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Business-to-Business and Services Marketing INTRODUCTION

   

Added on  2020-12-30

12 Pages3798 Words398 Views
Business-to-Businessand Services Marketing

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................11. Size and structure of the service sector and its contribution to economy of nation................12. Set out a clear definition of what service marketing is within the Service sector...................23. British Airlines company that operates within service sector and that operates within boththe B2C and B2B market place. .................................................................................................14. Critical evaluation of the structures of Bristish Airlines and its operation in marketingstrategy and marketing mix in both its B2B and B2C operations...............................................35. GAPS Model...........................................................................................................................46. Examine how British Airlines has deployed CRM theory.....................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7

INTRODUCTIONService sector is the most essential sector in business. Business to business marketingmeans where one business sell its products to another business in order to use of sell on to otherbusiness for their own purpose. The service sector is also known as tertiary sector. There areactivities which are included in service sectors are retail, banks, and real estate, education, hotels,health, social work and computer services. Additionally, service marketing refers to continuous,sequential procedures by which company plans, investigate, apply, control and evaluatesactivities which are designed to satisfy the needs and wants of consumers and helps in achievingthe objectives and goals of marketing as well. This report will analyse size and structure ofservice sector in UK and contribution of service sector in the economy of nation. In this report,the British Airlines company has been chosen. The net income of British Airlines Company is£1,473 million in 2017. The slogan of company is To Fly. To Serve.MAIN BODY1. Size and structure of the service sector and its contribution to economy of nationService sectors are sectors which do not produce goods but render services that satisfyneeds and wants of customers. It is also known as the economic sector that unlike industry andagriculture. Since, independence services have great role in shaping the entire historicaldevelopment of UK. The service sector makes an essential contribution to GDP in UK as bygiving jobs, inputs and services of public. The service sector is a crucial element in the economyof UK. There are some activities which have direct contribution in the growth and developmentof nation which are health, education, water and sanitation sectors. These sectors not onlyachieve economic development as it directly contributes to social development as well. Thecontribution of service sector of UK economy is about 50% of GDP of nation. About £119billion contributes by financial service sectors to the economy of UK (Madhavaram and Hunt,2017). It was also found that there is the fastest rate of growth in the service sector of UK whichwas noted 6 months. The service sectors contribute about 80% of GDP, the industry of finance isespecially essential. The largest financial centre in UK is located in London. The second largestindustry in UK is Britain Aerospace Industry. There are number of service sector jobs in UKwhich are housekeeping, nursing, tours and travel and teaching. 1

In 2013, the service sector contributes about 79% from service sectors which has a greatamount of development as in 1948 it was only 46%. There are some characteristics and featureswhich show that UK export companies are ranking amongst the largest international tradeplayers in the world which are Anglo American PLC, AstraZeneca, BP, British Americantobacco and many others which are contributing large to exports. According to the CentralIntelligence Agency World Fact-book, the goods exported by UK plus services represent about30.1% of total output of economy. About 22.6% of exported goods are sold to Asian importerwhile 54.4% of UK export is delivered to other European trade partners. Service sector of UK isproviding employment to large number of people (Mittal, Han, Lee and Sridhar, 2017). The rateof unemployment is 4.3% in 2017 which comes down up-to 4.8% in 2018. The rate ofunemployment in UK is largely controlled by tertiary sector. About 70.4% of global shipment isaccounted by top 10 exports.The main exports of England are manufactured goods, fuels, chemicals, food, beveragesand tobacco. UK is mainly popular for contribution made by service sector of England as it isfamous for so many things like David Beckham, Fish and Chips, Big Ben, Red Buses, Blackcabs, Oasis, and last London and tea. The oldest residence of England which still in use isWindsor Castle. The main and immense contribution is from its education institutes. England isalso popular for William Shakespeare. 2. Set out a clear definition of what service marketing is within the Service sector.Service marketing is an activity of marketing based on relationship and value. The mainpurpose of marketing to make awareness among the customers about the product or services. Inthe era of globalization, service marketing has become the subject that needs to be studied. Thereare vast differences in between marketing of service and marketing of goods. The marketing ofservices is planned that directly satisfies the needs and wants of consumers. There are somefeatures of marketing of services which are as follows- Intangibility, Inseparability,heterogeneity, perish-ability, and change in demand, direct channel and pricing of services.These are all are the features of services which influence the decision of marketing. Servicemarketing is somewhat a complex task. There are so many problems arises in the servicemarketing but marketing of services is very important as marketing makes a key differentiationin services, it has essential role in maintaining effective relationships and also builds customerretention. 2

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