Welcome to Legit Writing

LegitWriting LegitWriting

Chapter 1 Introduction to Services 29 ;; I
Summary This chapter has set the stage for further learning about services marketing by pre- i
3‘5 senting information on changes in the world economy and business practice that
A ‘7’” g; have driven the focus on service: the fact that services dominate the modern econo-
mies of the world; the focus on servicewas a competitive business imperative; spe- 32;
5‘ i: cific needs of the deregulated and professional service industries; the role of new 3″
service concepts growing from technological advances; and the realization that the
A 1′ characteristics of services result in unique challenges and opportunities. The chapter I l
5?; 1: presented a broad definition of services as deeds, processes, and performances, and
it drew distinctions among pure service, value-added service, customer service, and [I 3
derived service. ‘3 l
T:-~f}€%: Building on this fundamental understanding of the service econbmy, the chapter l3
3 presents the key characteristics of services that underlie the need for distinct strate-
3 2‘ a ’=.:; gies and concepts for managing service businesses. These basic characteristics are that 3
E 3 ’ t services are intangible, heterogeneous, produced and consumed simultaneously, and i
i; _’ perishable. Because of these characteristics, service managers face a number of chal- {3′
3 .1 321 lenges in marketing, including the complex problem of how to deliver quality services ; 3
3 j consistently. 3 f
3 3._’ The chapter ended by describing two themes that provide the foundation for future
l ‘ it chapters: the expanded marketing mix for services and customer focus as a unifying
3 theme. The remainder of the text focuses on exploring the unique opportunities and 3
3 2. , challenges faced by organizations that sell and deliver services and on developing i
‘3, solutions that will help you become an effective service champion and manager. 3
3 ,3: 3 I , 3 3
I , Discussion 1. What distinguishes service offerings from customer service? Provide specific
a: Questions examples- l
3 t2 ‘ I 2. How is technology changing the nature of customer service and service offerings? 33
3 3. What are the basic characteristics of services compared with goods? What are the 3
3]; _ ‘ ‘ implications of these characteristics for IBM Global Service, for Southwest Air- 3 3
1’;_,, j lines, or for the company you work for? I E
4. One of the underlying frameworks for the text is the expanded marketing mix for I
3 ‘ services. Discuss why each of the three new mix elements (process, people, and 3
physical evidence) is included. How might each of these communicate with or help 3 l
3 , _ ‘ to satisfy an organizatiOn’s customers? 3f
j ~ ‘. 5. Think of a service job you have had or currently have. How effective, in your opin-
3 3‘ r . 3 ion, was or is the organization in managing the elements of the service marketing
6. Again, think of a service job you have had or currently have. How did or does the 3 ‘ 3
3 – 3 organization handle relevant challenges listed in Table 1.2? 3’ 3
T__‘ji? 3 ‘ 7. How can quality service be used in a manufacturing context for competitive advan~ ! 3
3f? I tage? Think ofyour answer to this question in the context of automobiles, computers, 3 3
or some other manufactured product you have purchased. 3 s 3
‘i‘-“‘-“.’ 1 ‘ – _ 2 ‘ ‘ I 3
3 _ Exe rcises ‘ l. Roughly calculate your budget for an average month. What percentage of your bud- 3 3
get goes

Are you interested in this answer? Please click on the order button now to have your task completed by professional writers. Your submission will be unique and customized, so that it is totally plagiarism-free.