The deregulation of professional services: A marketing challenge

B ice, Hélène; Phillips, B. A icle The de egula ion o p o essional se ices: A ma ke ing challenge Sou h A ican Jou nal o Business Managemen P o ided in Coope a ion wi h: Uni e si y o S ellenbosch Business School (USB), Bell ille, Sou h A ica Sugges ed Ci a ion: B ice, Hélène; Phillips, B. (1986) : The de egula ion o p o essional se ices: A ma ke ing challenge, Sou h A ican Jou nal o Business Managemen , ISSN 2078-5976, A ican Online Scien i ic In o ma ion Sys ems (AOSIS), Cape Town, Vol. 17, Iss. 2, pp. 79-86, h ps://doi.o g/10.4102/sajbm. 17i2.1038 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/217925 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. Sie dü en die Dokumen e nich ü ö en liche ode komme zielle Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich machen, e eiben ode ande wei ig nu zen. So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen (insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en, gel en abweichend on diesen Nu zungsbedingungen die in de do genann en Lizenz gewäh en Nu zungs ech e. Te ms o use: Documen s in EconS o may be sa ed and copied o you pe sonal and schola ly pu poses. You a e no o copy documen s o public o comme cial pu poses, o exhibi he documen s publicly, o make hem publicly a ailable on he in e ne , o o dis ibu e o o he wise use he documen s in public. I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by/4.0/ The de egula ion o p o essional se ices -a ma ke ing challenge Helene B ice and B. Phillips Depa men o Business Science, Uni e si y o Cape Town, Rondebosch P o essional se ices a e unde going a p ocess o sel - examina ion in espec o de egula ion o ce ain a eas o conduc . This has been he esponse o compe i i e p essu es on he p o essional se ices, and o de elopmen s in o he coun ies. As a esul , he ma ke ing a ea has been pu o he o e in he a ious p o essions. The au ho s seek o p o ide a concep ual amewo k wi hin which he p ac i ione in p o essional se ice can conside he end owa ds a ma ke ing o ien a ion, and p opose some p o i able di ec ions o ac ion and u he esea ch. 5. A . J. Bus. Mgm . 1986, 17: 79-86 P o essionele diens e is ans besig me sel onde soek en opsig e an die de egulasie an seke e e eine an we ksaamhede. Di is in eaksie op d uk ui geoe en op die p o essionele diens e a.g. . mededinging, asook on wik- kelinge in ande lande. Bema king is ge olglik in die e skillende be oepe op die oo g ond geplaas. Die sk ywe s p obee 'n konsep uele aamwe k ske s waa binne die p o essionele )l'ak isyn die neiging in die ig ing an 'n bema kmgsonen asie--kan oo weeg, en maak ook oo s elle be e ende nu ige ig ings i op ede en e de e na o sing. 5.-A . Tydsk . Bed y sl. 1986, 17: 79- 86 Helene B ice* and B. Phillips Depanmen o Business Science, Uni e si y o Cape Town, P i a e Bag, Rondebosch, 7700 Republic o Sou h A ica Accep ed Decembe 1985 In oduc ion In his a icle he au ho s seek o p o ide a concep ual ame- wo k wi hin which he p o essional se ice p ac i ione can add ess himsel o ma ke ing issues and p oblems, which a e undamen al o he applica ion o a s a egic app oach o p o essional business en u es. The ma ke ing concep is a ela i ely new, and o en unwel- come in usion in he ield o p o essional se ices, ye has an inc easingly signi ican ole o play. In ac , i is widely ega ded as essen ial i he p o essional se ice i m is o mee e ec i ely he p essu es ha cu en ly p e ail and a e likely o in ensi y in he u u e. The p o essional se ice o ganiza ion has a long adi ion o bo h unwillingness and inabili y o sanc ion he gene al accep ance o a ma ke ing philosophy, i s s uc u e, and i s unc ions. Resis ance has sp ung la gely om he ollowing wo consi- de a ions: (i) a denial o he ele ance o ma ke ing as an ac i i y in he p o ision o p o essional se ices; and (ii) a undamen al ques ioning o i s legi imacy. The la e is exempli ied in his quo a ion om Lewis: 'The ancien and uni e sal p ac ice in he wo ld o comme ce whe eby cus om may be en iced away om compe i o s has long since been held in he Wes e n Wo ld o be unsui able o he p o essions whose philo- sophy is ha dedica ion o du y and no sel -in e es should be he p o essional's aison d'e e; and indeed he p ohibi ion o his p ac ice is one o he dis inguish- ing ma ks o wha in common p ac ice is called a p o ession' (Lewis, 1982: 18). I is he con en ion o his a icle ha he abo e inabili y, o unwillingness, a ises la gely om an incomple e unde - s anding o he ma ke ing concep , and, in pa icula , a ailu e o ully isualize i s applica ion o he ield o p o essional se ices. The au ho s se ou o complemen his unde s anding. In o de o do so, he ollowing s eps would appea use ul: (i) o conside he need o a ma ke ing app oach o p o- essional se ices; (ii) o ou line b ie ly he na u e and scope o he ma ke ing concep , and o conside i s ele ance o he p o ision o se ices in gene al, and o ha o p o essional se ices in pa icula ; (iii) o conside ways in which he p o essional se ice i m can adop , and p o i ably use he ma ke ing unc ion; (i ) inally, o in eg a e he ma ke ing unc ion in he o e all s a egy o he i m. The a icle d aws on he apidly expanding in e es in he ma ke ing li e a u e, and om explo a o y esea ch amongs 80 p o essionals. As such, he scope o he a icle is widely d awn, wi h insigh s gleaned om bo h published li e a u e and ~om he expe iences o p ac i ione s in a a ie y o ields, especially om law, medicine, and accoun ing. I is app op ia e o s a wi h a clea idea o he p o essional se ice ope a ion. P o essionalism, as de ini ional issue, has long engaged he a en ion o managemen heo is s. I is common o ind c i e ia lis s o his de ini ion, he essence o which include (a ield ha ): 'I . is clea ly de ined and delinea ed; 2. is guided by a o mal e hical code accep ed by i s membe s; 3. is policed by p o essional pee s, including ad- judica ion and expulsion om he p o ession o iola ion o he e hical code o p o essional p ac ice s anda ds; 4. has de ailed c i e ia o membe ship, including educa ional expe ience, pe iods o aining o app en iceship, and pe o mance s anda ds; 5. ecognises membe ship by o mal ce i ica ion, and, 6. he in e es s o clien s o pa ien s a e placed be o e sel ish in e es s' (Whea ley, 1983:16). An essen ial componen o p o essional se ice hen is ha o sel - egula ion. The p o essions a e bound, no only