ASSIGNMENT SERVICE MARKETING Topic : case study answers SUBMITTED TO: Mr. Sammar Rahi SUBMITTED BY: Zia Ul Rehman Roll No# M20MBA 052 Class: MBA 1st (M) Hailey College of Banking and Finance Case no 1. Sullivan auto ford world Study Question 1)How does marketing cars differ from marketing service or those same vehicles? Automobile industry is something different. Marketing and promoting in the automobile industry takes an extra skills. Marketing cars differs from the method of marketing services. Marketing cars can be done in the orthodox way of marketing. Marketing cars works with the marketing mix, which attempt to control the 4P's "Product, Place, Price, Promotion”. Automobile or the cars are tangible products that are being sold in unit. The procedure of production a car and consumption or usage of a car are separated process. On the other hand, marketing a service for a car includes the 7P's "Product, Place and Time, Price, Promotion and Education, Physical Environment and People". Service industries face more challenges than its product counter part because of the people factor. Marketing a car will usually emphasis on the buying process of the consumer, involving transection, to take ownership of the product. On the other hand in service, monetary transection, time and effort are exchange for labor or skills, but the ownership of the product is not seen or heard of. But a service is an intangible product that must offer superior service in order to hold a competitive advantage. Products and service can differ in many aspects: Intangibility Inseparability Non-standardization Perishability Regulation Word-of-Mouth Marketing a car is easy because the product can be seen, touched or can be experienced. through pictures and illustrations, customers can already see the features of the product. Or can experience the product on their own. Unless it makes it tough for the customers to imagine what will actually happen if they get the service. Car servicing need skill man power and experienced labor. Here, product is the primary player. Another difference of marketing a car from marketing a service is that, the latter cannot be inventoried, which may cause customers to wait or not to avail the service anymore. Moreover, marketing for car and marketing for service needs different people from different skill sets. One personal will be skilled on automobile market while other will focus on customer satisfaction. 2) Compare and contrast the sales and service departments at Auto World"? The Sales Department in Auto world is accountable for engaging the customer and influences the customer to buy the product. They are also accountable for notifying the customer about the car models and new offerings that the customers would be interested in. Sales department also in charge of giving alternatives or more options to the customer who weren't able to buy brand new cars where they offer the second hand or pre-owned ones. (But usually they were persuaded to buy brand new ones. Sales department always look for increasing revenue from the car sale. They are target oriented and concentrate to fulfill their target. On the other hand, the Service Department of Auto world is accountable for the servicing, repair and maintenance of the cars. They are also accountable for answering the quires of the customers and entertaining the concerns and problems of the customers. There are few concerns a service department should look upon: Appearance of service department Problems with inconvenient service time for customers Waiting area/cue Services measures Customer orientation Not so good attitude of service department 3) From a consumer's perspective -what useful parallels do you see between operating a car sales and service dealership and operating health services? In both the sales and service department always work for making the customers satisfied. Both the department do it with their great quality product and smooth service experience. No matter what is the vertical of my business or industry, it's very important and significant that I have to provide a good quality product and best quality service. Operating an automobile sales and service dealership and operating health care services have many similarities, though have many differences. As health service is basically depends on only service while automobile industry is based on both product and service. In both vertical, there must have a customer oriented strategy. 4) What advice would you give to Carol Sullivan Diaz? I would advise Carol Sullivan to appoint Larry Winters as a new leader. As he can manage the changed system since he has a great track record in auto mobile sales industry. He was once a leading sales rep in Auto World. He has strong managerial capabilities and strong network in the industry. Or she could also hire both financial and service manager to hold the financial assets and service section. For more effective motive, she might as well train her sisters to be in the place so that the profits will still be within the company. Some other suggestions for her: Hire an experienced service management team She should get a business partner whom she can trust Revamp the service department Train the service staff Develop a customer oriented service strategy Make use of the technology for client records and service writing Expand the service delivery system Advertising and marketing tools and promotions should be efficiently used Case no 2. Four customers in search of solutions 1) Based strictly on the information indicated, how many possibilities do you see to segment the telecommunication market? Market segments by customer activity Service Usage Package of Services Geographical Cost of Bill 2)As a customer service rep, how would you address each of the problems and complaintsreported? Winstonchen For this case a customer service rep should explain to Winston, the different promotions depending on the location where a person calls, and explain the cost of every call done. MariPortillo The service rep informs to Marie of the availability of technical service to customer service that can solve problems when them occur. Eleanor Vanderbilt The company can offer her an added value services like, calls identifier or a filter, in this way she will be able to eliminate all calls that she don´t known. Richard Robbins The service rep of the telephone company could offer a free technical service that repair the telephone line, installed noise filters or directly enter a budget for the telephone system, depending on the circumstance. 