Download Mastering Marketing by Douglas Foster (auth.) PDF

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  • April 21, 2017
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By Douglas Foster (auth.)

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Example text

A major element in service marketing is the contact between staff and customers, whether in a supermarket, a bank, a plane, a hospital or whatever, and whether in face-to-face contact, by phone, letter or fax. It is then vital that staff are not only courteous and considerate, but are well trained, well informed and consistent in their contacts with customers. The Process by which customers are served is important. Customers should be able to find what they want easily, and to have choices plainly set out.

At first glance, there would seem to be many differences involved in the marketing of industrial products, that is, marketing goods and services to industrial users rather than the individual consumer or the consumer markets. However, the marketing principles involved remain the same and so do the basic techniques. The observable difference lies in the blend of marketing mix used. For example, with consumer goods, greater emphasis has to be placed on the persuasion of the individual consumer to buy the goods.

These are discussed below, but first it is useful to explore further the service area itself. Many physical products, from consumer durables like TV sets or cars, through to industrial equipment such as mainframe computers or power stations, require servicing by the original suppliers or their agents. Equally many services depend on some physical factors in order to operate- checkout tills, cash dispensers, computer terminals, aircraft, waiting areas, and so on. Hence the boundary between product markets and service markets is not clear-cut.

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