wi hin he gene al legal amewo k o he coun y, and he gene ally accep ed no ms o mo al o e hical conduc , bu by hei own codes o conduc o egula ion. These, in many in- s ances, a exceed he gene al no ms o business and social conduc . I is he e o e gene ally ega ded, ce ainly by he p o es- sional himsel , ha i is undamen al o he concep o a p o ession ha a code o conduc should be obse ed amongs i s membe s, ex ending beyond any s a u o y, o cus oma y equi emen s a ec ing he pa icula p o ession. The pu pose o his code is o egula e he ela ions o p o essionals amongs hemsel es, and o egula e ela ions o i s membe s wi h hei use public. This hen is he essen ial dis inc ion be ween wha cons i u es a p o ession on one hand, and a gene al ade o (business) se ice, on he o he . P essu es on he p o essions A he le el o mac o analysis, he shee weigh o numbe s, o economic signi icance o he se ice sec o wa an s emphasis - in all ields o enqui y, including ha o ma ke ing. This end is consis en wi h he gene ally accep ed 'Cla k-G ow h hypo hesis' ... ha he p ocess o economic de elopmen shi s he emphasis (in employmen ) om he p ima y sec o , such as ex ac i e indus y and ag icul u e, o he seconda y sec o (manu ac u ing, in pa icula ), and inally o e ia y ac i i ies, o he p o ision o se ices (Cla k, 1957). Clea ly, he u ban o indus ialized componen o Sou h A ican socie y e inces simila ends. I i is expec ed ha a majo pa o economic g ow h and job c ea ion is o o igina e om hese ac i i ies, hen a en ion needs o be ocused on all means o acili a ing his g ow h. As componen o his eme ging ield o emphasis, ega d o he ma ke ing o p o essional se ice is wa an ed. Inc eased p essu e is el om he egula o y e ec s o he p o essional codes. This is consonan wi h he mood in he Uni ed S a es and B i ain and, mo e ecen ly, in his coun y - a mood ha looks o de egula ion, and p i a iza ion as signi~can p e- equisi es o en ep eneu ial ac i i y and econo uc g ow h. The p o essions in Sou h A ica, like o he s .. A . Tydsk . Bed y sl. 1986, 17(2) sec o s o economic ac i i y, a e conside ed ipe o his de egula ion. The Compe i ion Boa d, o example, is ha ing a close look a ce ain aspec s o egula ion in he p o essions, pa . icula ly ba ie s o en y, ixed o minimum ee scales, and he p inciple o 'closed shops', ha is, he igh o unde ake speci ic wo k, such as con eyancing (p ope y) by a o neys in Sou h A ica (Financial Mail, Oc obe 11, 1985). P ac i ione s in many a eas o p o essional se ice epo o e - whelming compe i i e p essu es, bo h wi hin he p o ession, (whe e ce ain, no doub 'une hical' p ac ices a e inc easingly common) bu , mo e isibly, om non- o 'pa a-p o essional' sou ces. Fo example, bo h he legal p o ession and he ac- coun an s ace he inc easing compe i ion o he p o ision o se ices om la ge inancial ins i u ions. These compe i i e p essu es ha e been a na u al esponse o he inc easing scale and complexi y o he business o ganiza ion, wi h i s con- comi an demands o in e nalized se ices. This esponse is conside ed necessa y, bo h in e ms o he need o in ima e knowledge o , and con inuous con ac wi h all segmen s o he o ganiza ion, and because o he sensi i e na u e o much o he o ganiza ion's ac i i ies. Many o hese o ganiza ions hemsel es ope a e in an ex emely compe i i e en i onmen and make use o sophis ica ed business echniques. The ma ke - ing concep is a i al pa o his use, and is adop ed a all le els, no less so han in he compe ing se ice a ea. Unde - s andably, he smalle p o essional i m, and he ela i ely isola ed one, such as he u al p ac ice, is especially ulne able in he ligh o his p essu e, so much so ha he cynical label 'an endange ed species' is no inapp op ia e. A s ong a gumen can he e o e be launched o de egula - ing some o he s ingen ules o conduc in he p o essions, bo h o allay some o he c i icism o he monopolis ic en- dencies amongs he p o essions, and in o de o bene i he p o essions hemsel es - o pe mi mo e open compe i ion, wi h he assis ance o all possible echniques o business managemen . The abo e compe i ion is accen ua ed by al e ed expec a iom om he clien ele o he p o essional se ice i m. Al e ed expec a ions mani es hemsel es i s ly, in he gene al le el o awa eness o sophis ica ion o he use public. The u ban milieu is inc easingly ha o a well-in o med, highly c i ical se ice-use whose expe ience o a ma ke ing socie y is p o- ound. I is na u al o such a consume o expec , and indeed insis upon, a compa able le el o (ma ke ing) awa eness in he se ice i m. Secondly, he adi ional es eem, wi h which he au ho i y igu e in p o essional se ice is held has s eadily e oded, bo h as a consequence o al e ed alue sys ems and, in no small measu e, because o he aloo ness and highhandedness dis- played by many p o essionals in hei ela ionships wi h clien ele. 'Clien s a e apidly losing any adi ional sense o docili y o humili y owa ds hei p o essional ad ise s. They a e mo e eady o que y he quali y o hei p o essional ad ice, i s hones y o i s cos . They a e mo e eady o change ad ise s .. .' (Lagden, 1985:18) and he compe i i e en i onmen enhances his eadiness. I is no su icien o dis ega d he abo e - o elega e c i icism o some o m o 'libe al can ' -pa icula ly, in he ligh o he indomi able, o en ex emely hos ile esis ance o all o ms o au ho i y ha a e e iden oday. Clea ly, he aduh clien o he 1990s and beyond is likely o ha e a adically di e en pe spec i e o (p o essional) au ho i y. . A u he ac o ha me i s a en ion unde his heading IS S. A . J. Bus. Mgm . 