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USMBOK™: USM210
Service Marketing
Marketing is the systematic process of finding out what customers want, then setting out to meet their needs by understanding their problems and objectives, and positioning your products and services, making prospects and customers aware of offerings, attracting new customers, keeping existing customers interested, and building and maintaining customer loyalty.
Charter Statement:
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To research the market to create information required to develop a relevant service portfolio, and to develop a strategy and programs to communicate and position the value of service offerings against market needs and problems.
Service Marketing Quick Links
Best PracticesKey Performance Measures
Additional information on this topic is included in the Guide to the USMBOK and supporting reference materials.
Key Objectives
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The following key objectives are just some of those commonly found within this topic's standard operating practices:
A more complete list of objectives may be referenced in the Guide to the USMBOK and supporting reference materials.
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Key Concepts
The following key concepts are just some of those commonly found within this topic's standard operating practices:
- Strategic planning
- 4Ps of Marketing
- Marketing mix
- Target market
- Marketing communications plan
- Service catalog
- Report catalog
- lead generation
- Public relations plan
Key Artifacts
The following key artifacts are just some of those commonly found within this topic's standard operating practices:
- Service marketing plan
- Market research reports
- SWOT analysis reports
- Communications plan
- Service position statements
Major Activities
The following major activities are representative of those commonly found within this topics's standard operating practices:
- Conduct market research
- Conduct strategic planning including SWOT analysis
- Create marketing plans and programs
- Create market position statements
- Create marketing programs
- Manage communication plane
More...
The USMBOK provides a significant amount of additional information on each element of the framework, including this area. The additional information includes:
Best Practices :
Best practices represents a technique or method that through experience and research has reliably led to a desirable level of operation. The USMBOK provides specific guidance on the 'best practices' required to design, implement and sustain an efficient and effective operation and offer these through a subscription based service, the
Best Practice Statement Library.
Key Performance Measures :
The efficiency and effectiveness of an operation is measured through its 'performance'. The Performance Management Framework (PMF) provides three levels or types of measures to help manage performance from the strategic, tactical and operational perspective.
The USMBOK provides specific guidance on these 'key performance measures' through a dedicated, subscription based service, the
Key Performance Measure Library.
Extensions:
An 'extension' is an approved additional relevant reference to the USMBOK and typically in the form of :
- A book or publication with an ISBN or similar reference;
- A website page or pages;
- A white paper;
- A personally penned article or report;
- A periodical article or newsletter item;
More information on the available extensions and how they may be accessed or contributions submitted can be found here:
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