Marketing services and information technology

Marketing services and information technology
  
Services sector occupies an important place in most of the economies of the countries, as these countries do not produce

And consume more services than ever before, but also that the method provided to the final consumer in change

Continuously, especially during the recent years the world where there was a flurry of activity based on technical

Information, to the extent of the technological revolution, which included all spheres of life.
Where the world has evolved

Great in all forms of technology, and perhaps the most prominent manifestations of this evolution that happened merger between

Phenomena of explosion of information and communication revolution, or the so-called revolution of information and communication technology

And what its effects on the economies of both countries in the field of services or goods.
Perhaps the greatest impact

This technology appears in the field of marketing represented in the e-marketing or internet marketing.

The reason for this is the Internet, this new means of communication that prompted institutions to

Different types to restructure and traditional marketing functions including proportional and the requirements of this era

Informational.

Can we say that marketing electronically for any commodity via the Internet varies greatly

More traditional marketing, or the difference between the two areas (traditional and electronic) lies in Figure

And the manner in which they are the implementation process.
We will try through this chapter to answer these questions

And other terms of this chapter provides:

General concepts about Marketing  Services

Services marketing mix 

The role of information and communication technology in the marketing services
  
General concepts about marketing services

The application of the concept in the catalog service institutions significantly real and not only comes in

Late periods compared to what happened in the rest of the productive and commercial institutions, the rapid evolution

Happened in the communities and the increase in complexity, has led to increased need for services and as a result

To increase awareness among individuals and increase incomes and widening geographic spread of these

Individuals prompting service institutions to study the needs and desires of individuals and try to meet them.
So

Be able to withstand the competition, which paid to adopt modern marketing concept.

The first requirement: what marketing services

Before addressing the essence of marketing services we first discussed the concept of a kind of brief service

I knew the American Society for marketing the service as a "non-tangible products, are exchanged directly from

Producer to the consumer, and are not transported or stored, and is almost perish quickly, often difficult in services

Identified or knowledge because they show the presence of the same time they are purchased and consumed where they are made

Intangible element of the syndrome ( separated from the forefront) and often include the participation of the customer

A significant way, where ownership is not transferred and do not have a title or a recipe. "Can limit the features that characterized

Intangible services, are as follows: Services intangible things, the correlation between the provision of full service

And use, the difficulty of patterning Service Venaúah service, the service does not need to be heavy use of channels

Physical distribution.
1

Will be more detail in the concept of services and its advantages in the first requirement of the second section.

-1 Services sector

The services sector did not stand any little interest early by economists as those considered

Non-productive services or productive and adds little value to the economy.
And has recognized "Adam Smith" in his writings

In the 18th century, the production of all the tangible output and stateless production output describing the concrete

The latter as losing any value (ie, non-productive or product).
And this belief has prevailed until the fourth quarter of  

The 19th century.
When it came "Alfred Marshall Plan" saying to the effect that the person who offers or provides services . 
Is capable of providing the benefit of the beneficiary, just like the person who produces commodity 1

However, the modern marketing thought was his appearance and hand to meet the humanitarian needs in both its tangible

And intangible, and had this thought focused heavily on the types of services as a result of the broad evolution

The types of services sector as a result of the broad development of the services sector, which is one of the mainstays of orientation

Contemporary management where this sector attracted in developed countries, the wide range of workers in the

Those countries, when compared to the rest of the other sectors, where reports and statistics indicate that the

This sector accounts for about 25% of the total workforce in the world, and so in 1965

1995.
And in developed countries was - and this percentage rose to nearly 49% in the period 1990

74%, respectively, 2% - percentage in 56 periods

The services sector is not going on in the framework of specialized institutions such as hotels, airlines

And banking, and telecommunications, and insurance, etc., but  to include institutions exercised productive activities

Where are the other became compete in providing services to customers. There is also a hidden sector, service within

Restructuring of many large institutions or industrial, agricultural, extractive, and this hidden sector is

Internal Services, which covers the broad range of activities such as: appointments, and publishing, and services

Legal, and the transport of goods, and office cleaning, etc..
Many organizations today have become delegate

Internal services to service organizations or independent outside contractors for their organizational structures, and this

Hidden sector has become an integral part of the competitive market, and it became this sector contributes to the

GNP as part of the traditional service sector.

