The Impact of Technology on Service Marketing with

Reference to the 7Ps

The above diagram shows how technology has change the conventional/traditional
service marketing principles by imcorporating a better means to serve both the
customers and services inductries.
Zeithmal et all suggested in 1990, that improved service is critical in gaining competitive
edge, and this imprved service can be achieved by improved technologies. In the
marketing sector, it has been highly believed by marketing researchers that information
technology has a positive impact on firm's performance, but some researchers such
as Urgo (1996) has stressed their believe that technology will not completely replace all
conventional business practices and this has been the case up till today. Our interest on
the impact of technology on service marketing follows that of Jackson (1990), who
argued that services can be changed effectively by the use of information technology.
Such benefits has been believed to include, but not limite to minimized bargaining power
between customers and marketers, developed barriers of entry and new innovative
products and market development. Thus, based on the following arguments, the impact
of technology on service marketing will be analyzed further below:
Product
Tehcnology has increased the production of E-products such as Ebay, Google and
FaceBook. This e-products allows us to keep in touch with friend, go for shoping, make
only purchases as well as banking and promote our services withou having to handle the
conventional bustles normaly associated with such products and services.
Price
Technology has also changed product pricing, becuase companies can no longer use
price differentiation as a means of targeting their customers. This is becuase, customer

can compare prices of the products of services they want to buy by just a click of da
button from websites that offer price comparison services. E.g,
Promotion
Another impact Technology has had on Service marketing is the way it has changed the
promotion strategies from news paper adverts into satelite Tv and Cable adverts, pop-in
and pop-out, drope down menu banner adds, search engine optimization and other
forms of online advertisiments.
Place
Location of goods and services is one of the most influenced elements of service
marketing. Technology has change the way market systems are operated by placing
online marketing which offers more reliability and convenience to customer. Individuals
from around the world can order any product or service of their choice by just clicking da
button and have their order delivered to their door steps..
Besides the poristive impacts of technology on services marketing, they have also been
some negative impacts which includes online frauds, fake websites offering fake or
immitational products, increase in illegal trading, virus atack on cmputers, loss of
information, piracy and other forms of online crime.
Thus, it is arguable to conclude, that technology might not be able to replace all
business conventional system, or if it does it should not be in a near date. But, we all can
agree that technology has had many impact on service marketing and the marketing
concept in general.

Positioning is "the place a product occupies in consumers minds relative to competing

products".[1] Not to be confused with product positioning. Where the Journal of Advertising
Research defines product positioning as a "brands objective (functional) attributes in relation to
other brands".[2] It comes down to the effectiveness of the Integrated Marketing Communications
(IMC) strategy that the marketer uses as to how compelling the message is deciphered by the
consumer. Which in turn, creates the position the brand/product occupies within the consumers
mind. A well-positioned brand should accommodate the needs of the targeted segment and offer
differentiation from other competing brands, where value proposition is achieved. [3] Effective
product positioning has the potential to create a powerful brand; however, if done poorly it can
ruin a brands reputation, which will crush a businesses success.[4]
There are different strategies that can be used to entice the segment the marketer is trying to
reach which will help consumers position the brand in their mind. Communication clutter (noise)
can get in the way of messages from a brand, which will hinder a consumers ability to effectively

position a product or service.[5] Therefore, a message must be clear, concise, communicated, and
targeted correctly.
Marketers have the power to create marketing strategies that can be more appealing to specific
target market groups. Which is related to the way consumers position the brand in their minds;
the more consumers that prefer one brand to another, the more that brand will dominate the
market. This is generally achieved by the brand having a differentiated marketing strategy that is
sustainable and communicates a message effectively through communication clutter.[6]
Positioning is a marketing strategy, which aims to differentiate a brand in relation to competing
brands in order to gain market share.[7] It is the act of designing and creating the companys
image and communicating the benefits of the companys products, so it gains a distinct place in
the market.[8] This can be done by highlighting the main features of the brand or through
advertising channels. Each brand differentiates itself differently to gain customers and to create a
distinct position in the mind of the consumer.[9] The essence of this marketing strategy is for
companies to create a story that facilitates the growth of their business and indicates how their
business desires to be perceived by the stakeholders.[7] After a brand has been positioned, it is
very challenging to reposition the brand without demolishing the image or integrity of the brand. [10]
Positioning strategies are generally used to differentiate the brand from its competitors; however,
the positioning strategy needs to be flexible so it can adapt to changes in the external
environment.[11] The strategies that businesses develop need to be simple; multiple concepts may
confuse the customers and weaken the effectiveness of the strategy. Using a unique brand name
that reflects the vision and objectives of the business will allow for a superior competitive
position.[10] This will help businesses secure financial returns from the targeted market. [12] The
three techniques used in positioning include brand, product and price. [13] The combination of
these will contribute to a successful positioning strategy.
Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative
to competing brands, in the mind of the customer. Companies apply this strategy either by
emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or
they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entrylevel or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to
reposition it without destroying its credibility. It is also called product positioning.
Positioning is one of the most powerful marketing concepts and the meaning of positioning was
rather limited in the earlier years when marketing was just getting started which focused on the
concept of reputation. Positioning then became "the place a brand occupies in the mind of its
target audience".[14] Under this meaning many companies now use the concept of positioning as a
part of their everyday marketing activities or strategies and is also used as a tool for explaining
how consumers can relate to foreign markets easier.[14]