Is Service Marketing Different From Product Marketing?
Some services marketers maintain that service marketing is fundamentally different from
product marketing and that different skills are involved. Some traditional product marketers
disagree, saying, “good marketing is good marketing.”
Take a position: (PRO) Product and services marketing are fundamentally different versus
(CON) product and services marketing are highly related.
With Services, Is It Setting or Core Service?
The form versus functionality debate applies in many arenas, including services marketing
where it can be specified as setting versus core service. Some marketers believe that core
service and its performance is the end all and be all. Other marketers maintain that the looks,
feel, and other design elements of service environment are what really make the difference.
Take a position: (PRO) Service setting is the key to service success versus (CON) core
service is the key to service success.
What Is the Best Type of Marketing Research in Services sector?
Many marketing researchers have their favorite research approaches or techniques, although
different researchers often have different preferences. Some researchers maintain that the
only way to really learn about consumers or brands is through indepth, qualitative research.
Others contend that the only legitimate and defensible form of marketing research involves
quantitative measures.
Take a position: (PRO) Services marketing research should be quantitative versus (CON)
services marketing research should be qualitative.
Is customer relationship management beneficial for consumers?
As more and more service firms such as banks, telecommunication providers, retailers and
many others practice relationship marketing and develop customer databases, privacy issues
are emerging as an important topic. Consumers and public interest groups are scrutinizing and sometimes criticizing the privacy policies of firms. Concerns are also being raised about
potential theft of online credit card information or other potentially sensitive or confidential
financial information.
Take a position: (PRO) Consumers on the whole receive more benefit than (CON) risk from
marketers knowing their personal information.
Is the Right Price a Fair Price?
Prices are often set to satisfy demand or to reflect the premium that consumers are willing to
pay for a service. Some critics shudder, however, at the thought of $50 haircut, $150 lawyer’s
advice or $500 concert tickets.
Take a position: (PRO) Prices should reflect the value that consumers are willing to pay
versus (CON) prices should primarily just reflect the cost involved in delivering a service.
Is Mass Marketing Dead?
With marketers increasingly adopting more and more refined market segmentations schemes
fueled by the Internet and other customization efforts, some critics claim that mass marketing
is dead. Others counter that there will always be room for large service brands that employ
marketing programs targeting the mass market.
Take a position: (PRO) Mass marketing is dead versus (CON) mass marketing is still a viable
way to build a profitable service brand.
Are Brand Extensions Good or Bad?
Some critics vigorously denounce the practice of brand extensions, as they feel that too often
companies lose focus and consumer become confused. Other experts maintain that brand
extensions are a critical growth strategy and source of revenue for the firm.
Take a position: (PRO) Brand extensions are an important brand growth strategy versus
(CON) brand extensions can endanger service brands.