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Face-Off! Synergizing Goods as Services

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In marketing, we face a very important question; “can service-based operation be more effective than a goods-based manufacturing model”? 40 – 50 years ago, marketing concentrated on goods-based manufacturing model and its perspective is to satisfy the demands of consumers by offering them tangible products. But in our modern time, a service-based operation should be more dominant for it involves the whole process of satisfying the consumers and at the same time they proactively contribute to the development of the whole structure of a more effective and efficient marketing approach. Goods are also services, what consumers buy is the long term benefits from tangible or intangible goods and services.

Let me break down the reasons. According to Stephen Vargo and Robert Lusch, there are four myths in service marketing that divides goods from services and they are; Intangibility, Heterogeneity, Inseparability, Perishability. It is said that when we talk about Intangibility, services lack the tactile quality of goods but in reality services often have tangible results because in a customer’s perspective they buy activities that render services and things also render services. The function of a good is to serve as a supply for a service to materialize. The idea is that a thing will remain useless unless it offers a valuable service and function to the consumer.

The other myth is about heterogeneity where it is said that services cannot be standardized. But really, who will layout the judgement, is it the manufacturer or the consumers? The standards are perceived by the consumers given the fact that goods are homogenous by nature; consumers will be the ones who will judge it according to how they will be satisfied because what they are looking for is the service rendered by that determinate good. Even though marketers offer homogenous or standardized things to consumers, not every one of them will have the same perception therefore these things or goods are services in because consumers have different perceptions on how they think they will be satisfied – each individual have unique judgement. There are similarities between the myths heterogeneity and inseparability. The way that I understand inseparability, consumers are always involved in the process and production of what-should-be value of tangible goods. If consumers interact with the tangible goods, they will be able to perceive its value and to the extent that how that determinate thing will render service from them. We must put this in our mind, “the goal of service marketing is to maximize consumer involvement”. Examples of which are their feedbacks and cooperation to fully experience what has been offered. When there is an involvement goods or services will be further innovated.

The last myth is about perishability. It is true that tangible goods are perishable, fruits rot, cars rust and will lose its manufactured value but not in service marketing for it gives long-term benefits to consumers. The idea in this myth is said to be that services cannot be produced ahead of time and be inventoried. The truth is that both tangible and intangible goods can be inventoried and for service it is measured again by the long-term benefits from the rendered service itself. Who would want to put tangible products in an inventory anyway? That only means there is an unbalanced distribution in the logistic cycle of the operation. In addition to this myth, tangible products have no value when manufactured, it is only created when it come in contact with consumers. Again consumer involvement is much needed because the focus is not on the products but on the customer’s value creating processes.

Everything is about service marketing, may it be tangible or intangible. Physical goods only become an element in rendering services. I think it is time that we need to embrace service marketing and declare goods-based manufacturing model as an outdated strategy in marketing. What it can do is to help future marketing people to choose the right steps in satisfying the demands of the customers. Remember this: benefits from goods are obtained by use of these goods—goods are merely the distribution vehicle or channel for service provision; they are appliances (Vargo and Lusch 2004). Keep in mind that even if goods and services differ in some ways, the synergy of these two will lead to the success of a company’s goals.

In marketing, we face a very important question; “can service-based operation be more effective than a goods-based manufacturing model”? 40 – 50 years ago, marketing concentrated on goods-based manufacturing model and its perspective is to satisfy the demands of consumers by offering them tangible products. But in our modern time, a service-based operation should be more dominant for it involves the whole process of satisfying the consumers and at the same time they proactively contribute to the development of the whole structure of a more effective and efficient marketing approach. Goods are also services, what consumers buy is the long term benefits from tangible or intangible goods and services.

Let me break down the reasons. According to Stephen Vargo and Robert Lusch, there are four myths in service marketing that divides goods from services and they are; Intangibility, Heterogeneity, Inseparability, Perishability. It is said that when we talk about Intangibility, services lack the tactile quality of goods but in reality services often have tangible results because in a customer’s perspective they buy activities that render services and things also render services. The function of a good is to serve as a supply for a service to materialize. The idea is that a thing will remain useless unless it offers a valuable service and function to the consumer.

The other myth is about heterogeneity where it is said that services cannot be standardized. But really, who will layout the judgement, is it the manufacturer or the consumers? The standards are perceived by the consumers given the fact that goods are homogenous by nature; consumers will be the ones who will judge it according to how they will be satisfied because what they are looking for is the service rendered by that determinate good. Even though marketers offer homogenous or standardized things to consumers, not every one of them will have the same perception therefore these things or goods are services in because consumers have different perceptions on how they think they will be satisfied – each individual have unique judgement. There are similarities between the myths heterogeneity and inseparability. The way that I understand inseparability, consumers are always involved in the process and production of what-should-be value of tangible goods. If consumers interact with the tangible goods, they will be able to perceive its value and to the extent that how that determinate thing will render service from them. We must put this in our mind, “the goal of service marketing is to maximize consumer involvement”. Examples of which are their feedbacks and cooperation to fully experience what has been offered. When there is an involvement goods or services will be further innovated.

