Journal of Marketing Management

Marketing and Service Language(s): Considerations Revisited
Charles L. Martin, Ph.D

Abstract
The author examines a variety of vocabulary-related issues pertaining to the marketing discipline and profession in general, and to services marketing, in particular. Among others, issues discussed include: (1) the important role words play in marketing and in shaping buyers’ expectations (especially those of service buyers), (2) marketing’s vocabulary creep and how it might be addressed, and (3) the pet-P and pet-I movements in the field. Further, descriptive data are presented regarding what 115 practicing marketers say are the field’s most important concepts. And, a content analysis of services marketing textbooks is used to identify scholars’ perceptions of key concepts in services marketing. Finally, the impact that marketing vocabulary may have on consumers is considered and suggestions offered.

Full Text: PDF     DOI: 10.15640/jmm.v11n1a1