Ch. 12-Services and Nonprofit Organization Marketing

A service is the result of applying human or mechanical efforts to people of objects. Goods are produced, sold, and then consumed. In contrast, services are often sold, produced, and consumed at the same time. Shea Moisture provides consumers with goods, not services. You may compare the goods that Shea Moisture sells with that of McDonald's, whether you order a Big Mac in New York or San Francisco, you know exactly what you're going to get. You may say the same about Shea Moisture's various products, including their African Black Soap, which will always be the same regardless of where you purchase it from. Predictability is good in this case. Many people want their money's worth when purchasing different goods and services. When the quality of certain products meets the expectations of a customer time and time again, companies are able to build brand loyalty. Shea Moisture prides themselves on giving back.  Not only are they big on selling, but also on putting effort into helping those who help them create their great products. 

Throughout the semester I've been able to provide information regarding Shea Moisture and their marketing strategies. I've learned the importance of strategic planning, social media, environment, developing a global vision, consumer decision making, marketing channels and retailing, advertising, public relations, sales promotion, personal selling, sales management, product concepts, marketing communications, segmenting and targeting markets, and developing and managing products. These are all efforts that should be made by a marketer in order to execute the most effecting marketing plan and maximize the profits of the brand and products you are marketing. They're definitely strategies that should not be ignored, especially considering the ever-changing market.