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Certo and Peter, (1990) explained, the logic of marketing segmentation is quite simple; it is based on the idea that a single product or service does not usually appeal to all customers. Customers' purchasing goals, service knowledge and purchasing behaviours varies, for this reason, marketing strategists typically focus their marketing effort on specific groups of customers than on the whole population

According to Webster (1987) a market can be segmentated on a variety of dimensions or bases such as industry. Customer's expertise, customer's location e.t.c.

Davidow and utal, (1993) suggested that customer service segments differ from usual market segments in significant ways. Service segments are often narrower. This situation reflects the fact that many service customers expect services to be customized. Expectations may not be met if the service received is standardized and routine. Secondly, service segmentation focuses on what the business customers expect as opposed to what they need. The assessment of customer expectations will play a very large role in selecting a targeted market and developing the appropriate service package. This assessment is critical because so many studies have showned large differences between the way the customers define and rank different service activities and the way suppliers define and rank them.

Mahin, (1991) stated that the key elements of the service marketing mix include the development of service packages, pricing, promotion and distribution. The followings summarize major activities of marketing mix for a business service firm like consulting organizations.

2.2.2 Marketing Mix Strategies

Lovelock, (1992) states that the key elements of the marketing mix include the development of service packages, pricing, promotion and distribution. The followings summarize major activities of marketing mix for a business service firm.

Service Packages.

Customer-Benefit Concept: Services are purchased because of the benefits they offer, and a first step in either creating a service or evaluating and existing one is to define the customer-benefit concept; that is, evaluate the core benefit that the customer will derive from the service. An understanding of the customer-benefit concept focus the business marketer's attention on those attributes-functional, effectual and psychological that must not only be offered but also tightly monitored from a quality-control standpoint.

Service Concept: once the customer-benefit concept is understood, the next step is to articulate the service concept, which defines the general benefits the service company will provide in terms of the bundle of serive sold to the customer. The service concept takes the customer-benefit concept and translates it into the range of benefits the service marketer will provide.

Service Offer: Intimately linked with service concept is the service offer, which spells out in more details those services to be provided. When they will be provided and how th本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。