From a practical point of view, it is possible to distinguish three basic directions in the promotion of services: the formation of tangible representation of service (registration of credit cards), combining intangible service with a real object (work of insurance companies and organizations), establishing communication with the seller of service and its consumer. In services, close producer-consumer relations increase the role of interpersonal relationships. Employees of a service firm should be trained to interact with consumers when selling and providing a service, processing payment, and delivering.
One of the solutions to the problems associated with increasing the quality of service delivery is the ways to industrialize services using hard, ore, and hybrid technology.
Solid technology is based on replacing labor with equipment for production. But this technology cannot be used if services require high personal skills and contact connections (legal services for farms).
Soft technology allows for the replacement of individual services with pre-developed technological approaches. For example, the introduction to the advanced achievements of the production sphere, holding seminars at production sites according to a particular scenario.
Hybrid technology combines hard and soft technologies. An example of such technology is the development of notable transport routes to transport goods and specialized engine repair at low prices in technical companies.
The customer's motives for purchasing the service also play an essential role.
The service is provided to meet personal or business needs. Typically, service providers develop different marketing programs for personal and business markets. The motivation of the service provider (direct business or nonprofit) and the format of service delivery (individual or public) is of great importance.
More recently, due to increasing competition, rising costs, and decreasing productivity and quality of services, more and more service providers are becoming interested in nonprofit marketing.
=Organizational marketing is a type of activity undertaken to create, maintain, or change the position and responsiveness of a target audience about competitive organizations. A special department of public opinion usually handles corporate marketing.
It is a kind of marketing management. Marketing management involves knowledge of requirements, needs, wants, and communication qualities. Organizational marketing requires re-optimizing a firm's reputation and creating a marketing plan to improve that reputation. Based on the results of marketing research, the firm can either remain satisfied with its image in the eyes of the public or identify significant deficiencies in the issue.
Personal image marketing is a particular form of activity performed to create, maintain, or change the behavior of relatively competitive individuals.
There are two types of image marketing: celebrity marketing and political party candidate marketing.
Celebrity marketing originated during the Greeks and Romans' times and continues today. Today, many famous movie stars and photo models use celebrity marketing. Each celebrity has a manager, who distributes information about the stars in the media, plans the star's tours in different cities and countries, and conducts advertising and financial activities related to the "star's" appearance on the screen or stage.
Commercial success is directly proportional to the manager's quality and efficiency and the "star."
Celebrities, like any commodity, have their life cycle, which is determined by the talent of the star, the ability to earn the sympathy of the audience and listeners, and the ability of the manager to intelligently, promptly, and efficiently conduct a marketing campaign aimed at taking the "star" from a little-known performer to a famous worldwide "superstar."