Research Paper on:
Marketing Services; Is Physical Evidence of the Service Necessary?

Unformatted Sample Text from the Research Paper:
Abstract For a business to succeed marketing is very important For services marketing is harder as the intangible nature of the output means there is not a physical product to  sell. The paper is a proposal for research to assess how important it is for marketers to provide physical evidence for the claims they make about services. Many theorists have  argued that the need for evidence is very important and looking at service companies such as Singapore Airlines it is perceptions rather than proven quality such as ISO marks that  is important when gaining customers. The paper suggests primary research that could be undertaken to assess how important different types of evidence influence the purchase decision and gives a timetable  for the research over 13 weeks. 1. Introduction The sales of goods and services rely on potential customers being aware of their existence and knowing where to buy them.  Branding helps increase customers awareness and their ability to recognise a companys offerings. Branding communicates a great deal of information that the seller believes is important and either seeks to  show and persuade the target market how it will satisfy an existing need or will create a new need ands show them it how it will gratify that need. This  is important for goods and service, but we may argue that this is more important for services. Where products are marketed the marketing can use features as well as benefits,  give physical image and provide a tangle association. Services are intangible, but are often marketed in the same way, with marketers trying to show benefits and needs satisfaction. However, if  we look at the most effective market it goes further than simply looking to the concepts of differentiation, the branding that takes place tries to convey the intangible aspects possible