Today, the service sector has become an important place in the lead economies of most countries and with the face

Services organizations in the private sector to increasingly violent and levels of competition, the other group

Public services in the face of the facts began competitive markets for the first time, prompting institutions

Service to the adoption of modern marketing concept, whether these institutions were intended or not intended to

Profits.

-2 Concept of marketing services

Market, the marketing term shows (Market) marketing word derived from the English word

Well the concept of the rule that indicated by the search for a consumer (more generally about the market) before
  
Decision-making and direct business 1.
Marketing has become among the most important functions in

This importance by saying "that the purpose of any project (PFDruker) within the institution, where crosses Drucker

Is to create a customer, and that the marketing function is one of the most important functions and this is due to its freed and Excellence

Among other functions, "2

And have included vessels thought to many definitions of marketing, and can distinguish between what is known as the concept

Traditional or narrow, and expanded the concept or talk.

Traditionally, the fundamental outlook for the marketing activity that the distribution and availability of products on the market

This activity, which works "(AMA has been reflected in the definition of the American Marketing Association (1985

The flow of goods and services from producer to consumer "3

And the most important characteristic of this definition, it is considered a founding active marketing, but that he had been for many

Criticism, including:

- Neglect of many of the activities and business.

- Ignored for organizations that not-for-profit.

- Overlooked the role of the environment in marketing.

- Public and minimize the importance of the swap.

In light of these criticisms tried many writers, researchers and practitioners adopt definitions more

Realistic and comprehensive marketing activity, notably:

"Marketing is the implementation of project activities that direct the flow of goods and services from the producer to the consumer

(MC "final or the buyer in order to satisfy the needs of industrial customers and in order to achieve the objectives of the project

4. (1971Carthy

As defined by Geronurs the year 1990 as an activity revolves around the system long-term relationship with

Customers by saying, "Marketing is the process of organization, which aims to build and maintain, and strengthen (and often

Not necessarily always in the long term) stable and continuous relationships with customers and all parties

Post profitability, and that in order to achieve the objectives of all parties, and this is done through the exchange

Common and agreed to fulfill the promises
  
With the goal of marketing is the institutions that aim to profit, but the modern marketing changes

Has included other social sectors such as health care and social care where it is

Interest service institutions that aim to profit and not-for-profit that seeks to improve

Services, then become engaged in social marketing (marketing its destruction), this

Basically known as the "Marketing as an administrative function is defined as the analysis, planning, implementation and control

Programs that have an impact on services and ideas, and promotion, which take into account in choosing services

Appropriate and put the right price and to identify the channels of communication and service delivery outlets, in addition to research

Marketing 1

The goal of marketing is to know and understand the customer needs and then meet them and society has proposed Assembly

American Marketing following definition of "Marketing is the organization and function is a set of developments

Focused on creating, testing, and give value to customers, as well as the conduct of relations with them for the benefit of the organization

(AMA2004) and its subsidiaries "2

Kotler also gave a social dimension in its definition of marketing his "Marketing is the process of economic

And social which enables individuals and groups to satisfy their needs and desires through the creation and exchange of

(Kotler, 2006) products and services at the corresponding value with others.
3

Through these definitions to conclude that the marketing of services is characterized by a number of characteristics:

Importance of the relationship with customers, the large number of elements that must be taken into account, especially the role of marketing

1), as well as the concept of service as perceived quality - internal and interactive as shown in Figure (1

And other determinants are important.
  
For more understanding of marketing services we will study in the stator element origins and evolution of marketing services

-3 Origins and evolution of marketing services
  
Services sector has become today one of the most important sectors of economic activity for many of the countries in terms of

Contribution to the total GDP and provide employment opportunities.
And for a long period of time to ignore those who

Service institutions management marketing issues and problems associated with those institutions, depending on the

That the service is not shopping, but performed by experts and professionals that service institutions was a

For small enterprises (such as shaving, small restaurants ...) and several professions do not have the right to exercise

Marketing (Certified, doctor, lawyer ...).