The last myth is about perishability. It is true that tangible goods are perishable, fruits rot, cars rust and will lose its manufactured value but not in service marketing for it gives long-term benefits to consumers. The idea in this myth is said to be that services cannot be produced ahead of time and be inventoried. The truth is that both tangible and intangible goods can be inventoried and for service it is measured again by the long-term benefits from the rendered service itself. Who would want to put tangible products in an inventory anyway? That only means there is an unbalanced distribution in the logistic cycle of the operation. In addition to this myth, tangible products have no value when manufactured, it is only created when it come in contact with consumers. Again consumer involvement is much needed because the focus is not on the products but on the customer’s value creating processes.

Everything is about service marketing, may it be tangible or intangible. Physical goods only become an element in rendering services. I think it is time that we need to embrace service marketing and declare goods-based manufacturing model as an outdated strategy in marketing. What it can do is to help future marketing people to choose the right steps in satisfying the demands of the customers. Remember this: benefits from goods are obtained by use of these goods—goods are merely the distribution vehicle or channel for service provision; they are appliances (Vargo and Lusch 2004). Keep in mind that even if goods and services differ in some ways, the synergy of these two will lead to the success of a company’s goals.

Research Expert

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Since when have you started doing research, research papers and other documentations? For me college life became an obvious reason why I reserved most of my time doing research. Life in high school maybe a little easy when doing research, then comes college days and research became a must for the aspiring graduates and without doing research, college life will be incomplete and that is for sure. So what happens most of the time when a student is doing research? In my experience I do cramming, but im assuring you that cramming with all the information is easy rather than cramming without any data on a table. I can still remember some fresh memories doing English Coursework where all my ideas came to a dead end and suddenly my mind flashed and remembered all the hard work I put into that paper. Good thing that I have passed all my thesis papers and none of it became joke.

If only I have learned the secret before doing a paper. The question is why should we make a thesis paper when someone who are more experienced in doing it can be of help. The main reason to do research or a thesis is to learn but the thing is, we should learn from the ones who are more accurate with their information rather than doing it alone. We need someone who are more knowledgeable about this kind of work and we need them to do things for us but we should also remember that what they do is something we should learn through time. Yes, there are people who will help us do these kinds of papers but they also wish that we should learn from it. Its like a symbiotic relationship between the know-how and the knowledge seekers. Example, making an English Essay can be a hard work, but through learning from the experts, this will be a piece of cake and we can be able to do it alone, maybe even while we are sleeping.

Research papers became handy for most of us especially those who wanted to learn things that cannot be acquired while studying certain subjects. So why not consider a little help from someone who are more experienced on this field and study that paper later on. Just Buy Essay if you feel that you don’t have enough time to make one. Why don’t you lean on someone who can surely make you pass all the requirements? For me, the most important thing is, we need to study what the paper is about. Even if we make an essay but we cannot defend it, we are as good as nothing. So whether it is your work or not, the most important thing is that we have understood it clearly we can speak of it as our work.

Midterm Hassle Solution

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Every midterm examination week, every student knows what to expect – “study hard so you will pass” or “this chance, better not take it lightly”. Yeah, studying means getting your eyebrows burned, staying up late just to learn all the things that was given to you as a lesson or a lecture when in fact there is no need to study everything from scratch if you know well right from the start what course or subject you are studying. This is in fact a not so healthy way to do it, it may be right but not all the time.

As for me, I did take my midterms lightly because I know that I have understood the lessons given to me by those geeky professors. During the week of our midterm examinations, I cannot deny that I have always slept late but not because I was studying, it’s because I am making myself comfortable or perhaps relaxing my self for the next day’s examinations, call it mindset. I scanned my notes but not really studied everything on it, I just looked on some of the important topics and terms in which on the day of the exam, when you already know what that certain term means you will know how to improvise and answer it your own way but accurate enough to gain a score. Another thing, cramming is the worst thing a student would do, of course I would not exempt myself from it, but this practice makes your mind go twisting and turning to the point that what you knew already would confuse you.

The discovery of this my so-called solution is what everyone loves so much.. the most important factor of our lives, the one that keep on telling us that everything is going to be alright, our all time favorite, a sickness and a friend, lets just call it “Laziness”. Ha-ha! But of course, what I did on my exams is considered a controlled laziness. lol! Good luck!

Every midterm examination week, every student knows what to expect – “study hard so you will pass” or “this my chance, better not take it lightly”. Yeah, studying means getting your eyebrows burned, staying up late just to learn all the things that was given to you as a lesson or a lecture when in fact there is no need to study everything from scratch if you know well right from the start what course or subject you are studying. This is in fact a not so healthy way to do it, it may be right but not all the time.

As for me, I did take my midterms lightly because I know that I have understood the lessons given to me by those geeky professors. During the week of our midterm examinations, I cannot deny that I have always slept late but not because I was studying, its because I am making myself comfortable or perhaps relaxing my self for the next day’s examinations, call it mindset. I scanned my notes but not really studied everything on it, I just looked on some of the important topics and terms in which on the day of the exam, when you already know what that certain term means you will know how to improvise and answer it your own way but accurate enough to gain a score. Another thing, cramming is the worst thing a student would do, of course I would not exempt myself from it, but this practice makes your mind go twisting and turning to the point that what you knew already would confuse you.

The discovery of this my so-called solution is what everyone loves so much.. the most important factor of our lives, the one that keep on telling us that everything is going to be alright, our all time favorite, a sickness and a friend, lets just call it “Laziness”. ha ha! but of course, what i did on my exams are considered a controlled laziness. lol! good luck!

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