...Part 1 Dissatisfying Service incident 2 * Circumstances Leading to the Incident 2 * What Occurred During the Incident 2 * What made the Incident dissatisfying 3 * What could or should have been done differently 3 Part 2 Critical Incident Analysis 4 * The customer gap 4 * Type of encounters that occurred 4 * Source of displeasure/pleasure 4 * Dimensions of the servqual scale 5 * Reliability 5 * Responsiveness 5 * Assurance 5 * Empathy 6 Provider gap 1 The listening gap 6 * Inadequate service recovery 6 Provider gap 2 Service designs & standard gap 6 * Poor service design 6 Provider gap 4 The communication gap 7 * Ineffective management of customer expectations 7 * Inappropriate pricing 7 Part 3 Recommendations to the service provider 8 * Recommendation for Provider gap 1 8 * Recommendation for Provider gap 2 9 * Recommendation for Provider gap 4 9 * Conclusion 10 References 11 Critical Incident Report Part 1. Critical Incident Description: Service incident description * Name of firm/Organisation: EBay * Type of service: E-commerce * Date and time: 2/4/12, approximately 15.30 Circumstances Leading to the Incident I started selling products on EBay store and it was really successful, so I decided to start a second store to sell electronic...
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...Intern Report On Customer Service analysis with the overview of marketing and promotional activities of BRAC BANK LTD. SUBMITTED TO 1. Mr. SUNTU KUMAR GHOSH SENIOR LECTURER BBS BRAC UNIVRESITY 2. Ms. Sharmin Shabnam Rahman Lecturer BBS Brac University SUBMITTED BY JOYDEEP SINHA ROY 06304025 DATE OF SUBMISSION: 11th MAY, 2010 LETTER OF TRANSMITTAL 11th May, 2010 To Mr.Suntu Kumar Ghosh Senior Lecturer Brac University Subject: Internship Report submission Dear Sir, With due respect, I have the pleasure to submit my internship report on “Customer Service analysis with the overview of marketing and promotional activities” to partially fulfill the requirements of the bachelor degree under your supervision. It has been a worthwhile experience for me undertaking such a report work to get exposure to the real life of a banking organization. I have tried my best to satisfy the academic requirements. In my report, I have tried to reflect a partial scenario of the activities of local private banks of Bangladesh. I have used both primary and secondary data and have tried to prepare the according to your instructions. I also confess that this report has some limitations as well because I got limited resources. So I hope that you will be kind enough to...
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...Marketing Brand management takes on incredible meaning when you represent the world’s largest retailer. In our Marketing department, we develop unique creative strategies to reach thousands of target markets around the world, delving deep into comprehensive research and collaborating with the best of the best in our industry to reach more people, more inventively and more effectively. Our Marketing team connects with consumers on an unprecedented scale. Our Global Customer Insights and Analytics group uses new research methods and, more importantly, has the ability to measure and interpret the data to gain insight into customer needs and behavior. It’s just another way Walmart is committed to pushing the limits of technology to accelerate our vision of helping people save money and live better – all across the globe. As a steward of our brand promise, "Save Money. Live Better,” our Marketing team works alongside some of the most talented people in the world to communicate with the millions of customers who shop our stores, clubs and walmart.com every week. Accounting & Finance In Walmart’s Finance and Accounting departments, your insights go further, impacting business and communities in 27 countries, under 69 different banners and in every corner of the business, from Enterprise Risk Management to Sustainability. For instance, our Global Shared Services group aggregates and streamlines much of the financial and payroll services for Sam’s Club and Walmart in North America...
