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
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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.