[雙語翻譯]服務(wù)營銷外文翻譯--服務(wù)營銷的概念研究： 印度市場7p優(yōu)于4p的競爭優(yōu)勢

1、2200 英文單詞， 英文單詞，12500 英文字符，中文 英文字符，中文 3700 字文獻出處： 文獻出處：Lake View Campus D. A Conceptual Study of Service Marketing: Competitive Edge of 7P’s over 4P’s in Indian Market[J]. International Journal of Application or Innovati

2、on in Engineering & Management. 2016,6(5):36-40 A Conceptual Study of Service Marketing: Competitive Edge of 7P’s over 4P’s in Indian MarketMr. Rakesh D, Mr. Srinath B V, Mr. Naveen R KarkiABSTRACTThe aim of this pap

3、er is to understand the impact of services marketing 7P’s (Product or Service, Price, Place, Promotion, People, Physical Evidence, Process) in the accomplishing of competitive advantage against marketing 4P’s. Modern mar

4、keting companies are blending all the 7Ps of services marketing in their marketing activities to retain existing customers as well as to attract potential ones in Indian Market.A significant body of literature has reveal

5、ed that the 4Ps of the marketing mix have emanate under disparagement by many marketing scholars from different perspectives. For services businesses, the customary marketing mix framework should be prolonged to include

6、the other 3Ps (people, process and physical evidence) as deliberatefoundations, which distress companies’ enactment.The Service Marketing Mix comprises of seven decisions which should be considered before launching a pro

7、duct. Firms should plan targeted approach on these seven different components and they are Product, Price, and Place, Promotion, People, Physical Evidence & Process. All the seven variables help the firm in articulat

8、ingpremeditated decisions necessary for competitive advantage. The main objective of this article is to style the importance of relationship of 7P’s of service marketing mix for attaining competitive edgeabove 4P’s of pr

9、oduct marketing mix in market. Marketing Mix comprises of Product marketing mix and Service marketing mix.Keywords: Competitive Edge, 7P’s, 4P’s, Product Marketing Mix & Service Marketing Mix1. INTRODUCTIONThe marke

10、ting mix is a corporate tool used in advertising and by marketers. The marketing mix is often crucial when determining a product or brand's offer. The marketing mix refers to the set of actions, or tactics, that a co

11、mpany uses to endorse its brand or product in the market. The term “marketing-mix“ was first coined by Neil Borden, the premier of the American Marketing Association in 1953. It is still used today to make important deci

12、sions that lead to the accomplishment of a marketing plan. The innumerabletactics that are used have evolved over time, especially with the increased use of technology.Implementation of marketing mix in Indian Market Yea

13、r 1980s onward, many marketing researchers intend new concept ‘P’ into the marketing mix. Judd (1987) proposes a fifth P (people). Booms and Bitner (1980) add 3 Ps (participants, physical evidence and process) to the ori

14、ginal 4 Ps to apply the marketing mix concept to service. Kotler (1986) adds partisan power and communal opinion formation to the Ps concept. Baumgartner (1991) suggests the concept of 15 Ps. MaGrath (1986) submits the t

15、allying of 3P’s (personnel, physical facilities and process management). Vignalis and Davis (1994) suggest the totaling of S (service) to the marketing mix. Goldsmith (1999) suggests that there should be 7P’s (product, p

16、rice, place, promotion, physical evidence, process and personalization).7P’s Formats in India:their interior design and decorations to offer a tangible and unique experience to their guests.Objectives of the Study:?To un

17、derstand the current scenario of 7P’s of Service Marketing Mix in Indian Market.?To study the competitive advantage and impact of 7P’s of service marketing over 4P’s of product marketing.7P’s in SERVICE MARKETING: GLOBAL

18、 SCENARIOService Marketing is a sub field, which can split into the two main areas of goods marketing and services marketing. It typically refers to both business to customer and business to business services and include

19、s marketing od services such as telecommunication , financial, all types of hospitality, car rental, air travel, health care and professional at the global level.According to Mintel's report, 66% of consumers in Unit

20、ed States do prefer service in products because of high cost, while 34% say there is lack of availability of service of products in the market. This shows the huge potential for untapped market and customer demand and r

21、equirement for service of products which the companies can exploit for capturing the market share and thereby enhancing the profitability and sustainability of the organization in the global competitive scenario.7P’s in

22、SERVICE MARKETING: AN INDIAN SCENARIOThe subject of service marketing is vast, having important implications for business strategy and public policy. Clearly, service marketing is part and parcel of the overall corporate

23、 strategy. Service marketing also ties closely with issues of industrial policies and environmental sustainability such as extended producers liability, life-cycle analysis, material use and resource flows, and eco-effic

24、iency.In Indian scenario customers expect the physical appearance and the evidence of a product rather than the theoretical experience. Which acts as a very important tool to the customers to purchase a good or product.

25、They expect large number of customers which is old and tradition methodology and also acts as myth for them to become loyal to a particular product. So the additional 3P’s acts a very important role in service marketing

26、which became a competitive edge for the traditional method of 4P’s in product marketing.Potential of 7P’s In Indian Market: Telecom Industry:?The rapid growth in Indian telecom industry has been contributing to India GDP

27、’s at large.?Privatization was gradually introduced first in cellular and basic services, followed by value added services.?Upcoming service such as 4G and WiMAX will help to further augment the growth rate.Services

28、Ex: VAS, Blackberry wireless handheld, Live Portal, Caller line identification, On-the –move information service, Cheapest call rates, Rewards on usage, wide and extensive presence, customer care touch points, DND policy

29、 etc..Transportation Industry:?Elegant interiors with well-designed seats more leg room as a luxury.?Booking offices and ticket counters are extremely spacious and well designed with good looks.?Class of travel, Load fa