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...The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself (Ducker). Though a simple statement, as the world economy grow and consumers change this gets increasingly difficult. Globalization has caused marketers to research different countries, creeds, and cultures to make unique marketing strategies. Globalization isn’t the future of our economy, it’s the now. Advances in technology have made the world a much smaller place. With access to new markets many companies are venturing into uncharted territory in search for profit. Though its sounds great there are many precautions to take before a company finds a new market. There are barriers to entry: most common among many are tariffs, quotas, and sociocultural variances. Tariffs are taxes put on imports from other countries. The effect of a tariff is to raise the price of the imported product; it makes imported goods more expensive so that people are more likely to purchase domestic products. Quotas are limits on the amount of goods that can be imported. Putting a quota on a good creates a shortage, which causes the price of the good to rise and make the imported goods less attractive for buyers. This encourages people to buy domestic products, rather than foreign goods. Sociocultural differences in religious beliefs or practices, basic cultural assumptions and/or patterned behavior, language, idiom, body language and assumptions about social strata are all among potential...
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...From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing Management Decision, 1994, Vol. 32 Iss: 2, pp.4 – 20 Christian Grönroos, Professor of Marketing at the Swedish School of Economics and Business Administration in Helsinki, Finland. Abstract Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future.Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship-type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory...
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...Airlines must rebuild customer satisfaction with both the internal and external customers by looking at the needs of these individuals. Classic Airlines has the data on the customer’s needs and wants within the company. Therefore, Classic needs to look at this data to make process improvements, and market towards those improvements. The airline also has noted that the moral within the employees has decreased over the years. Classic should look at the needs and wants of the employees in order to create process improvements to increase employee satisfaction. Increasing employee satisfaction can be the first flight Classic Airlines should take in order to create a customer friendly environment for the loyal and new Classic Airlines customers. End State and Company Goals In order to create a reachable goal, the organizational goals must be realistic, and the end state must be within the mission and vision of the company (Marketing Review, 2006). The goal of Classic Airlines is to increase customer loyalty, as well as gain an increase within the market share of customers. Classic Airline’s goal is to become the airline of choice for the existing customers, as well as create a new customer base. Creation of a successful customer loyalty and rewards program is also a goal within many of the organization. Creation of a successful loyalty program will help Classic Airlines to climb the ladder to become the leader within the airline market. Also, creation of a marketing program which emphasizes...
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...Abstract Marketing is the source that results in the generation of the revenue for a firm. Bangladesh since its independence has gone through a substantial amount of changes in its industry composition and so has the marketing system of our country. This paper focuses on the flaws the marketing system has in our country. Both in the goods markets and services markets, marketers are still maintaining traditional approaches. It is high time that these approaches are modified. These faults could be overcome by adopting some modern strategies in the marketing plan. Some recommendations are given at the end of the paper that can help the marketers to eliminate the defects. The report has been mainly constructed with the help of secondary data by relying on internet based secondary data so the sources of books, articles, websites were used to draw notable references for constructing the report. 1.1 Background The marketing scenario of a country is very much essential for the industry because marketing is the source that results in the generation of the revenue for a firm. Bangladesh since its independence has gone through a substantial amount of changes in its industry composition and for that change in the industry composition has also taken place. When changes come over, it comes up with substantial challenges and opportunities. What the marketer has to study is how to face the challenges in a better manner to place itself in the market to ensure their survival...
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...Services Marketing Name: Instructor: Task: Date: A service is an act, performance, process or activity that occur during interactions with a person or, machine that provides full satisfaction of a customer’s needs. This is because the customers ideally buy a performance which ought to be staged performed and managed. Contemporarily, there are diverse services (Gilmore, 2003). These include business to business and consumer services. Examples of services include those offered by restaurants, airlines, legal services, personal services, accountancy, banking and finance among others. Service marketing is a mode of marketing that focuses principally on marketing of services. The marketing approach for products is much easier and comprehensible than that of the services. Companies that offer both services and products must apply the use of both marketing approaches (Gilmore, 2003). An instance of a computer vending company encompasses the sale of computers and offering of services such as aiding customers make choices and repair. To appeal to its customers, a company must offer the respective marketing for its products and supporting services. The core goal of a company when marketing services is to get professional personnel that can get into business with the affiliation in a specified location but not to get clients purchasing the given product. For instance, a restaurant offers its services both in-site and in the to-go form. Therefore, to market its services...