But today it has become a marketing services of the hot issues both at the level of the literature

Or marketing practices by managers, and then increasing attention to the problems associated with the marketing of

And provide the service because of the characteristics of services that make it different recent marketing of goods

Material.
In addition, the increased interest on the part of industrial enterprises producing material goods

That provide services associated with the sale of goods, which has become a source of competitive advantage that can be

Enjoyed by these institutions as compared to its competitors.

Did not reach marketing services to position it is today only after it passed through several stages and developments

That there are three stages over (Fisk) and Fisk (Brown) and Brown (Bitner) where he explained Bittner

Marketing services at its inception, its development and in a study entitled "Follow-up triggered the emergence of marketing literature

Services "which are: 1

First: the slow crawl stage (pre-1980): focused discussions during this stage in Bothagh of

The need to separate the marketing literature to address the problems related to direct and document services sector

Exclusively.
Has emerged writings argue and discuss the feasibility of a theory of marketing configuration services are

More convenient and more accurate interpretation and diagnosis and determine the particulars relating to the activities of Foundation

Service.

The researchers also during this period examine and study some aspects of the theory of marketing

Where and found that many of the aspects of this theory is either insufficient or inadequate to address the problems

Facing the services sector.

Light on aspects of the difference between channels used in (Deonnlly) have highlighted Dionla

Marketing services and those used in the marketing of goods and the contents of the strategy.

Most of the criticism directed at science-oriented marketing as a commodity, in a provocative essay

When asked about the feasibility of intercalation marketing policies devoted to items in (Shostock) researcher Hostock the
  
Services, traditional marketing and critic calling it short-sighted and the inability to address the specifics of

And the services sector problems.
And in response to it traditional marketing men said that the services do not need to

Separate marketing theory and that theory based able to address all the problems in marketing

The productive sector and the service together, and it can not be defined as services that is worth addressing flour

Private, and it can not be clearly separated from the Item.

1986): This phase saw a noticeable increase in - Second: the accelerated phase of walking: (Between 1980

Related literature of direct marketing services, where he was instead of efforts to classify more services

Accuracy and clarity than ever before.
It also was dedicated and intensely focusing attention on the most important issue, not

Model (Parasuraman) and (Berry) and (Zeithaml) and quality management are in service operations - has developed

Quality of Service highlighting the importance of quality efforts in assessing the quality of (Graps) gaps

Services.

An important studies that have emerged in this period: the interactive relationship between the institution of service

And the beneficiary, and internal marketing, people and material support and service providers as additional components of the elements

Marketing mix.

Juasa such as: Allammoosah, heterogeneity (Bitner) and Bittner (Booms) The Boumz

And Alphenaúah or Alhlakih, and other properties that become service excellence this item.

For the first time this stage witnessed the emergence of books specializing in marketing services.

Third: the rapid jogging phase (since the 1986 up to the present time): This period saw growing and growing

The importance of the marketing literature handled accurately and directly the problems of the service institutions.

Researchers Altsoegiwn the focused interests to topics and in-depth studies and analytical and deductive

Tailored to a new branch and is marketing services, and from these studies that added a lot to

Marketing literature such services relating to the design of service, service system, as a service, levels

Personal communication services, and quality of service user satisfaction, internal marketing and screen

Analysis service, in addition to dozens of other topics that included research and studies

Specialized in the field of marketing inventory service, all of which targeted the formulation of a theory

Marketing services.

This period also witnessed a particular (especially in the nineties) the growing movement of specialized research in

Marketing services, where a number of researchers (academics and practitioners) using database

Where they have been used in an attempt (PIMS) "which they renamed" the profit impact of marketing strategy
  

To measure the quality and profitability of the service.
And this was the first time you turn the researchers to analyze and study the element

Profitability in the service.

She also appeared other innovative models to explain the mechanisms of the services sector, notably the efforts made

And his colleagues to study and analyze the logical relationship between (Gummesson) by Swedish researcher

Quality, productivity, and profitability in the marketing of services.

