Recently a number of companies have offered special discounts to customers who subscribe to electronic coupon services. For instance, an electronic coupon provider will establish a relationship with restaurant to discount prices to customers who show the restaurant an electronic coupon displayed from their smartphone. Clearly, those who have smartphones, members of social networks, and subscribe to a coupon service may benefit from this offering. The coupon service can also collect subscription fees from subscribers as well as electronic ad fees from restaurants. The restaurants can benefit by
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In many professions, the idea of marketing has traditionally been not only foreign but distasteful. After all, what doctor, lawyer, architect, or consultant worth his or her salt would even need to go out hustling business? While this view still holds considerable weight in many people's minds, it is gradually receding before the forces of economic reality.
As more professions become overcrowded, competition for customers is sharpening. How should professionals go about drawing favorable attention to themselves? By first recognizing the special problems they face in marketing their services, argues the author.
Among the obstacles he identifies are buyer uncertainty about obtaining professional services, the difficulties of distinguishing among firms, and the immeasurable benefits of advertising.
Among his suggestions are that providers of these services concentrate on educating prospective customers about the opportunities and limitations of the services, team up with others who have desirable experience, and do marketing research to identify and then cater to customer desires.