. In some cases movies have been used for empowerment at various age groups. This has made services to become an integral part of products in the market (Shanker 2002). Most countries are concentrating on improving their economies by concentrating on service industries which bring more returns to the government and ensure that the public is satisfied. This is mostly through the education and health sector which are the most important for a country to achieve meaningful development. The movie as one of the services within the economy is also coming in to promote these other service sectors. For example, movies are widely used in the education sector for relaying key information, the health sector also uses movies to engage the public on a number of health education. It is also important for the movie business to understanding the importance of customers’ value in business. Most service providers usually fail for failing to put in to consideration the importance of customers to a business and this has contributed to their slow growth and some of them even loosing competitive advantage in the market. The quality of services offered by to the customers determines the success of a business because it contributes to shaping a business reputation. However, businesses should try to balance the cost incurred in providing benefits to the public and the benefits derived from the response of the customer toward the good or the service. A business cannot risk providing better services to their customers without meaningful returns because it will lead to huge loses. In this case, it is important for a business to involve customers in making decisions regarding the services to be offered and their views must be considered (Schultz & Doerr 2009). This is done in order for firms in the market to avoid making investment decisions that have no returns in future. Customers are the most important component of a business transaction and their needs must be catered for. This is possible through offering of better services and improving the relationship between the businesses its customers. Health care industry is one of the most competitive industries and its success depends on the services they offer to their customers. The quality of service offered in healthcare industry is similar and therefore the receipt of the value that this sector offers will determine the demand of the services. If customers appreciate the services offered by institutions then, customer loyalty is set to be achieved. Customer loyalty is the most important aspect in business today because businesses usually derive most of their benefits from loyal customers. Loyal customers have more impact on a business more than those with divided loyalty between different firms offering similar products. Since services have become an integral part in the countries’ economies, businesses in the international trade have now shifted to improving the services they offer in order to gain a competitive advantage in the international market. Therefore, the success of a firm in the international operation is greatly determined by the services the firm offers to its customers. Servicing Marketing Strategies Service marketing like any other avenue must involve well developed strategies. Businesses which offer related products in the international trade try to differentiate them by either the quality of good they offer or improving the services offered to their customers. Activities like after sales service plays a key role in winning the customers confidence and this helps in increasing sales of a firm products. For a company to be competitive in the international trade it must ensure that its customers are satisfied with the goods it offers and this can be achieved by ensuring that service marketing is done. The better the service offered before and after the sale of the product makes an impact on how a customer will relate to the business in future. However, such services must be marketed by a business when selling their goods or when promoting their services because it plays a key role in product differentiation or in the quality of service, they offer. Customers value different firms depending on the quality of services they receive and will tend to favor the firm which offers the best quality service. Movie clients or customers have expanded or grown across the globe. This calls for quality as one of the strong points to push the movie business to another level. Quality of movie services offered by a firms leads to customers’ satisfaction which is directly related to the productivity of the firm. A firm is set to benefit by improving on its sales is customers are completely satisfied by the level of service a firm offers and this will increase its productivity and have a competitive edge in the international market. The level of marketing for these services determines the success in which customer loyalty will be achieved. Services have made an impact in increasing the gross domestic impact of the country but their marketing has been a point of concern in the international market. This is because of their intangible nature and they require close attention for their impact to be felt by the customers. Issues like target market and newness of the service play a key role in promotion of the services. Newness of the service depends on the research and the benefits that customers will derive from the service. Businesses have shifted from marketing segmentation to relationship marketing in order to put more attention benefits they derive from marketing of services they offer to their customers. In a similar industry, a customer will choose to purchase a product from the trusted seller. This is because services are intangible and the customer may not know their application since they may not be felt before they are consumed. Therefore, it is important for a business to pay a close attention to the needs of customers and fulfill them to the desired level and this will help in building a long lasting relationship with customers. Customer retention should be the major concern