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Webster, (1987) stated that marketig strategy begins with the analysis of the changing environment, expecially the part of the environment consists of potential customers and competitors, seletion of customers to be dealt with and market to be served is the most important decision made by any business firm or other economy organization and is a major determinant of the nature of the business.

He also emphasized that the central calculus in the development of marketing strategy in an assessment of the organization strengths and weaknesses and a matching of those strengths with unsatisfied customers needs in the market place. Effective marketing strategy, therefore, depends up on both an honest assessment of strengths and weaknesses are good information about customers needs and wants and the extent to which they are being served by current supplier.

Dahringer, (1991) demonstrated, an effective service marketing strategy consist of substrategies for service, price, promotion and distribution that are consistent with one another and have synergy- that is, the impact of the whole is greater that the sum of the parts. For example, pricing policy and strategy are consistent with the firm's service quality and image, providing margins adequate to cover the necessary costs. Promotional strategy should reflect the true level of service quality and should be consistent with the capabilities of the organization. Each element of the marketing strategy depends for its effectiveness on the co-ordination and support of all other elements of marketing strategy.

Hass, (1986) wrote, firms are successful because they manage the difficult aspects of their business better than the their competitors. To be successful, service firms should look for ways to manage the particular consequences of being a service firm better than competitors. The success strategies which we define here are based on this principle.

Successful service firm know exactly what they sell and how everybody and everything in the service system contributes to it. They also transfer this knowledge to both employees and customers. In order words, the first success strategy refer to the need for a precise defination of the service concept. It is only logical that customer needs constituted the point of departure. That is to say, not only his substantive, but also his peripheral needs. A second successful strategy involves segmentation and focusing. To what customer group do firm direct themselves and are the needs of that group sufficiently homogeneous?. What service package do the firm offer? These are the main questions in considering segmentation and focusing. Communication is also essential to sustain the focus. It is assume that personnel behave in more or less the same way in similar situations and that they also understand what this is necessary. In the best service firm, personnel sense the situation state of mind and needs of customer perfectly.

Dickson, (1993) the ultimate test of service marketing strategy is whelther it leads to a valuable differentiation for the service marketer, whether it leads to 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。