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Services Marketing

Description

Services marketing concerns the marketing of services of any kind. Services are rather hard to define. A service is commonly conceptualized as an intangible product. One popular definition describes services as "a deed, a performance, an effort." In other words, services are activities, not things. In addition, services tend to be people intensive, nonstandardized and perishable. All of these aspects make the marketing of services quite challenging.

The following industries are all service industries: Health Care Services; Financial Services; Professional Services; Hospitality, Travel and Tourism Services; Sports, Arts and Entertainment Services; Governmental, Quasi-Governmental Services, and Non-Profit Services; Channel, Physical Distribution and Rental & Leasing Services; Educational and Research Services; Telecommunication Services; Personal and Repair & Maintenance Services.

Career Opportunities

Nationwide, a large number of marketing majors take jobs in service industries. Services firms represent more than two-thirds of the U.S. Gross National Product and three-fourths of all jobs in the United States. New Orleans is a major participant in the service economy, especially tourism services. However, New Orleans is not just a tourism economy. Other areas of the service economy are strong and successful. In addition, health care services, financial services, professional services, entertainment services, telecommunication services, transportation services, retail services, utility services, sports services, governmental services, nonprofit services, construction services and even high technology services are important components of the New Orleans and Louisiana economy.

Because of the wide range of service industries it is difficult to describe a specific career path in services marketing. Career paths vary tremendously in different service industries. In addition, marketing jobs in many service industries were first available in the 1980s. Such industries may offer greater long term opportunities.

Educational Background

The student who seeks a career in services marketing may pursue a wide variety of electives to enhance their education. Services are usually delivered by people. Hence, elective courses from almost any of the social sciences may be helpful. Students who wish to work in a particular service industry should seek out electives that strengthen their understanding of the industry. For example, a student interested in a career in financial services should take electives in finance, accounting, and money & banking.

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