1986, 17(2) ha o changing echnology. A one le el, he ope a ional and adminis a i e p ocedu es used by he p o essions ha e unde - gone signi ican change, o example, he ou inized, machine- implemen ed p ocedu es ha ha e made hei appea ance in he se ice a ea. Ce ainly, hese ha e con ibu ed o imp o ed e iciency, exp essed in e ms o ime, accu acy and e en cos o p ocedu es. A he same ime, hey ha e helped 'de-pe son- alize' he ela ionship be ween p o essional and clien , and ha e ende ed necessa y imp o emen s in communica ion in his ela ionship. Technological de elopmen s ha e also made hei p esence el in he gene al ma ke ing a ea, o example by way o media se ices (in ad e ising}, which ha e al e ed signi ican ly, bo h in e ms o quali y, and in e ms o in usion in he a ea o p o essional se ice. Techniques o ad e ising in pa icula , and hei impac , exe cise a s ong ascina ion amongs p o- essionals. Many o he p essu es iden i ied abo e a e exace ba ed by he na u e o he p o essional i m i sel , in pa icula i s ela i ely small size and he in angible na u e o i s ou pu . The na u e o he (p o essional) se ice o ganiza ion and i s implica ions o ma ke ing a e discussed in a la e sec ion. Finally, some e e ence needs o be made o he g owing spi i o 'aliena ion', and e en us a ion ha exis s amongs he use public o he p o essional se ice o ganiza ion. Men ion has al eady been made o a changed e hos in espec o he eady accep ance o p o essional p ac ice, (a 'shaking o he pedes al as i we e' conce ning he au ho i y o s a us enjoyed by p o essionals). This is accen ua ed by a widesp ead dissa is- ac ion wi h he p ac i ione -clien in e ace and, in pa icula , wi h key ma ke ing pa ame e s, such as he se ice o e ing, p icing, communica ion and dis ibu ion channels. The e- sea ch ha has been done indica es his, o example, by sugges ing he exis ence o a gene ally ill-in o med public conce ning he ange and quali y o p o essional se ices. In many cases, he name i sel (o he p o ession) con eys li le o he public a la ge. In la ge measu e, he clien o p ospec i e clien is a a loss in concep ualizing he se ice, pa icula ly because o i s in- angible na u e o 'lack o physical p esence' and, consequen - ly, is ill-placed o e alua e bo h i s bene i s and i s cos s. ... 'cus ome s pe cei e se ices, as compa ed o goods, o be cha ac e ised by highe p ices, less consis - en quali y, less epu able b ands and lowe o e all sa is ac ion. They seem o eel ha pu chasing se ices is equen ly a less pleasan expe ience han buying goods' (Geo ge, 1977:88). I is li le wonde ha anxie y le els, and esul an nega i e a i udes, a e pe cei ed as se ious by bo h p ac i ione and clien alike. Fo example, cus ome (pa ien ) dissa is ac ion is pe cei ed by medical p ac i ione s o be a e y eal p oblem a ea ha equi es a en ion (O'B ien, 1984). This is he an i hesis o se ice, wi h i s ex eme conno a ion o cus ome sa is ac ion. Cus ome s, in um a ibu e high le els o discon en o ex- emely weak communica ion lows, in pa icula he in- adequa e explana ion o ee le els, and he neglec o a sa is- ac o y desc ip ion o medical p oblems (Aluise, 1980). Feed- back, o pos -consul ancy enqui y and ollow-up is seen as a a i y in p ac ice (O'B ien, 1984). To conclude, he e o e, i would appea ha he e a e su icien g ounds o . unease conce ning he (business) ope a- ions o he ypical p o essional i m. P o essional compe ence, he essen ial c i e ion o en y and conduc in p o essional se ice, is a necessa condi ion and. as such. is sanc ioned 81 by he egula o y codes o he a ious p o essions. Howe e , i is no a su icien condi ion ( o success), in he ligh o he abo e p essu es. 'I is no a ma e o choice, bu a ma e o su i al, ha all p o essions including ou s, ( he ac ua ial p o es- sion), a) in o m and communica e in e e y possible way b) he se ices ha a e a ailable o can be c ea ed con inually assess he quali y o hese se ices, and he na u e o he needs o he ma ke ' (Lagden, 1985:18). The p oblem has been iden i ied and ecognized as such by he p o essions. Wha has been he eac ion, o esponse? An unce ain esponse Reac ion om he p o essions o he abo e in luences has been a ied. Clea ly, he cha ac e o he p o ession i sel , he size o he i m and he na u e o i s clien ele a e all signi ican a iables in his esponse. Wha is clea , howe e , is he JXJ ial emphasis ha mos i ms a ach o he (ma ke ing) needs ha hey eel equi e add essing. The p omo ional aspec s o p o essional se ice a e emphas- ized, o he i ual exclusion o o he , c ucial issues in he ma - ke ing a ea, such as he se ing o ees, he choice o an app o- p ia e channel, and he 'cus omiza ion' o he se ice o e ing. I is he pu pose o his sec ion o conside his esponse. I should be emphasized ha hese aspec s ha e ecen ly been deba ed, and a e cu en ly unde deba e amongs mos p o es- sions in Sou h A ica. Membe s' opinion has been consul ed and he a ious ep esen a i e bodies a e cu en ly eaching owa ds a decision on many o he abo e issues. He e, he expe iences o he p o essions in o he coun ies ha e been majo o ma i e in luences. This is no o sugges ha he p esen a icle is p ema u e. The objec i e o he a icle is o place he ma ke ing concep mo e clea ly in he a ea o p o essional se ice -wha e e he na u e o his esponse may be. I is in e es ing o ake ·a b ie his o ical pe spec i e. The p o essions in gene al ha e adi ionally imposed s ic egula- ions on all p omo ional aspec s (ad e ising) o business, and, wi h ew excep ions, ha e limi ed hei speci ic e e ence in he gene al ma ke ing domain o his. The excep ions ha e ela ed o some limi ed deba e abou ee-se ing, (o he 'p ice' in e ms o he ma ke ing-mix concep ). Mos p o essions ha e ended o ea ma ke ing and he solici a ion o e en ion o clien s as synonyms and, as such, ha e exp essly p ohibi ed hese ac i i ies. Di ec p omo ional ac i i ies as such ha e been speci ically excluded. Fo example, quo ing Rule 2(L) o he Disciplina y Rules o he Public Accoun an s' and Audi o s' Boa d: 'any accoun an o audi o egis e ed unde he Public Accoun an s' and Audi o s' Ac shall be guil y o imp ope conduc i he solici s by pe sonal can ass, by ad e ising, by co espondence, by ci cula s, by o e ing o paying a ewa d o by any o he means, p o essional wo k o any o he wo k o a ype com- monly pe o med by a egis e ed accoun an and audi o ... ' The Medical Council, (Sou h A ica}, en o ces a simila igh con ol o e pe sonal p omo ion ac i i ies, (Ac 56 o 1974 especially A icle 49), exp essly o bidding any o m o p omo ing (ad e ising) ei he he indi idual, he p ac ice o he me hod, o echnique. Quali y o se ice, o epu e is he only adi ionally accep ed means o ad ancing o e aining business. The o he majo p o essions a e also subjec o simila s ingen con ols, bo h h ough hei s a u o y ounda ions, and h ough hei in e nal codes o conduc . P omo ion as such was expec ed o ake place only indi ec - ly, h ough pe sonal exposu e o p o ile and h ough he 'p o ession-wide' in o ma ion con eyed in o icial (ins i u e, o associa ion) o gans, echnical jou nals, con e ences and he like. A a mo e sublime le el, awa eness has, o cou se, always been enhanced h ough mo e sub le measu es, such as he highly isible, o en sump uous name pla es, p ac ice deco , e c., no i ica ion o change o add ess, o changed membe - ship o pa ne ship o p ac ice, a ilia ion o clubs o socie ies and, o cou se, o he amilia p ac ice o 'wo d o mou h.' These can all be iewed as pa o he p omo ional pe spec i e, in i s b oades sense. In summa y, he p o essional p ac ice in Sou h A ica is subjec o s ic egula ion in e ms o i s eedom (in ma ke ing). This con ol may be exe cised in he ollowing ways: (i) a s a u o y au ho i y (boa d o council), wi h elec ed ep esen a i es om he p o ession (and a numbe o nominees). The council has wide powe s, including he exe cise o discipline and con ol o en y in o he p o es- sions; and (ii) a code o conduc , es ablished by he abo e au ho i y wi h minis e ial app o al. Key (e hical) ules and p oce- du es a e es ablished in e ms o his code including he pa icipa ion o he p o ession in ma ke ing ac i i ies. As such, he posi ion co esponds closely o ha o (ea lie ) Ame ican and B i ish expe ience. The p o essions he e ha e clea ly been subjec o simila cons ain s and ha e expe ienced dec eased ma ke sha e, consequen upon he kind o p essu es ou lined in he i s pa o his a icle. The p o essions ha e in he pas ew yea s aken s eps o add ess he issue. In he legal p o essions o example, in June 1977, he U.S. Sup eme Cou , in Ba es s S a e Ba o A izona, uled ha he legal p o ession's (sel -imposed) ban on ad e ising was uncons i u- ional. Al hough no all S a es ha e ollowed sui , he e has been widesp ead eac ion o he mo e, and pe sonal ad e ising has become commonplace. The e has, howe e , been conside - able con o e sy conce ning me hods, o example, he use o elec onic b oadcas media ad e ising ( adio and ele ision) has been excluded as an issue wa an ing special conside a ion (B own, 1978). The Law Socie ies o England and Wales, and Sco land ha e ollowed sui (1984 and Feb ua y 1985). . . . ' he Royal Commission is agains p omo ion, ou - ing and gene al ad e ising bu is o he opinion ha a membe o he public is en i led o in o ma i e ad- e ising o enable him o ind he a o ney mos sui - able o his pa icula p oblem and willing o deal wi h i on easonable e ms' (Bobbe , 1982:31). In Sou h A ica, ecogni ion is made o hese ends, and in he ligh o he inc easing p essu es el on he p o essions, p o essional bodies a e bo h ques ioning he s ic egula ions, and looking o guidelines ha will go e n he e o s o p ac i ione s in ad e ising (and ma ke ing) hei se ices. The S.A. Ins i u e o Cha e ed Accoun an s, o example, has p o ided i s membe s wi h a wide- anging discussion pape (Feb ua y 1985), in o de o e alua e membe s' esponse o a e-examina ion o he p o ession's ules o conduc . Simila mo es a e unde way in he legal p o ession, and in a chi ec u al p ac ice. A his s age i would appea easonable o expec ha he o e all esponse om he p o ession is likely o be a ou ably, S.-A . Tydsk . Bed y sl. 1986, 17(2) indeed s ongly disposed owa ds he adop ion, expansion and use o some o he ma ke ing unc ions. Wha e e ~ ul ima e na u e o his esponse, a clea e pe spec i e on ma ke ing and ma ke ing issues will g ea ly acili a e sub- sequen ac ion om he p o essions. Re e ence has al eady been made o he p essu es exe ed in espec o de egula ion in gene al and, mo e pa icula ly, in ega d o p o essional se ice. In he Uni ed S a es, his de egula ion has p oceeded u hes . He e, p ac i ione s in medicine, accoun ing, s ockb oking, in e alia, ha e he igh o ad e ise, including he igh o de e mine and s a e hei scale o cha ges. The p ocess (o change) has no been s aigh o wa d a all, and he e has been conside able con lic o opinion abou he app op ia e cou se o ac ion. Widely di e ing iews ~ -conce ning he need o , and na u e o ma ke ing ac i i i 5. Ob iously, size is an impo an conside a ion, bo h he e and in de elopmen s in o e seas ins ances. The la ge o ganiza ion, wi h i s ese es o manpowe and inance, is clea ly mo e able o mee compe i i e h ea s wi h an app op ia e (ma kd- ing) esponse. Ye , in many ins ances, hei e y size engende s a measu e o complacency abou he needs ha a e appa en . The e is also conside able di e ence o opinion wi hin he la ge o ganiza ion. The small i m and, in pa icula , he new p ac ice, is clea ly e y much in need o ma ke ing assis ance, ye , in many ins ances a gues ha hese ac i i ies (especially in he manne in which hey a e o a e likely o be o mula ed) will bene i he p o ession as a whole, a e also e y cos ly, and a e he e o e inad isable. I adop ed, i is he la ge , en enched o ganiza ion ha will p ima ily bene i , hey con end. In o he wo ds, i ms ha a e al eady la ge a e likdy o expand u he wi h applica ion o ma ke ing ools, and inc ease monopolis ic endencies. The e can be li le doub ha , in gene al, membe s o p o essions should be allowed o publicize he de ails o hei se ices, pa icula ly i hey a e o ensu e ha he p o ession does no lose g ound o hose compe i o s ou side he p o ession. I would seem app op ia e ha his akes he o m o a 'con olled p omo ion', in he sense ha he na u e and ex en o hese ac i i ies will s ill equi e a icula ion by he con olling body. This is especially impo an in iew o ese a ions exp~ conce ning bo h he quali y o (p o essional) se ices and he impac o p omo ion, o example, on c i ical esou ces, he so-called e hics o esou ce dis ibu ion (Boyd, 1979). Oea ly any o m o ma ke ing will ha e o ake speci ic p ecau ions in bo h hese espec s . Sou h A ica, wi h i s sha p con as s o u ban 'a luence', (in e ms o medical, legal and gene ally all se ice acili ies) and u al dep i a ion, needs o pay pa icula a en ion o he issues o esou ce alloca ion, and o he manne and ex en o which (ma ke ing) ac i i ies by he p o essions may 'dis o ' his dis ibu ion. The e is also no ce ain y ha inc eased p i a iza ion, o example o medical ca e, will ende his alloca ion o esou ces any mo e socially jus . In Ame ica, he e a e indica ions ha he mo e owa ds mo e p i a e p o ision (o medical se ices) has no always p oduced a endan ad an ages in bo h e iciency, quali y o cos (Mc- Ga ey, 1985), and only ou ine se ices ha e become cheape . Las ly, e e ence needs o be made o he s uc u e o he p o essions hemsel es, and o he a i udes p e alen amo~ membe s. Mos p o essional p ac ices a e small. Fo example, in Cape Town, almos wo- hi ds o medical p ac ices a e one-man conce ns and, in he case o pa ne ship, nea ly 640Jo o hese comp ise h ee o less pa ne s. In many cases, only pa - ime s. A . J. Bus. Mgm . 