In recent years, the phrase "from things to experiences" has become popular, and Japan has become a service-oriented country. About 70% of GDP is from the service industry. However, this is a trend in developed countries, and the situation is similar in the United States and the EU .
However, much of the marketing know-how is still list of australia consumer email aimed at the manufacturing industry. In particular, Japan has a long history of being known as a technology-based nation, and it can be said that not only marketing but also the working style itself is quite manufacturing-like.
Marketers at SaaS companies, have you ever thought, "Typically, traditional marketing frameworks don't really apply to us..." or "Even though it's called supply chain, it's completely different?"
In fact, the IT industry and the SaaS industry are broadly categorized as service industries. Above all, SaaS provides software as a service, as the name "Software as a service" suggests.
This article explains service marketing. Learn about the characteristics, knowledge, and know-how of the service industry business model and incorporate them into your marketing.
What is Services Marketing?
Services marketing is a marketing activity carried out by service industries and companies that provide some kind of service as part of their business model.
I mentioned earlier that the service industry accounts for approximately 70% of GDP, but as shown in the figure below, the service industry is actually quite diverse, with a wide range of business models including retail, food and beverage, financial services, real estate, education, and IT services.
Japan's GDP (by industry)
Japan's GDP service industry ratio
(Source: Ministry of Economy, Trade and Industry )
However, service industries share the following characteristics:
Intangible: having no shape
Simultaneity : production and consumption occur simultaneously
Perishability : for a limited time only
Heterogeneity : Quality is likely to vary across relationships
"Intangible" does not apply to all cases, as there are cases where physical items are sold like in retail, but marketing activities need to be carried out taking into account the above characteristics that are different from business models that provide tangible goods .
Background of the development
Services marketing began to be studied in the United States in the early 1980s.
This is due to the fact that since 1960, the number of people working in the service industry has gradually increased compared to the manufacturing industry in the United States. A new definition of service has been developed, and marketing from a different perspective than that of the manufacturing industry has begun to be studied.
