The Business Key Ingredient

Once again we stick to the interdisciplinary nature of marketing to address this section, as some authors believe that is different from marketing in the sector of consumption. Kotler himself in the U.S. was a pioneer in proposing an extension of the concept of marketing, which had at no time exposed to differentiation at the time.

As is known, the central concept of marketing was forged and developed in the field of consumer products. This explains why the techniques, tools, concepts and approaches of traditional marketing management to accurately respond to the needs arising from the e-marketing services of such products.

Therefore, the justification would be found in their own practice, as experience has demonstrated that by acting on a product market to use the same strategies and tools than if it acted in a service, the only but important difference come marked by the adaptation to be made of these specific sectors.

Buyers of products and services and patronizers of e-business services are driven by the same basic motivations: security, economy, comfort ... The differences between markets is just another nuance and operational differences, not conceptual. Consequently, the same techniques used to sell drinks or cars can be used to sell financial arrangements, insurance, travel, etc.

These approaches lead us to a global vision and equal products and services. However, I insist, because of its importance, the key word “adapt”to the wrong address “adopt." The marketer must be aware that the use of different work tools should fit the market and sector in which we operate.

Consequently, the marketing of services should be seen as an extension of the traditional concept. It must therefore reaffirm the exchange processes between consumers and organizations with the ultimate goal of meeting the demands and needs of users, but depending on the specific characteristics of the sector. Example of this is in the areas of training, insurance, tourism, banking, board, etc.., Markets that are as advanced as consumer goods.

However, there are other not-so-mature markets that are what determines the degree of development of a country, cultural marketing, public sector, nonprofit, social, etc.

At this point it should clarify the concept of service as it becomes confused with the complementary element and care which shall include all products and even the whole service (understood as the intangible product) and thus, experience advises that added value provided a product, rather than the service that has a particular product. I shall make it clear to the example of the English Court which has a loyal clientele in both its portfolio of products (appliances, furniture, grocery, fashion, books ...) and its portfolio of services (travel agency, insurance, computer ...) as the service, rather the added value (customer service, parking, postage free, finance, money back if you do not like a product, flexible scheduling ...) what makes the market value positively. As the focus of the question, we confirm what has been presented, as the marketing strategies carried out by the English Court are identical for the sale of its products and to sell their services.