1986, 17(2) ( ecep ionis o nu sing) s a a e used and, in gene al, he le el o (business) sophis ica ion is low, o example, in e ms o business aining/educa ion, he use o compu e ized sys ems, and ex e nal consul an s. P ac i ione s acknowledge 's enuous' wo king hou s so ha , in all, he e is li le eason o expec signi ican in e es in he gene al a ea o ma ke ing -a leas in e ms o i s p ac ice, i no i s heo y. In suppo o he abo e, he e a e indica ions ha , apa om e hical conside a ions, p ac i ione s canno always be expec ed o a ou he p omo ional (and ma ke ing) side o hei p ac ices. Reasons sugges ed he e include: • he lack o ime, (a ising om he ex emely busy wo king schedules o he ypical p ac i ione ); • he 'ma e o ac ' cha ac e o medical aining is ega ded as non-conduci e o much o he ma ke ing unc ion, (as i is pe cei ed); • medical p ac ice has, as ye , no been iewed in oo compe- i i e a ligh ; • and, inally, i is emp ing o assume ha he 'sales pi ch', o which p ac i ione s a e cons an ly subjec ( o example, om d ug and equipmen ep esen a i es) may well ha e a de e en e ec on unde aking any simila ac i i ies (O'B ien, 1984). I is mo e han likely ha simila expe iences a e sha ed by many o he o he p o essions. To conclude his sec ion, he e o e, i seems easonable o expec : (i) an inc eased ecogni ion, and accep ance o he c i ical impo ance o he ma ke ing unc ion o he p o essions, (ii) a mo emen owa ds inco po a ing his in he cha e o he p o essional codes o conduc , o egula o y bodies; and (ill) inally, a conside able a iance o opinion, and e en con usion abou he manne in which his ecogni ion will be implemen ed in p ac ice. In o de o p o ide use ul guidelines o he abo e, i is necessa y o es ablish he ole o , and po en ial o ma ke ing ac i i ies o he se ice i m in gene al, and o he p o ession- al se ice i m in pa icula . P o essional se ices - a ma ke ing o ien a ion I is necessa y i s , o aise he ques ion as o whe he he e a e essen ial di e ences be ween goods ma ke ing and he ma ke ing o se ices in gene al, and hen o conside whe he p o essional se ices ma ke ing wa an s ea men as a dis inc ac i i y in his espec . The di e si y o he se ice o ganiza ion de ies gene aliza- ion, and he esea ch base in e ms o ma ke ing cla i ica ion is limi ed. This makes o di icul y in d awing any dis inc ions in his espec , o example: ' ... opinions on he ele ance and signi icance o he di e ences be ween goods and se ices o ma ke ing a e di ided. These opinions, howe e , a e in he main jus ha -opinions. Few empi ical s udies o se ice ma ke ing ha e been unde aken and, he e o e, a p esen he e is limi ed e idence om which o d aw conclusions' (Rush on & Ca son, 1985:26). I seems, howe e , ha a use ul pe spec i e would be o accep ha se ice ma ke ing is simply an applica ion o basic ma ke ing p inciples, (Enis & Roe ing, 1981) - ha hese basic p inciples o mode n ma ke ing managemen can be b oadly applied ac oss a spec um o ac i i ies, bu ha he p ac ice o ma ke ing mus be ca e ully ailo ed o i he en i onmen wi hin which i akes place. I is impe a i e o p o essional se ice o ganiza ions o adop a ma ke ina: o ien a ion. This. acco di nz o Ko le and 83 Bloom, holds ha he main ask o he o ganiza ion is o de e mine he needs and wan s o a ge ma ke s and o sa is y hem h ough he design, communica ion, p icing and deli e y o app op ia e and compe i i ely iable o e ings. (Ko le & Bloom, 1984). Le us conside he i s elemen o he ma ke ing mix, namely he se ice o e ing, (o he 'p oduc '). P o essionals canno pu sue he aim o sa is ying 'cus om- e s' o he same ex en as con en ional comme cial ma ke e s. They should always ecognize ha , in se ing one ype o clien hey a e also se ing o he hi d-pa y 'clien s' such as in es o s, insu ance companies, go e nmen agencies and he membe s o hei own p o ession. To neglec hese hi d pa ies could lead o a loss o us and mo e impo an ly, a loss o legal ce i ica ion o licencing. The concep o in angibili y is pe haps he mos c i ical dimension ha he ma ke ing o p o essional se ices needs o conside . The ac ha he se ice does no p oduce angible ou pu has wo impo an implica ions. Fi s ly, he p o ision and consump ion o he se ice a e no mally simul aneous o in he dic um o Economics, he ou pu canno be s o ed. The e o e, he manne in which he se ice is p esen ed is ex emely impo an . In angibili y means ha i is di icul o he clien o e alua e he ou pu o he i m. Ins ead, i is easie , in a sense, o judge he pe o mance o he p esen e and i is p ecisely he e ha many p ac i ione s a e ound wan ing, (as commen in he i s sec ion o his a icle shows). This has impo an implica ions o he ma ke ing unc ion, (especially in espec o p omo ional ac i i ies). In wha Richa d Chase calls 'high-con ac se ice business,' he quali y o he se ice is insepa able om he quali y o he se ice p o ide (Chase, 1978). Human pe o mance ma e ially shapes he se ice ou come and hence becomes pa o he 'p oduc ', he e o e ma ke ing mus be conce ned no only wi h ex e nal ma ke ing bu wi h in e nal ma ke ing (Be y, 1980). In e nal ma ke ing applies he philosophy and p ac ice o ma ke ing o he people ha se e he ex e nal cus ome so ha (i) he bes possible people can be employed and e ained and (ii) hey will do he bes possible wo k. A u he aspec o he in angibili y ac o is ha he simul aneous p oduc ion and consump ion o se ices e- quen ly p o ides oppo uni y o 'cus omize se ice'. Because a undamen al ma ke ing objec i e is o e ec a good i be ween wha he cus ome p ospec wan s o buy and wha he o ganiza ion has o o e , he po en ial o ailo ing se ice o mee he p ecise desi es o indi idual cus ome s should be exploi ed. This insepa abili y o p oduc ion and consump ion p o ides a u he c ucial challenge o many se ice indus ies o ind ways o synch onize supply and demand be e as an al e na- i e o ecu ing condi ions o se e e o e demand and unde - demand (Sasse & A bei , 1976). Because goods a e angible and can be seen and ouched hey a e gene ally easie o e alua e han se ice. The in angibili y o se ices on he o he hand, p omp s cus ome p ospec s o be a en i e o angibles associa ed wi h he se ice o clues o he se ice's na u e and quali y (Zei haml, 1981). 'P oduc ma ke ing ends o gi e i s emphasis o c ea - ing abs ac associa ions. Se ice ma ke e s on he o he hand, should be ocused on enhancing and di e en- ia ing ' eali ies' h ough manipula ion o ' angible' clues. The managemen o e idence comes i s o se ice ma ke e s' (Shos ack, 1977:75). 