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...S-D LOGIC Service-dominant (S-D) logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than exchange of good, as the proper subject of marketing (Lusch & Vargo, 2006). Service, rather than goods is the basis of economic and social exchange. The idea of it is that organizations, marketing and society are basically concerned with exchange of service. The service that provided requires company to use specialized skills and knowledge to deliver the service to customers. In other words, service is always exchanged for service. According to Vargo and Lusch (2008a), goods become valuable to customers as service appliance, which it serves as distribution mechanisms for service and the value provided is at the time of its use, as value-in-use. Customers buy goods not just exchange money for goods, but the service and solutions that can provide by the goods. For example, customers who buying a heater is because of the solution, which is keep the customers warm that it provides. This is the service provided by the heater. Differences of G-D Logic and S-D Logic Traditional perspective refers to good-dominant (G-D) logic. G-D logic is centered on the good and based on value-in-exchange, in which the value is created through exchange of money and goods in the market. The economic exchange is fundamentally concerned with units of output that are embedded with value during manufacturing process (Vargo &...
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...Customer Satisfaction and the Services Marketing Mix Rama Yelkur ABSTRACT. As the U.S. economy continues to shift from a manufacturing to a service orientation, it is important for marketers to understand the importance of reactively adapting to customers through the marketing concept. This manuscript deals with one aspect of that adaptive process: customer service satisfaction. The purpose of this paper is to develop a model (see Figure 1) that suggests the possible effect of each individual element of the services marketing mix on the customer’s perception of the service. The customer experiences the service through the marketing mix; the critical elements in the services marketing mix that influence customer expectations being place, physical evidence, participants, and process. The customer’s experience of the service, the feelings and perceptions, have a pervasive influence on attracting new customers and retaining existing customers. The proposed model is formulated on the basis of propositions that relate marketing mix variables to the customer’s perception of service. The model incorporates customer expectations derived from his or her own experience or others’ experiences with the service, the service price relative to the price of other identical services, and the organization’s promotional methods for communicating the features of the service offered. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address:...
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...Task: Describe how marketing techniques are used to market products/ services in two organisations. MARKETING… MARKETING… The role of marketing | Page: 2-3 | Marketing objectives for Tesco | Page:4 | Marketing techniques used by Tesco | Page: | Marketing objectives for Oxfam | Page: | Marketing techniques used by Oxfam | Page: | THE ROLE OF MARKETING THE ROLE OF MARKETING What is marketing? Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is about identifying and understanding your customer and giving them what they want. It's not just about advertising and promoting your business. Effective marketing is a result of examining every aspect of your business and how it affects the consumer's end experience. Marketing covers everything you'll need to do in order to deliver your products and services to the consumer including research, planning, pricing, packaging, promotion, selling and distribution. Ansoff’s matrix One way of analysing the various strategies that an organisation may use to grow the business is with Igor Ansoff’s (1965) matrix. This considers the opportunities of offering existing and new products within existing and/or new markets and the levels of risk associated with each. This matrix suggests four alternative marketing strategies: 1. Market penetration - involves selling more established products into...
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... The focus on marketing services has always been on forming good customer relationships. Answer: True False There has been a shift in focus from organisational profits to putting the customer first (and thereby increasing profit). Incorrect Marks for this submission: 0/1. Question 2 Marks: 1 The three extra Ps in service marketing are people, physical evidence and process. Answer: True False Along with product, place, price and promotion, these make up the 7Ps of the service marketing mix. Correct Marks for this submission: 1/1. Question 3 Marks: 1 Price is difficult to fix in services because customers don’t receive a product. Answer: True False Customers receive an intangible product – it is this intangibility that makes prices difficult to set, along with the difficulty of fixing a value to processes. Correct Marks for this submission: 1/1. Question 4 Marks: 1 The four Ps include price, product, performance and promotion. Answer: True False The four Ps are product, place, price and promotion. Correct Marks for this submission: 1/1. Question 5 Marks: 1 Pre-consumption marketing of services is difficult as customers cannot assess the quality of the service until they have consumed it. Answer: True False Service marketing during consumption and post-consumption is therefore much more effective. Correct Marks for this submission: 1/1. Question 6 Marks: 1 The primary function of marketing is to bring buyers...