Today it has cut marketing services to great lengths and reached the stages of a thriving and amazing

Evolution, and, of course, and in line with the information age in which we live or as some call it the era of

Online, the service-restructured institutions and marketing functions in line with the requirements of

Era, where the back of what is known as email marketing or online marketing.

The second requirement: Some of the application areas of marketing services

-1 Bank marketing

The marketing activity consists of a set of activities that include planning and directing operations

And performance audit in order to develop the Bank's competitive position within the banking market, and this is done through

Work to maintain existing customers and expand the circle of customers by banking

Sophisticated and distinct, and has emerged the need for the marketing process as a result of the intensification of competition between banks

Trade on the one hand and other institutions in addition to the rapid changes in economic indicators

And social control the activity of these institutions, which in turn necessitated work on banks

Keep pace with these changes to maintain its competitive position.
And bank marketing have known it "expresses

From that the main function of the bank and the banking institution responsible for all of the study: Marketing

Banking, and target customer and is working to adapt with the banking institution, including works on

Satisfy these needs and desires a greater degree of saturation achieved by competitors.
And no doubt that the success of bank marketing strategy can not only be done by choice

Appropriate and effective and integrated banking to mix items, which will be adopted in the implementation of the strategy

Banking and marketing in order to achieve the set objectives.

Banking service is: "Intangible products are handled in certain markets are designed to meet

The needs and desires of the beneficiaries and provide them with benefits such as loans, deposits, checks ... "2 and can be divided

To: banking practiced by banks for the benefit of customers, and charge them a commission as a
   
Taxi business services such as accepting deposits, open a current account, savings deposits, collection

Bills of exchange, letters of credit ...

And lending services and facilities to the business organizations and interest-charge, including: providing

Loans and credit facilities, commercial paper discount, discount bills of exchange on the basis of sales.

Invest part of the bank's resources in securities trading.
The price refers to the banks interest rates and transfer fees and commissions

Peer charged by the bank doing to provide certain services to beneficiaries in return for interest which is the percentage

Certain of the amount of the transaction, and according to the instructions of the Central Bank, where puts an upper limit and a minimum

Of interest, and the bank in interest expense of freedom within these limits.
2

The bank's success depends on the performance of his well-chosen port distribution and the provision of banking services

Appropriately, which meets all the needs, desires and goals of the bank's customers, and at the same time not

Cost to the bank is appropriate.

And usually the decision to choose a branch of the Bank linked to the type of banking unit Bank will

For use in the distribution of services, where banks are using several methods and distribution channels to allow

These services, and the most important of these methods: bank branches, Agencies banking system, and units dealing

Automated. Handling system set-off, providing technologically advanced banking service.
The promotion is effective driver of the banking business and the spread and development, and then, any bank or

Banking financial institution need to promote the creation of definition and connection, directly and indirectly, to the public

Customers whether current or are, and the definition of continuing its services, where promotion is defined as "all Photos

Contact from the router to identify the beneficiary of services that suit his need, his desire and his

The bank, in addition to the reminder of the benefits obtained by receiving those services "4

-2 Tourism marketing

Tourism plays at the present time a large role in income, tourism  the evolving

And are in great demand in most countries' economies because of its positive impact on these economies,

tourist knows that "administrative and technical activity carried out by the organizations and establishments

Tourism inside and outside the country to determine the prospective tourist markets and identify them and influence  

In order to develop and increase tourist traffic coming from and achieve compatibility between the product and tourism between

Desires and motivations for different market segments. "1

Thus, the tourism marketing is an administrative process that includes goal-setting and regulatory processes

In addition to the administrative processes and can be argued that the need to identify markets and sectors report

And guess competitive position, and the use of appropriate means of access to markets such as: promotion, media

Communication and transport, work on the development of the marketing mix, which should be consistent with the ability of

The institution and the region.

Tourist Service "is a mixture of natural conditions (geographical, climatic and environmental

And cultural, religious and social, and other ingredients) as well as services

And tourist facilities such as essential public facilities and tourist services. "2

Pricing tourism is one of the important activities in the tourism business, and an important component of