to the firms in service industry if they are to maintain the level of sales that they make. Due to high competition in the global arena and the limited number of customers available, it is important for a business to ensure it retains its customers rather than concentrating on attracting new ones. Once a business puts its attention on attracting new customers it may fail to put into consideration the needs of the customers and they risk losing them to other competitors in the market. Since services are generated and consumed at the same time, it is important for the firms to consider customer requirements and their feedback concerning the quality of service. Involving customers in such instances will play a key role in getting an insight of what customers want improved and their level of satisfaction and this will facilitate customers’ retention. Businesses that produce similar products in the market must use different services in order to differentiate them and attract their customers. Therefore, while advertising for their products they must include the services that accompany these products in their advertisements. Customers must know the extra benefits derived from the purchase of a certain products if they are to choose one company over the others. Most businesses are concerned with the way to protect the services they offer to the public. The intangibility nature of services makes it hard for different firms to protect their services through patents and difficulties in setting of prices. This makes its complicated in the service industry, as customers will look for the firm that offers quality services at a considerable price. This makes different firms in service industry to keep check to the competitor’s behavior in order to decide the price to be charged on the services to their customers. Proper pricing should be done through cost accounting where a business should compare the cost involved before setting the price to be charged on their services. These include cost incurred in production and promotion of services (Rama Moahana Rao 2011). The best move to ensure that the services provided by a firm have an impact on the consumers is to involve them in order to know all their needs. Since the demand of services keeps fluctuating, a firm should develop strategies to deal with the demand and to ensure that it frequently produce products that customers needs. Movie Marketing (How Principles and Practices of Service marketing apply to Movies) Movies are service which generate income hence the need to involve effective market. As a service, movies must be marketed adequately. Movie marketing must involve god marketing mix. Marketing movies must follow the 4ps in order to ascertain quality marketing. Marketing movies must cover the product, place, pricing and promotion element. Product in this case will entail availing movies portable gadgets and other form found suitable for viewers. Movies must also be taken or moved closer to people in need such as setting up more theaters, developing movie shops among others. Movies must also be advertise or promoted on media avenues like social media, television and billboards among others. Service marketing has principles and practices which are considered integral to the movie industry. Service marketing has become one of the integral parts of the business today. It is hard for businesses to separate the services they offer with their goods because the success of a product may also depend on the service offered. Therefore, a business must market its services in the right manner for it to be successful. Services can be either be core or supplementary services. Core services are those services that are primary to a transaction like in medical or teaching field. In this case, movies are services as it forms an industry. On the other hand, movies are major service these companies offer and no other. Quality of services offered by different services providers plays a key role in determining the market share of a business in the market. It helps in improving the image of a firm, establish business relationship, create references and reduce the risk that customers may face while consuming those services. Service marketing is important to the movie industry based on the fact that the industry has grown competitive. A number of providers are coming on board hence the need to embrace service marketing. Movie Industry Growth The movie industry as a service industry experiencing steady growth, it is important that that movie provider deploy variety and quality to service the growing customer base. Like any other business in the global market, movie providers must fight to maintain good market share and at the same time crave new market share. This brings out the all important factor of competition. Competition within the service industry can prove sensitive or difficult based on the intangible element. Movie providers in this case must now work on understand the market requirements, segmenting the market in terms age groups and class of information. To push movies in any market, every provider must work on segmenting the market to ascertain the interest all the customers. It is important for movie providers to weight the contents or present them in a way that meets all the customers at the points of need. In most cases, it is advisable that customer oriented innovation takes center stage. Good providers will work on improving their movies based on the customer response on the previously released movies. In summary, movies have become important services within the modern society hence the need to push for its quality marketing. Bibliography RAMA MOAHANA RAO, K. (2011). Services marketing. New Delhi, Pearson. SCHULTZ, M., & DOERR, J. E. (2009). Professional services marketing how the best firms build premier brands, thriving lead generation engines, and cultures of business development success. Hoboken, N.J., Wiley. http://site.ebrary.com/id/10315621. SHANKER, R. (2002). Services marketing: the Indian perspective : text and readings. New Delhi, Excel Books. Read More