Sample Business Paper on Service Marketing

Currently, service output is a significant contributor to the gross domestic product of a country.
The Services marketing area of the study was developed because of its unique traits, that is,
intangibility, inseparability, perishability, and heterogeneity. A hospitality service sector has a
more significant profit margin if it embraces a strategic trade policy, implemented by expert
vend directors. Additionally, professional marketing strategies are the best in addressing the
challenges and implications of salient attributes of services marketing.
Intangibility is a trait that implies a service cannot be smelled, seen, tasted, and touched.
Besides, the hospitality sector provides tangible evidence. For instance, physical clues (Wirtz
and Lovelock, 27), such as designs of colorful hotel photos of desserts and entrees on menus, are
essential to enable evaluation of the service before consumption. The internet helps in promoting
restaurant pictures, data, and visual trips on websites. The consumers and the service industries
cannot be separated.
The inseparability feature means that separation of service from consumption is not
possible. Firms act as retailers in the production of services as well as serving clients. For
example, hotels usually prepare food depending on the clients' orders except for taking away
meals in supermarkets. There is the consumption of services as they are produced and cannot be

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Services are perishable since they cannot be put in an inventory. For instance, guestrooms
that are not purchased at the close of the business represents a loss of sales. Besides, it is not
possible to recover the lost money since the service has infinite space that is not easily surpassed.
Hotels change prizes to counteract the rising demand to generate more profits. Restaurants need
to monitor supply by managing their room capacity and bringing onboard labor force to cushion
the excess order. Industries produce services that are not homogeneous.
Heterogeneity is the last attribute that focuses on variability in terms of the quality of
service produced. The client's decision depends on the time available, the interaction of
customers, and the reason to pay for the service. It is difficult to consistently deliver services
because clients are part of the process and determine the production and consumption of meals.
Similarly, service quality and deliverance slow down when restaurant rooms have different
occupancies. To sum up, a customer can have a different experience in the same hotel on every
visit. Unique traits of service present challenges to marketers.
Intangibility creates issues for marketers. For instance, it cannot offer protection via
patents. Besides, it not easy to display services and formulate prices. The pricing concept is vital
to business operations (Salman, 54). The business managers make use of workers to assist clients
in the evaluation of the service to increase purchase.
Moreover, marketers indulge in after-sales communication to enhance the image of the hotel.
The cost accounting feature is vital for formulating prices. The service production process is tied
to clients.
Inseparability hinders service production since the consumers' control the entire process.
Besides, it is not easy for the mass production of service since the clients' evaluation influences
the purchase. Training is essential to overcome the shortage of labor force in the hospitality

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sector. (Ho, 1). Training of restaurant staff enhances the quality of services and help solve
customers' conflicts while narrating their experience of using the service. Furthermore, proper
management of clients will accelerate sales. Servicing outputs cannot be preserved for future
Perishability causes storage issues since the preservation of services is not possible.
Besides, restaurants fail to provide adequate services to meet the rising demands of clients.
Implementation of reservation software and price adjustment during peak seasons is vital for
combating the fluctuating level of need. Similarly, increasing the capacity of hotel rooms is
necessary. The quality of services is variable depending on the production firm.
Finally, heterogeneity brings various service output due to different production levels.
Besides, there is no standardization, and the client is not sure about purchasing the service. A
demand that is not homogeneous requires personalization to fulfill the needs of clients.
Otherwise, there would be sufficient standardization (Huang, 3). Providing incentives to
employees and encouraging customers to narrate their experience boosts reliability as well as
consistency. Unique service features are not universal for all occasions.
The attributes of services are not generic to every situation, and the scope of services
marketing need to evaluate the various specific services processes. For instance, embracing
technology reduces the heterogeneity of services output. The internet and audio communication
have changed the concept of perishability, together with tenacity arising from the advanced
application of technology. A paradigm shift is necessary for services marketing to remain

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The hospitality sector will gain maximum profit by implementing strategic policies that are
developed by knowledgeable marketing managers. Besides, business directors play crucial roles
in cushioning challenges of the features of services marketing. For instance, difficulties in
identifying the smell of service, maintaining consistency, and customer risk assessment affect the
marketing process. Above all, the challenges can be solved through client engagement, hotel
reservation system, and training hospitality staff. There is a need for incorporation of general
marketing in ventures for the sustainability of services of marketing.

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Works Cited

Ho, Grace K. S., and Rob Law. "Marketing Strategies in the Decision-Making Process for
Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case
of Hong Kong." Journal of Hospitality & Tourism Education, 2020, pp. 1–13.,
Huang, Ming-Hui, and Roland T. Rust. "Technology-Driven Service Strategy." Journal of the
Academy of Marketing Science, vol. 45, no. 6, 2017, pp. 906–924., doi:10.1007/s11747-
Salman, Doaa, et al. "A New Marketing Mix Model to Rescue the Hospitality Industry: Evidence
from Egypt after the Arab Spring." Future Business Journal, vol. 3, no. 1, 2017, pp.
47–69., doi: 10.1016/j.fbj.2017.01.004.
Wirtz, Jochen, and Christopher Lovelock. Services Marketing. WORLD SCIENTIFIC (US), Apr.
2016, doi:10.1142/y0001. Accessed 14 Sept. 2020.