Reading Summary Essays Examples

Reference: Kotler, P., & Lee, N. (2007). Marketing in the public sector: A roadmap for improved performance. (pp. 41-65). Upper Saddle River, N.J: Wharton School Pub.
Theme: Improvement of public services and programs to boost the welfare of citizens.
Summary:
- Product management is one of the most critical functions of marketing in the commercial sector, as is the case in the public sector, particularly for program managers.
- The term product implies anything that an organization or individual can offer to a market to satisfy a want or meet a need.
- Programs are non-physical products that are offered collectively to members of a community e.g. solar panel installation for households living in a certain estate.
- Services refer to products that are non-visible and intangible yet still provide satisfaction.
- Public sector services include public healthcare, education and public transportation systems
- Proper marketing plans need to be formulated and implemented to ensure that the quality of services and programs offered is improved.
- Organizations offering these products should also ensure that the issues of affordability and accessibility are addressed.
Other reading:
Reference: Moorthi, Y. L. R. (2002), ‘An approach to branding services’, Journal of Services Marketing, Vol. 16, No. 2/3, pp. 259–275
Application: Satisfaction of the needs and wants the society should be the main concern for public organizations.
Summary:
- The public sector is in essence a non-profit-oriented sector.
- Organizations in the public sector use various ways to ensure the satisfaction of the citizen’s needs and wants.
- These comprise of designing of ideas, goods and services that they provide to the citizens.
- Services require special kind of marketing techniques because of their unique features
- Developing of services comprises of programs established to improve the standard of living of people in the society.
- The society should be the center of focus for all product development activities.
- In modern day developed economies, it is essential for organizations to adapt society-oriented marketing methods
- Advancement in technology has played a crucial role in enhancing the quality of products provided by governments to its citizens
- The public should be adequately involved in enhancing the quality of services and products offered to them.
References
Kotler, P., & Lee, N. (2007).Marketing in the public sector: A roadmap for improved performance. (pp.41-65). Upper Saddle River, N.J: Wharton School Pub.
Moorthi, Y. L. R. (2002), ‘An approach to branding services’, Journal of Services Marketing, Vol. 16, No. 2/3, pp. 259–275