3)As a Marketing manager, do you see any Marketing opportunities for the telephone company in these complaints? Winston Chen Nowadays, all the telephone companies have plenty kind of promotions for international calls, national calls, during the week on weekends and special horary. This company could offer to Mr. Winston different promotions, to reduce his bill, as these ones: 1. On weekends, special price for National calls from Friday 12:00pm until Sunday 12:00pm, like that Mr. Winston will be able to call to Vancouver and British Columbia. 2. At night, from 8:00pm to 12:00, Monday to Friday, an offer with special prices for international calls3. At noon, from 12:00 to 2:00pm, Monday to Friday, a promotion with special price for local calls. Marie Portillo The marketing department can approach this complaint offering her a voicemail and a double line free, if she takes a special promotion, a package of international calls to American countries during one year; like this, when the phone is busy and another incoming call ring she will be able to answer it. Eleanor Vanderbilt The company can offer her an added value services like , calls identifier, in this way she will be able to identify the incoming calls and report to the police if is needed, some dangers she can register. Richard Robbins The telephone company could offer to Mr. Robbins a new answering machine and moreover a package of International calls during the weekends. Case no 3. Dr Beckett’s Dental Office Study Questions 1)which of the seven element of the services marketing mix are addressed in the case ? Give example of each "p" you identify? 1-Product: Beckett's dental office provide high level service, they offer every service of dental care from simple to complicated. The dental service they provide is trustful and you can rely on the service, increase the value of the service with extra facilities. Depending on the quality of the product she make different from competitors. 2-Price: Comparing to other competitors the price is higher and try to use different strategies to have a pricing power. The equipment, the dental office facilities and office furniture creates more management issues. 3-Promotion: The Dental office depends on word of mouth, they don't advertise. For the patients they provide them with short films or brochure to show them the procedure and treatment process. 4-Place and timing: place is the dr.beckett’s dental office. Time on the working hours of the office. 5-People: The most important thing in the service nature is the employee, the employee should be satisfied and happy. Dr. Beckett make sure to motivate and train her employees to add skills and positive attitude, bonuses, vacations. She makes sure to listens to her employees ideas and suggestions. 6-Process: Staff's work is organized between the employees and try to reduce errors by educating and examine the assessments then ask a professional to help them. The patient is a direct receiver of the service, that's why the office make sure that the client is satisfied with the service and they offer extra services to improve for an example: if there's a change in the appointment's time they call to inform the patient. 7-Physical evidence: dr. beckett on her new office concentrated on the decoration and on patient's satisfaction with modern, spacious and attractive place. the colors used for uniforms and office indicate feeling of relaxation. she ensured the patients comfort by providing flowers, coffee or tea, magazines for patients seating areas. Dr. beckett’s made sure to make the client feel safe and confident by hanging dental degrees on the wall. 2)why do people dislike going to the dentist ?do you feel Dr.Beckett has addressed this problem effectively ? a- Because many patients have psychological and physical issues, such as dental phobia, Fear, nervousness and pain. b- Yes, I think Dr. Beckett has addressed this problem effectively; she addressed Time, Psychological and physical costs effectively. Also she knows that patient must have a dental treatment by doing it with her best and make them comfortable as possible with Modern and clean technical equipment and high quality of services. 3)How do Dr.beckett and her staff educate patients about the service they are receiving ? What else could they do? Dr.beckett tried to do a needs assessment for her patients so they can see it as a good thing that will differentiate the Dr from others. the office staff tried to provide some informations through showing the patients educational videos about different dental procedures , and also brochures were available. maybe they can make a website with before and after pictures 4)what supplementary services are offered ? How do they enhance service delivery ? Facilitating: 1 The patients know the procedure before they get treated. 2 They make appointments for dental care. Enhancing: Comfortable environment: they provide a modern and comfy environment for their patients, such as: classic music, offer coffee, follow up calls. Safekeeping: which is when the parents are getting treated, there's a room for their children to play in. Consultation: dr. Beckett and her employees talk with the patient about ways of getting a better outcomes of the treatment.
