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To assess the value of marketing for Barclays I need to define the term Business Philosophy This is where Barclays feel that we should put marketing at the heart of our organisation This would enable us to be more customer focussed and customer driven This would result in many of our companys processes being restructured to identify what our consumers needs and wants are With this information a product can be developed to satisfy then exceed our customers expectations Marketing can assist our goal to be more customer focussed in many areas of our company At Barclays we sell a service and not a good there are four characteristics that separate our services from a good By applying marketing techniques at each of these characteristics adds value to our services by showing our customers that we are customer focused and differentiated from our competitors If we can reach this goal then retaining and gaining customers will lead us to increased and sustained profits Intangibility A good is an object a device a thing whereas a service is a deed a performance an effort Berry 1980 How can marketing add value to a service that is impaluable Marketing can provide customer focused evidence through offering tangible elements to our services We can design and provide an environment within a Branch that exceeds the expectations of our customers Simply offering drinks to our customers making them feel welcomed can create a relaxed enjoyable experience As our products may be difficult to understand as they are intangible we can provide informative easy reading brochures for our customers to read giving them confidence to stay loyal with us Inseparability Our services are sold then produced and consumed simultaneously Production and Marketing at this stage are interactive processes To be customer focussed marketing allows us to meet the need of the consumer through having different packages to suit different needs Front line service employees can tailor
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