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...UNIT – I SIGNIFICANCE OF SERVICES MARKETING Proper marketing of services contributes substantially to the process of development. If innovative marketing principles are followed in services marketing, the socio-economic transformation will take place at a much faster rate. In future, the service sector would operate in a conducive environment offering great potential. If the opportunities are properly utilised by the service sector, it will lead to an all round development of the economy. The significance of the service economy may be discussed under the following headings: 1. Generation of employment opportunities 2. Optimum utilisation of resources 3. Capital formation 4. Increased standard of living 5. Use of environment-friendly technology. 1. Generation of employment Opportunities The components of the service sector are wide and varied. For example, the service sector includes personal care services, education services, medicare services, communication services, tourism services, hospitality services, banking services, insurance services, transportation services, consultancy services, etc The organised and systematic development of the service sector would create enormous employment opportunities. Application of marketing principles in the I service sector is instrumental to the development of the economy. However, it is appropriate to mention that India has not been successful in utilising the potential of the service sector. As seen in Table 1.1, in USA about 80 per cent...
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...properly attributed. Should this statement prove to be untrue, I /we recognise the right and the duty of the Board of Examiners to take appropriate action in line with University of Gloucestershire’s regulations on assessment. Signed ……………………………………. Date ----------------------- 2 Table of Contents 1 ASSIGNMENT BRIEF 2 3 LIST OF TABLES 5 1. Executive summary 6 2. Introduction 7 3. Marketing concept. 7 4. Market Orientation 9 4 Situational analysis 10 4.1 Customers 10 4.2 Company 11 4.3 Competitor 12 4.4 Context - Environment 12 4.5 Collaborators. 13 4.6 SWOT analysis 14 5 Marketing Strategy 15 5.1 Segmentation 15 5.2 Targeting 16 5.3 Positioning 16 6 Marketing Mix 19 Marketing mix is at the core of marketing according to Doyle and Stein XXXX, and it consists of the 4 Ps, Product, Price, Promotion and Place. However there have been additions to cater for the service industry, thus people, process and physicality have been added. These 7 Ps as they are now known, are ‘mixed’ to come up with a best strategy to take a product or service to market. However Doyle and Stein XXX argues that people tend to assume that the...
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...Marketing Plan Final Phase MKT/421 Marketing Plan Phase I The marketing plan is a comprehensive blueprint, design, or proposal, which outlines an organization marketing efforts. Most organizations use marketing plans for the purpose of increasing profit, revenue, and shareholders’ wealth (Kerin, Hartley, & Rudelius, 2011). The task of Charlie Team consists of completing the marketing planning phase one. Charlie Team will use the outline of the marketing plan from the student website for assistance in accomplishing the following process of the marketing plan phase one. Selecting an existing organization and discussing its overviews is the first step in phase one. The second step is giving a description of the new product or service. Step three is explaining the importance of marketing for organizational success. The fourth step analyzes the factors of strengths, weaknesses, opportunities, threats, and trends (SWOTT) of the new product or service. Step five is the marketing research approach for developing the marketing strategy and tactics of the new product or service (Perreault, Cannon, & McCarty, 2011). Organizational Overview Team Charlie chose the Walmart organization for completing this assignment. Walmart is one of the best known organizations in the world that have successful marketing plans and strategies. Sam Walton is the founder of Walmart and opened the first store in Rogers, Arkansas, 50 years ago in 1962 (Walmart, 2012). Currently...
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