Service-Dominant Logic
The social marketing concept sees the customer as a social entry connecting the business to society. Based on this service-dominant logic mindset requires marketers to understand nature and business purposes to society. Through this, a marketer should realize it is through creating to the customer that they get the market for their service and get economic benefits in exchange for the social use the customer receives (Lusch and Vargo, 2014; Vargo and Lusch, 2017). Therefore, this marketing concept advocates that businesses should market in customers and value creation through its value network. The essence of the idea is that an organization should have the competency to benefit others, and others’ benefits will reciprocate.
The service dominance logic helps marketers think more like the customers, which leads to long-turn benefit to the firm as advocated by the social marketing concept. Through service-dominant logic, a business can effectively integrate resources and build relationships with customers. Select Physiotherapy and Pilates has not technologically developed; hence through the company has limited resources, integrating the available help to improve its technological innovation will offer more customer engagement. This is possible if the firm integrates its social app with customers, employees, and society. Simultaneously, it will eliminate the distinction between the company and customer in that there will be networking and engagement from both parts, which will customer value. Though this logic has received criticism for lacking communicative elements, happy customers will recommend the services to other aspiring clients through the interruptions (Vargo and Lusch, 2017; Achroll and Kotler, 2014).
Consumer research / Market research
Customer research involves identifying customer preference, motivation, attitude, and buying behavior. It helps in improving a product and marketing to customers (Fransen et al. 2015). Based on the industrial data, people aged 65 years and above are significant contributors to physiotherapy organizations revenue, while people aged between 25 and 64 form considerable market segments. Thus people aged 65 years and above are the current potential market for Select Physiotherapy and Pilates because they have ready disposable income compared to those aged 25 to 64 years. This helps the company determine the potential market, access their purchasing trend, and demand other related services.
The company can adopt industry surveys, focus groups, interviews, or observation to develop a marketing strategy (Danziger et al. 2014). This will help understand customer expectations and behavior and adopt strategies that aim at attracting more customers. Select Physiotherapy and Pilates plans to develop marketing strategies that will grow the customer base. Consequently, the industrial report has indicated other essential services that customers want, such as pediatric services, cardio-respiratory physiotherapy, among others. Having a good brand will attract specialists in this area, and the company will be able to acquire and retain the professionals hence increase its customer base (IBISWorld, 2020). Similarly, the growing aged population and number of sport participants can provide a reasonable basis for the company to improve and market its services. Through market research, the company can develop strategies to attract more customers, create the right message on their website and online, increase the benefits to satisfy clients’ demands, and refine the company approach to its customers (Kanten and Darma, 2017).