The paper 'Services Marketing: Budget Rent a Car" is a great example of a marketing case study. Marketing of services unlike products is unique in various ways. Firms that engage in services are faced with various challenges in their marketing due to among other factors the fact that services are intangible, perishable and indivisible. Additionally, services, unlike product sales, do not result in ownership of anything. The marketing mix that is adopted by a service organization must thus reflect the need for its target market. Budget Rent A car is one of the largest car rental companies in the world.
The company provides car rental services in over 150 destinations globally. The company’ s marketing mix of the company reflects its strengths and weaknesses in the competitive car rental market. An analysis of the company’ s strengths and weaknesses of its marketing mix elements including product, physical evidence and process allows for a determination of appropriate recommendations on the best approaches that the company can utilize to remain competitive. Introduction Marketing of services is unique in various ways. According to Lovelock et al (2009), unlike product marketing, service marketing is significantly difficult largely due to the intangibility of services and the fact that sale of service does not lead to ownership of anything.
A service is defined as the production of an essentially intangible product, which through some form of exchanges satisfies an identified need (Lovelock et al, 2009). It is also defined as any activity or benefit that is offered by one party to the other which is essentially not tangible and does not result in ownership of anything (Fisk, 2013). The marketing mix of tangible products constitutes of product, prices, promotion and place.
The marketing mix for service extends over and above the product mix and besides place, product, promotion and price elements; it is also made up of people, physical evidence and process (Fisk, 2013). Marketing mix elements of products, process and physical evidence for services The effectiveness of a product, physical evidence and process are especially crucial in the case of service provision. Products Products are the means that organizations employ to satisfy the needs of the consumers. A product is defined as anything that an organization offers to its potential customers whether it is intangible or tangible (Lovelock et al, 2009).
Service products have various attributes that impact on the way they are marketed. These attributes include intangibility, inseparability, perishability, and variability or heterogeneity. The intangibility of services means that services cannot be felt, tasted, heard before they are consumed (Fisk, 2013). It is therefore difficult to compare the results of a purchase prior to the purchase of a service. Service companies must, therefore, aim to reduce the uncertainty by drawing evidence of the service from the process, places, people and equipment, communication materials and so on.
One of the core activities for the company is to manage the evidence by making what is intangible to become tangible (Lovelock et al, 2009). Another aspect of the product is inseparability. This is element indicates that service products are produced and consumed at the same time (Fisk, 2013). The person who provides a service is also part of the service and there is an interaction between the client and the service provider. Provider preference will thus determine whether a customer comes back even when the prices are changed (Lovelock et al, 2009).
Budget Group. Company information: Avis Budget Group. Retrieved 27 Nov, 2013.
Fisk, R. (2013). Services marketing: Interactive approach. New York: Cengage Learning.
Lovelock, C., Wirtz, J., Chew, P. (2009). Essentials of service marketing. New York: Pearson