84 Fo example, a wa ch is ma ke ed wi h he emphasis on s a us. On he o he hand, in a medical p ac ice, he se ice is augmen ed by he deco o he su ge y, eading ma e ial, equipmen and he like. Closely akin o he no ion o in angibili y, is he hea y emo ional componen in ol ed in he se ice ansac ion. In o he wo ds, he pu chasing (and e-pu chasing) decision is con ingen on he ex en o which he p o essional ca e s o he emo ional needs o he clien . A hypo he ical example could be ha o he hesi an , o ne ous clien in legal consul- a ion. An asse i e and con iden manne on he pa o he p ac i ione would be essen ial i he se ice ansac ion is o be success ul. An impo an pa o he ma ke ing challenge o he p o essional is o pay close ega d o ' eading' his componen , and making use o i o bo h he clien 's sa is ac ion, and he good o he i m. P icing, o Jee-se ing o p o essionals also poses subs an ial challenges o he ma ke e o se ices. 'P e-p icing' is com- plica ed, in he sense ha he se ice is only de e mined, in bo h a quan i a i e and quali a i e sense, q e he ansac ion. In many ways, his explains he pe cei ed dissa is ac ion wi h se ice epo ed ea lie , especially conce ning i s cos . The p ac i ione is emp ed o 'co e o wa d', wi h he consequen isk o di e gence be ween p ice and ac ual e o o quali y. In ac , mos p o essionals use some o m o cos -based p icing, ecogni ion being made o compa able, compe i i e ees. This is no adequa e i i is acknowledged ha a close ela ionship is likely o exis be ween (pe cei ed) quali y and p ice. The eac ion o he clien , o e en hi d pa ies o ee changes is also di icul o p edic . The whole issue o se ice p icing is he e o e mos sensi i e, wa an ing close ega d om he ma ke e . A minimum, his will necessi a e conside a ion o : • he objec i es o he i m, and he compe i ion ha i aces; • es ing o possible clien eac ion o p oposed changes in ees, and • he willingness o nego ia e ees, bo h in e ms o le els and also o he ela ed aspec s, such as iming, collec ion, e c'. Se ice loca ion o accessibili y is a majo componen o he ma ke ing mix. He e, i is impo an o no e ha he p o ision o se ice gene ally has li le mobili y. In ma ke ing e ms, p o essional se ices p esen 'ul a-sho ' channels o dis ibu ion. The physical en i onmen is he e o e pa icula ly impo an o ma ke ing pu poses, especially in iew o ea lie commen on he in angibili y o he se ice, and he ele ance o clien sel - image in he pu chase o he se ice. This equen ly ex ends beyond he physical appea ance o he se ice p emises o he deco used, o equipmen , and e en o he gene al ap~- ance and pe sonal habi s o he p o essional o his/he s a . ~~ he se ice is no embodied in physical o m, p omo- ion s clea ly a ocal poin in p o iding se ice. P omo ion ~e e also e e s o he need o 'sp ead' demand, because, as i was emphasized ea lie , he se ice, unlike he p oduc , canno be s ockpiled (Rush on & Ca son, 1985). We ha e no ed he egula ions ha adi ionally es ic ~o nal me hods o p omo ion o p o essional se ices. Wha s ex emely ~po an o he ma ke e he e o e, is he ac ha , o se ices, wo d-o -mou h communica ion a he han o mal ad e ising, has had a mo e impac on he pu chase/ e-pu chase decision. Opinions a e ex emely impo an in his espec (Schissel, 1978). In he . . . se ice ansac ion, he e IS a mo e pe sonal in ol e- S.-A . Tydsk . Bed y sl. 1986, 17(2) men , con ac and cus ome inpu han in he sale o gOOds (Ra hmell, 1974). In ac , he pe sonali y o he p ac i ione and he pe sonal ela ionship ha he de elops, and main~ wi h he clien is o pa amoun impo ance. The p ac i ione is o en e alua ed, no so much on his expe ise, as on his epu a ion, and on he way in which clien s and o he p o es. sionals pe cei e his. I canno be emphasized s ongly enough ha he emo ional, as well as he unc ional a ibu es o p o essional se ice mus ecei e a en ion om he ma ke e and ha his clea ly ex ends beyond he p o essional himsel , o his s a , and he suppo s uc u e wi hin which he ~ is ansac ed. Fo example, he sensi i e ela ionship ha has ca e ully been nu u ed be ween medical p ac i ione and clien can be des oyed by he nega i e expe ience o diagnosis and ea men ou side his ela ionship. The ask o he ollowing sho sec ion is o no e he implica ions o he dis inc ions made abo e, in e ms o equi emen s o a ma ke ing s a egy. Only hen will i be possible o sugges policy guidelines o he p o essionals in e es ed in a i me ma ke o ien a ion, o commi men . S a egy and he ma ke ing o p o essional se ice Acco ding o Ko le & Bloom (1984: 41) 'S a egic planning is he manage ial p ocess o de eloping and main aining a s a egic di ec ion ha aligns he o ganiza ion's goals and esou ces wi h i s changing ma ke ing oppo uni ies'. P esen day ma ke e s need s a egic planning in o de o cope wi h he in ensi y o compe i ion, wi h he changing expec a ions o a mo e sophis ica ed clien ele, and wi h he unce ain ies posed by a apidly changing en i onmen . Se ice o ganiza ions ha e been slow o adop s a egic planning as an in eg al pa o hei ope a ions. The eason being hei sho - e m o ien a ion which has de eloped, bo h o mee he p oblems o ope a ing in apidly changing and compe i i e, pe sonal en i onmen s, and has been he un o - una e esul o he ' alse sense o secu i y' a o ded by ba ie s o en y. Howe e , e ec i e s a egic planning necessi a es a longe ime ho izon and a mo e s able ou look. This may lead one o conclude ha s a egic planning and p o essional se ices a e, by hei e y na u e, incompa ible. Such a conclu- sion, howe e , is g ossly inco ec . I is in ac he dynamic na u e o se ice o e ing which makes s a egic planning so impo an . Le us i s conside he de ini ion o ma ke ing s a egy: 'Ma ke ing S a egy which comp ises he selec ion o a ge ma ke s, he choice o a compe i i e posi ion and he de elopmen o an e ec i e ma ke ing mix o each and se e he chosen clien s' (Ko le & Bloom, 1984: 58). In o he wo ds, i espec i e o he s a egy de eloped, he i m mus decide which a ge ma ke o ocus hei e o s on. Cus ome s a e becoming inc easingly he e ogeneous hence ma ke s a e becoming co espondingly mo e agmen ed. In o de o use i s esou ces mos e icien ly, he i m mus de elop an e ec i e ma ke segmen a ion s a egy ha will complemen he i m's o e all s a egy. The segmen a ion s a egy adop ed and he a ge ma ke iden i ied hen se e as a guide o decisions ega ding he key elemen s o he ma ke ing mix. To encou age wide implemen a ion o s a egic planning among p o essional i ms mo e a en ion mus be di ec ed owa ds hei speci ic needs and p oblems. A undamen al need o such i ms is lexibili y and ye i ms o en ail o see how s a egic planning can ac ually enhance his lexibili y. s. A . J. Bus. Mgm . 