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A company providing services is different from one that supplies a product A service is intangible something which cannot be touched In this essay the marketing objectives and target markets will be outlined as well as the marketing mix that is used for such markets There are naturally different kinds of services but this essay will focus on professional IT services The example that is mainly used will be CGI ie the Logica Carnegie Group Four computer scientists and experts in Artificial Intelligence founded the North-American company in 1984 It is involved in business and technical consulting as well as network Internet and system integration What services does the Carnegie Group offer exactly According to the web-site the company develops semi-custom clientserver software solutions The term semi-custom means that CGI will install or help to install a readymade system that can still be adapted by the client company according to her individual requirements The solution provided depends on what data it is used for When implementing these systems most concentration is put on the users eg number of users individual requirements etc CGIs expertise is apparent in various IT areas such as knowledge-based systems and graphical user interfaces as well as constraint-directed search and distributed computing In English this means that CGI has experience with databases graphical programs search-engines and networks In order to produce new software fast components of previous programs are used Also so that the client understands everything perfectly full information is disclosed throughout every stage of the project Before discussing specifically what CGIs marketing objectives are clarifications of what they mean to a service company may be in order In Jobbers book these objectives can be split up in two parts Strategic thrust and strategic objectives The thrust indicates the direction that the company wishes to go with her products Depending on the development stage which the product and target market are in this thrust differs The strategic objective is
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