Category «Services Marketing»

This category will help students to recognize that the services marketing function is much broader than just the activities and output of the traditional marketing department, requiring close co-operation between marketers and those managers responsible for operations and human resources.

The Art of Designing a Retail Store Positioning Strategy

The Art of Designing a Retail Store Positioning Strategy

Before designing a retail store, one must have a deep understanding of their target customer psychological mindset, their decision-making patterns & factors which are influencing their buying decisions now of purchase. Requirements for Positioning a Brand & Customizing a Retail Store A salesman must be smart and quick enough to figure out “Customer’s need, requirements, …

Classifying Services in International Markets

Classifying Services in International Markets

A useful typology of service firms in international markets is provided in Figure.  It distinguishes and gives examples of different types of service firms operating internationally with reference to two main qualifying dimensions: their respective degree of intangibility, and the respective degree of face-to-face client contact required or necessitated. Each of the four cells illustrated …

International Services Marketing Exercise Answers

International Services Marketing Exercise Answers

Q:  What are the reasons for Servcorp’s success in international markets? To what extent has Servcorp been able (a) to standardize, and (b) to customize its service offering worldwide? A: In international markets Servcorp has obviously developed both a mix of standardization (office layouts, facilities available, the way each client is treated) and customization (local …

Methods of Services Expansion in International Markets

Methods of Services Expansion in International Markets

As with domestic market expansion, several options are available.  These include: Embedding services in some physical storage medium as a form of support which may be self-delivered (in the form of computer software, videos or international Satellite and telecommunications for example) or delivered in person by an on-site representative of the service organization. Using licensing …

Factors that Drive an Organization to Provide Its Services Internationally

Factors that Drive an Organization to Provide Its Services Internationally

Understanding the nature of international services first Services now account for approximately 30% of total trade world-wide. There is a few factors that drive an organization to serve in international markets.  While the mix and proportion of export services varies from one country to another. Service Categories The main categories include; Factors that Drive an …

Promoting Services Review Questions and Answers

Promoting Services Review Questions and Answers

Q:  In marketing communications it is often necessary to make a distinction between your own target market and other audiences.  Why?  Answer:  For the purposes of promoting services and to communicate a marketer must often make distinctions between audiences and different types of behavior.  For example, with target market customers distinctions can be made between …

The Marketing Communication Mix and its Role in Promoting Services

The Marketing Communication Mix and its Role in Promoting Services

The Marketing Communication Mix and its Role in Promoting Services Service marketers usually have access to numerous forms of marketing communications. The challenge is to select the most appropriate (mix) and weave them together into a coherent, integrated program that is both effective and cost-efficient.  Elements of Marketing Communication Mix The main elements of the …

Services vs Goods: Implications for Marketing Communications Strategies

Services vs Goods: Implications for Marketing Communications Strategies

Services vs Goods: Implications for Marketing Communications Strategies Most of the factors which differentiate goods from services create distinctive marketing implications for service communication strategies. For example: The intangible nature of services means that Advertising is often necessary to communicate standing and reputation and, thereby, to build trust and confidence; to put a personal ‘face’ …

Define Emotional Labor, Role Conflict, and Role Ambiguity with Examples

Define Emotional Labor, Role Conflict, and Role Ambiguity with Examples

Emotional Labor Emotional labor concerns the management of emotions by service personnel so that customers will only see desirable expressions.  An example would be a front desk manager of a hotel retaining a calm and professional appearance even when being abused by an irate guest. Role Conflict Role conflict is where service employees must manage …

Uses of Services Management Trinity in Service Industry

Uses of Services Management Trinity in Service Industry

Uses of Services Management Trinity in Service Industry Defining Services Management Trinity Whilst the power of conceptualizing the management functions as a Service Management Trinity should be evident, achieving this integration in practice may still be problematic. Unlike manufacturing in which each management function can be considered as interlocking yet separate, a service organization can …

How various types of service encounters improve customer services?

How various types of service encounters improve customer services?

How various types of service encounters improve customer services? For an organization that is considering how to improve its customer service function, whether to go ‘hi-tech’ or ‘hi-touch’, (or both) is a critically important question. Having a taxonomy of service encounters, and an understanding of what underlies differences between encounters, the service provider can maximize …

Defining and Designing an Effective Customer Service Organization

Defining and Designing an Effective Customer Service Organization

Defining Customer Service Customer service is now a function that is built into the very fabric of the total service delivery and designing system. Customer service involves task-oriented activities, other than proactive selling, that involve interactions with customers in person, by telecommunications or by mail. Two main criteria of designing and performing a function; Customer …

Services Marketing Mini Case Study Solutions

Services Marketing Mini Case Study Solutions

Case 1: City Sightseeing Tours – A Communication Challenge Researchers are expected to discern that there is indeed a central role to be played by MC in this case situation – for the purposes of; (a) making people aware of the new service, and (b) differentiating the service from the competing alternative.  This should naturally …

Strategies for Managing Capacity and Demand

Strategies for Managing Capacity and Demand

Definitions of managing capacity and managing demand Managing capacity refers to the way capacity is used and tailored to match variations in demand. Means for operationalising each include: Creating Flexible Capacity Provide for additional capacity Rent facilities Manage Capacity Create flexibility in what is offered Review the hours of business Cross-train employees Managing demand, however, …

Developing Pricing Strategy Questions & Answers

Developing Pricing Strategy Questions & Answers

Q:  In what ways can price capture and communicate value in services? A:  Developing Price can capture and communicate value in a variety of ways by, for example: Making a desired service appear affordable Suggesting that what is offered is a special and limited offering with greater value than what is normally offered (Package deals …