Marketing Pioneers- Service Marketing.doc

 PAGE \* MERGEFORMAT 17 Marketing Pioneers: Service Marketing ○ Service is a stand-alone product, as with the physical shape of industrial products, consumer goods, like ○ marketing management services will be one of the main areas of research, marketing, from product-oriented to service-oriented service products ○ five characteristics: non - perceptual, non-separation, differences, can not be stored, lack of ownership of services marketing mix ○ seven variables (7PS): product, price, distribution channels, marketing mix, physical evidence, people, services, processes and services, the development of service industry The rise of Marketing Throughout the development process of the modern economy, a significant feature of the rapid development of service industries, its position in the national economy increasingly important. Specifically expressed in one hand, more than half of the gross national product comes from the service sector; the other hand, the service sector also for the community to create a large number of employment opportunities, especially in the economic recession, this role becomes more apparent. Therefore, some people call it post-industrial society’s economic and social services (SERVICE BCONMY), according to the GATT (GATT) statistics, in 1984 the services sector in GDP share, the United States 66%, the European Community countries 58%, Sweden and Finland were 62% and 55%, and according to World Bank data, in 1984 the proportion of service sector employment reached more than half of more than 40 countries. The rapid development of service industry with the status of socio-economic development are inseparable, it is subject to multiple factors, some of these factors with changes in society related to economic conditions of others, and some may be related to people’s lifestyles and attitudes related . However, from the social point of view, the following factors were undoubtedly important: First, the social division of labor and produc