1986, 17(2) Ins ead, hey see i as a se o long- e m and ixed commi - men s. This need no necessa ily be he case. In line wi h acili a ing wide implemen a ion, i has been sugges ed ha s a egic planning does no necessi a e majo capi al expendi u es and a o mal planning depa men . When i s implemen ed, i can be done on a small scale. As an in es men his ime and suppo has p o ed o yield high e u ns in all ields o business endea ou s. Conclusions Any conside a ion o p o essional se ice ma ke ing aces he inescapable conclusion ha educa ion is a key issue. The e is clea ly a need o include ma ke ing, and e en gene al business educa ion in all p o essional educa ion, and his need mus be add essed u gen ly by he ele an p o essional bodies. I is no enough o me ely ely on ei he sel -help p og ammes, o sho cou ses o a olun a y na u e in mid-ca ee , use ul hough hese may be. This is pa icula ly impo an in iew o he inc easingly c i ical issue o s a ing a new p ac ice. This is becoming a mo e isky, bo h in e ms o cos s, such as he high cos o impo ed equipmen , and p io aining cos s, and in he ligh o he compe i i e and en i onmen al p essu es sugges ed in he ea lie pa s o his a icle. The p o essional mus be p epa ed, a he e y ou se o his ca ee , o cope wi h he p oblems and oppo uni ies posed by he ma ke ing and s a egic issues o his in ended ope a ions. Allied o he abo e is he need o mo e esea ch, o an ongoing na u e, in o se e al a eas o eal impo . The educa- ional equi emen s aised abo e would be an issue o i s p io i y. The scope, na u e and du a ion o an educa ional p og amme and i s ela ionship wi h he gene al cou ses o he p o essional s udies hemsel es, would ha e o be e y ca e ully esea ched. I would appea desi able ha his e- sea ch comes la gely om ex e nal in e es s, and no om he p o essional bodies alone. Ce ainly, i is clea ly hei in e es and s imulus ha will ini ia e esea ch. We ha e sugges ed, howe e , ha he ma ke - ing o p o essional se ice is likely o aise some ex emely sensi i e issues, bo h in espec o ela ions wi hin he p o es- sions hemsel es, and in espec o ela ions wi h hei clien public. Objec i e esea ch, om ou side ins i u ions would seem app op ia e, and he e, he uni e si ies would ha e a e y de ini e ole o play. A his s age, we can pe haps sugges some a enues ha could be p o i ably app oached wi h such an in ended esea ch h us . These a e, howe e , e y en a i e, s emming la gely om he commen in his a icle, and om some o i s ex- plo a o y esea ch basis. We should p e ace hese ema ks by saying, wi h Ko le , ha p o essional se ice i ms: ... 'do pe o m ma ke ing-like ac i i ies and could bene i by gi ing ma ke ing p oblems mo e speci ic a en ion' (Ko le , 1972: 871). In o he wo ds, he ques ion is no whe he p o essional se ice i ms ma ke . I is gene ally acknowledged ha hey do. Wha is needed, howe e , is a ecogni ion ha hey need o ma ke bo h mo e explici ly and mo e e ec i ely. The ec ui men and use o p o essional suppo pe sonnel is a key a ea o conce n. The ma ke ing concep has emphasiz- ed he ole ha he manne o he se ice p o ide ul ils, o example in he ligh o ac o s such as in angibili y o o e ing and he emo ional con en o he in e ac ion. All se ice pe sonnel mus ca y his impo an esponsibili y. A co ec ma ke ing ocus is undamen al he e. In he small p ac ice, his could mean li le mo e han pe sis en a en ion o pe sonal de ail - a pleasan and app oachable manne , sys ema ic 85 eco ds, congenial deco and li e a u e, pe sonal eedback o ollow-up, and he like. The la ge p o essional i m may well bene i om he addi ion o a pe manen ma ke ing specialis . Du ies he e would include he impo an public ela ions ole, as well as c i ical business esponsibili ies. Examples include he in oduc ion and main enance o a sophis ica ed, ye pe sonalized (compu e ized) managemen in o ma ion sys em and he inc easingly impo an unc ion o ime managemen . Time managemen implies a co ec ma ching o he skills a ailable in he p ac ice wi h he demand on hose skills. Too equen ly, p o essional ime is spen on issues ha could be handled by suppo s a , o e en delega ed o ex e nal se ice es ablishmen s. The p o essional is hen in a posi ion o use his ime mo e p o i ably, bo h di ec ly in he p ac ice o in pu sui o he ma ke ing unc ion, o example, h ough a endance a con e ences, w i ing, (p omo ion) o ul illing a social (ma ke ing) unc ion, such as eaching o p o iding ee o low-cos se ice o he unde p i ileged sec ions o he communi y. I is mo e han likely ha mo e e icien ime managemen p ac ices will also allow o mo e lexibili y in ee-se ing, such as he possibili y o allowing a measu e o ee di e en ia ion. O he s a egic issues ha a ise om a conside a ion o he ma ke ing mix include he ollowing: 1. A close look a he channels o dis ibu ion could open hi he o unexplo ed possibili ies o expansion, o su i al, (agains compe i i e o ces). The la ge i m may well conside he ad an age ha a decen alized p ac ice o e s. Ru al, o subu ban b anches a e one a ea o po en ial, and could be e ec i ely main ained on a o a ion, o assign- men basis. The e is he added ad an age o allowing o mo e pe sonalized se ice, a ac o o conside able signi i- cance in he na u e o he se ice o e ing. F anchising o se ice has become an inc easingly popula opic, and indeed, in some a eas o se ice, holds ou p omise. I mus be emembe ed, howe e , ha p o essional se ice implies close, pe sonalized con ac , in o he wo ds, a cus omized o e ing equen ly lies a he hea o he ansac ion. F anchising is, howe e , la gely dependan on a high deg ee o s anda diza ion, o bo h o e ing (p oduc ) and p oce- du es, o echniques. 