A Note on Local Authorities and Tourism

This paper examines the common practice of relating the spending of local government on tourist-related services to tourist-generated income, either income accruing to the local government itself or to the local community as a whole. It is suggested that such practices are unsoundly based and serve to give a distorted view of the significance of tourism.     

Leisure and Tourism Services and the Older Innovator

In the light of changing demographics this article seeks to identify whether 'older' consumers are innovative in their consumption behaviour. A domain specific scale is used among up-market consumers for leisure and tourism services. This scale has been extensively applied to consumers to identify predisposition towards innovative behaviour for specific products and services. A postal survey identified 'older' consumers as having a relatively high level of domain specific innovativeness. The authors suggest that as people age they do not necessarily become less interested in consumption and it is a mistake to ignore or alienate such a potentially lucrative market.     

Marketing Professional Services

No abstract available for this article.     

Educational Services Marketing

In an increasingly competitive educational market one of the greatest challenges for admissions personnel is how to successfully recruit desirable students, once they have been identified. One of the most important tools in this process is the recruitment letter. However, individual recruitment letters are problematic. Because they must be personalized, they are time consuming, expensive, and often difficult to write. Nonetheless, the quality of this individualized correspondence often proves crucial to a student's decision to attend or not to attend a particular school. In this essay, the authors present a communication system, used by numerous large corporations, which can be adapted by academic admissions counselors to help them write-consistently, efficiently, and effectively-individual recruitment letters to prospective recruits.     

Strategy and Tactics: Marketing Leisure Facilities

Marketing is marketing is marketing. Some practitioners would like it believed that the principles of marketing apply to all sectors of commerce, while many in the agency/fast moving consumer goods (FMCG) world believe that the marketers in the fast rising sector of services are lagging behind in both their understanding of marketing and the implementation of marketing practices. This article examines marketing, its definition, scope and use in the context of leisure facilities, broadly defined, in the UK. While training for such marketing may not be formalised, and the strategic direction may not always be in the hands of the marketers concerned, the tactical fundamentals of marketing management exist with a conviction worthy of the envy of many FMCG/industrial marketers.     

The Marketing of Services

No abstract available for this article.     

International Marketing of Services

This article is based on a chapter of a forthcoming book on ‘The Marketing of Services' to be published by Heinemann, Spring 1984. It examines the contribution to the UK's Balance of Payments made by ‘invisible exports', including services, and highlights the advantages and disadvantages that arise when marketing services, as opposed to products, overseas.     

服务特征的再认识与整合服务营销组合框架

本文在文献综述的基础上,通过服务营销与商品营销的对比,分析出服务的9个基本特征:顾客不获得服务所有权、无形性、顾客参与性、人员作为服务产品的一部分、投入产出更大的可变性、服务质量难评价性、不可存储性、时间要素重要性、不同的分销渠道等.并在详细分析针对服务特征所需的营销策略的基础上提出了由服务产品、价格、分销、促销、有形证据、人员、过程和生产效率组成的整合服务营销组合框架,指出服务企业在设计和实施营销方案时必须做好营销管理职能、运作管理职能以及人力资源管理职能的协调与沟通.     

地方政府推进社会责任的瑞典经验

11月初,瑞典哥德堡市政厅的一项采购决定获得了当地法院的认可和赞赏。该市政厅拒绝从一家要价最低的企业采购办公产品,而选择了价格更高的一家供应商。在市政厅看来,如此低廉的价格完全可能是采取了不负责任的生产方式,如过分压低工人薪酬等。     

Marketing Financial Planning Services

No abstract available for this article.     

Marketing Interior Design Services

No abstract available for this article.     

Understanding the Level of Marketing Activity in the Leisure Sector

The level of marketing activity in services businesses has been widley debated in the services literature. The article reviews the application of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. The analysis combines a literature review with secondary data collection and semi-structured personal interviews with senior managers at key establishments. The findings highlight the use of recongnised strategic and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments. The terms minimalists, entrepreneurs and planners are used to reflect the level of marketing activity undertaken.     

Implementation of Services Marketing Programs

No abstract available for this article.     

The Marketing of Professional Services

The recognition by professional services firms of the need to become marketing-orientated and apply marketing techniques is of recent origin. Yet their need to identify, anticipate and satisfy client requirements profitably, rather than passively wait for clients to request their services, is overwhelming. The professional services provided by such specialists as accountants, advertising agents, banks, computer consultancies, consulting engineers, and management consultants are highly people intensive. Consequently, there is more room for individual discretion, eccentricity, delay and error. This article argues that professional services companies can systematically plan the marketing of their services so that they can provide value satisfactions that will create and keep their clients and produce profits.     

Marketing of Recycling Services:

While some research studies have investigated recycling, little work has been done in the area of marketing of recycling behavior by those providing recycling services. This study looks at the effects of different informational, convenience, and economic factors, as well as social norm effects, on recycling behavior of consumers for newspapers, aluminum containers, glass containers, and plastic containers. Results indicate that optimal strategies for inducing recycling behavior may differ depending on the materials to be recycled.     

服务的不可分离性特征与企业的营销对策

<正>随着经济的发展,我国的服务业也得到了很大的发展,服务业在国民经济中的比重由1978年的23.7%上升到2005年的40.3%。然而,服务的不可分离性特征给企业的营销活动带来了一些不利的影响。     

Expert Systems and Professional Services Marketing

No abstract available for this article.     

Marketing Services for the New Organizational Structure

Two trends in organizational structures warrant a reexamination of the ways that marketing services companies (Marketing, Advertising, Promotion, Public Relations, etc.) are asked to support the objectives of their client organizations. The first trend is the "flattening" of many organizations as layers of management are cut in an attempt to reduce overhead. However, there is seldom a concurrent reduction in projects with the result that the remaining managers must accomplish virtually all the previous tasks with a diminished staff. The second trend is an attempt to develop a competitive edge by refocusing the mission of the organization. Total Quality Management (TQM), task teams, and a new focus on customer service are examples of recent attempts to redefine the real goals of an organization and align employees behind the new goals. In this article the authors argue that a new structure in marketing services companies is needed to serve the new organizational structure. This new structure more nearly mirrors the client organization by encompassing multitude disciplines and operating with a lean organization of experienced professionals. The advantages are the same as those that lead to changes in the client companies; lower overhead, greater alignment along disciplines, and a competitive edge for clients.     

Marketing Financial Services in London

ABSTRACT

Given the extremely csompetitive nature of the financial industry in London, England it is important to understand how to conduct a successful marketing effort. A look at various financial services firms in London, such as General Electric Corporation Global, Morgan Stanley Dean Witter, Fidelity Investment and government organizations including the Financial Service Authority and the Bank of England help to profile several methods available to help a global marketing effort. Innovative marketing performance tools such as Customer Advisory Boards, Sales Technology Tools, and other effective performance issues are examined.