2. The a ea o ee-se ing, ( he 'p ice' o he ma ke ing mix), o e s po en ial o inno a ion, i an app op ia e ma ke ing s ance is o be ollowed. Some o he possibili ies he e include: (i) 's ep-wise p icing' whe e he ee is no es ablished o he en i e se ice ansac ion. Ins ead, an a emp is made o dis inguish s eps in he p ocess o p o iding he se ice, and o p ice acco dingly. This allows he clien some measu e o disc e ion in deciding on his inancial commi men . (ii) 'dual p icing', by he na u e o he e m, implies some so o ee di e en ia ion. Fo example, he e may be me i in conside ing high ees o a ce ain quali y o se ice, (pe haps he luxu y o p i a e clinic ea men ), whe eas he same se ice could be lowe p iced in a di e en se ing. This would also pe mi a commi men o he need o a social conce n in ma ke ing, a poin ha we aise la e . (iii) men ion has al eady been made o he possible use o suppo , o ancilla y se ice-s a , allowing a lowe ee, and pe mi ing a en ion by p o essionals o o he a eas o need, especially ha o long- e m p omo ion and s a egic planning in gene al. Tu ning o p omo ion, i would seem ha , in many espec s, 86 he die has al eady been cas . P o essionals a e ei he al eady p omo ing, o abou o do. so. All ha emains is some hough o he manne in which his will ake place. He e, he e seems o be gene al ag eemen , ha bo h e hical con- s ain s, and he need o conside he ques ion o esou ce dis ibu ion in a socie y such as ou s will ac o cons ain disc e ion o p omo e. P omo ion is no doub mo e accep able in he o m o in o ma i e p omo ion, in selec ed media, unde he wa ch ul eye o some o m o s anda ds body. The ole o he p o essional associa ions and hei codes will s ill ha e a majo ole o play in his espec . Two i ems a e in e es ing a his s age: he i s conce ns he need o change in he sys em o 'discipline', in he sense ha he con olling o gan be subjec o enewal, such as a sys em o o a ion and he co-op ing o new membe s on a egula basis. Wi hou his, he e is he e y eal dange ha inno a ion and change will be s i led, as well as he isk o es ed in e es s becoming en enched. Secondly, he e is a call o ca e ul ' a ge ing', in he selec ion and use o app op ia e media o p omo ional pu poses. The size o he i m is an impo an ac o in his espec . Fo example, he small i m may need o a ge e y ca e ully, o eally cus omize i s o e ing and, in doing so, adop wha is popula ly called he ' i le' app oach. The la ge se ice i m, howe e , is unde mo e p essu e o di e si y, in enns o i s se ice o e ing, and subsequen p omo ional ac i i ies. This, in um, imposes p essu es on CO-O dina ion and o ganiza ional o adminis a i e skills in he p ac ice, whe e ime managemen and ea lie commen is app op ia e. The abo e a e .some p elimina y di ec ions ha esea ch in he a ea o p o essional se ice ma ke ing may p o i ably pu sue. They will ob iously be i med, and ake exp ession as he deba e cu en ly unde way in some o he p o essions p oceeds. A his s age, i is hoped ha hey will p o ide some use ul inpu and s uc u e in o a gene al ma ke ing o ien a ion o all ields o p o essional se ice. I emains o aise one inal, pe haps o e iding issue, ha is i mly lodged in he a ea o social ma ke ing. The p o es- sional se ice i m, like i s coun e pa in he gene al a ea o business in his coun y, is inc easingly unde p essu e o play a g ea e ole in he a ea o social commi men . Resou ces in he p o essional se ice a ea a e c i ically sca ce, pa icula ly in he poo e sec ions o he Sou h A ican communi y. The e is a eal conce n ha an o e -en husias ic applica ion o ma ke ing may well se e o dis o e en u he he imbalance ha exis s - ha de egula ion, p omo ion and disc e ion in he ees a ea may ac o p ejudice u he he disad an aged sec ions o he communi y. The la ge i m, in pa icula , needs o ecogniz.e he signi icance o he esou ce dis ibu ion- ma ke ing ela ionship, and o ailo i s ma ke ing e o s acco dingly. Fo some o he p o essions, his ealiza ion has al eady ak~ hold, and ex emely me i o ious p og ammes a e common m a eas o legal counselling, (such as, legal aid cen es, small claims cou s, nigh cou s, e c.), and o cou se S.-A . Tydsk . Bed y sl. 1986, 17(2) medical p ac ice, o example, clinics, educa ion in ol emen , e c. Undoub edly, he e is ample scope o expansion he e ' and o in ol emen om all sec ions o p o essional se ice. Wi hou his commi men , he e will always be ese a ions, e en app ehension abou he in ol emen o p o essionals in he ma ke ing a ea. Re e ences Aluise, J. 1980. The Physician as a Manage . Ma yland: Cha les P ess, 85. Be y, L. 1980. Se ices Ma ke ing is Di e en . Business. Geo gia S a e Uni e si y, May-June, 24-28. Bobbe , M. 1982. The Ma ke ing o A o ney's Se ices. Tydsk . Regsgewesneskap, U.O.F.S., 31. Boyd, K. (ed) 1979. The E hics o Resou ce Alloca ion in Heal h Ca e. Edinbu gh. B own, T. 1978. Should lawye s be allowed o ad e ise. A lan a J. Ma ch 19, lc-9c. Chase, R.B. 1978. Whe e does he cus ome i in a Se ice Ope a ion. Ha . Bus. Re ., No . -Dec., 137- 142. aa k, C. 1957. The Condi ions o Economic P og ess. 3 d. Edi ion. London: MacMillan & Co.L d., 491. Enis, B.M. & Roe ing, K.J. 1981. Se ice Ma ke ing: Di e en P oduc s, Simila S a egy. Ma ke ing o Se ices. H. Donnelly & W.R. Geo ge (ed), Ame ican Ma ke ing Associa ion, 205-207. Financ. Mail. 1985. Accoun an s: One s ep beyond. Oc obe 11, S3. Geo ge, R.W. Fall 1977. The Re ailing o Se ices - A Challenging Fu u e. J. Re ail., 88- 89. Ko le , P. 1972. Ma ke ing Managemen : Analysis Planning and Con ol. New Je sey: P en ice-Hall, 871. Ko le , P. & Bloom, P.N. 1984. Ma ke ing P o essional Se ices. P en ice-Hall, 16, 41, S8. Lagden, J. 1985. Ma ke ing he Ac ua ial P o ession. Pape p esen ed o he Ins i u e o Ac ua ies, London. Lewis, E.A. 1982. Legal E hics: a guide o P o essional Conduc o S.A. A o neys. Cape Town: Ju as, 18. McGa ey, M.R. 1985. The New En ep eneu ialism in Heal h Ca e. N- Y Acad. Med., Jan-Feb, 5. O'B ien, D.A. 1984. Manage ial E ec i eness and he Ma ke o Compu e Se ices and So wa e in P i a e Medical P ac ice. Unpublished dissena ion. Business Science Depa men , Uni e si y o Cape Town. Ra hmell, J.M. 1974. Ma ke ing in he Se ice Sec o . Win h op Publishe s, Inc., IOI. Rush on, A.M. & Ca son, D.J. 1985. The Ma ke ing o Se ices: Managing he In angibles. Eu op. J. Ma k., ol. 19, 19-40. Sasse , E.W. & A bei , S.P. 1976. Selling Jobs in he Se ice Sec o . Bus. Ho iz., June, 64. Schissel, M. 1978. The Ma ke ing o Se ices: Obse a ions and Oppo uni ies. P oc. S. Ma k. Ass-. Conj., 471. Shos ack, G.L. 1977. B eaking F ee om P oduc Ma ke ing. J. Ma k., Ap il, 73 -80. Whea ley, E.W. 1983. Ma ke ing P o essional Se ices. P en ice- Hall. N.J., 16. Zei haml, V.A. 1981. How Consume E alua ion P ocesses Di e be ween Goods and Se ices'. Ma ke ing Se ices. H. Donnelly & W.R. Geo ge (eds.), Ame ican Ma ke ing Associa ion, 186-190.