...the scale of marketing entities. Tangible dominant Product that possess a physical properties that can be felt, tasted, and seen prior to the consumer’s purchase decision. Intangible dominant Products that lacks the physical properties that can be sensed by consumers prior to the purchase decision. The scale of marketing entities presented in figure 1.1 displays a range of products based on their tangibility. Rice (Example: BD rice) has the highest tangible aspect as we can feel, taste and can seen prior to the buying therefore we have selected it as the most tangible good in the scale of marketing entities model. Accordingly based on the tangibility aspect we have selected mineral water (Mum), shampoo (Meril), and computer (Apple), jewelry (Venus) as an example of tangible product or Manufactured good. We have put hotels (Radison) in the middle of the model as it includes both tangible and intangible aspect which has to give equal importance. Services are intangible dominant and can not be sense, felt or taste before the purchase. We have selected the service of doctors as the highest intangible product as consumers only can exercise the service of doctors. Service of doctors is being produced when the service is needed. The service of the doctors fluctuate time to time as it is perishable....
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...Servuction – service’s invisible organization and system The final service we encountered was the Tennents factory, which is situated on the outskirts of merchant city, a 5-minute walk from the university. This was a guided tour of the Brewery, which provided an insight into the history of the company as well as a detailed description as to how the Lager was made. It was clear that the service attracted a middle age tourist clientele due to the high volume of foreign consumers on the tour we partook in. The experience intended to provide customers with an understanding of the full brewing-to- bottling process of Scotland’s “favorite beer”, and the evolution of Tennents over the company’s timeline. On arrival, staff were friendly, well dressed and approachable, which contributed to a relaxed environment. The setting of the meeting room was busy and kept the consumer’s mind occupied whilst they waited for the tour to begin. This helped detract from the issue of the tour starting later than the proposed time. With a contemporary design, the room was appealing to the consumer aesthetically and helped build a positive insight as to the quality which could be expected from the tour. A successful blueprint of the service was clear as both customer A and B knew what part they played during the encounter. Such factors included marking yellow pathways on the roads between buildings for the customer to stay within for their safety as well as providing hair nets and high vis vests...
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...* Word count or equivalent: 1000 (500 per answer) * Assessment criteria: * To identify the nature of operations management * To analyse the processes of operations management * To analyse management approaches to operations management * To apply operations management to gaining customers and competing * To examine the operational processes and life cycles * Knowledge/understanding of concepts (40%) * Ability to collect, synthesise and apply information (20%) * Ability to generate appropriate conclusions (10%) * Logical structure (10%) * Communication of information/literacy (20%) Introduction * What the question going to be answered is about * This essay aims to answer… and will refer to… and apply examples from the… industry * Body * Begin each paragraph with the main idea/ topic sentence * This tells the reader what the paragraph will be about * Make sure your reader understands the main idea by EXPLAINING or giving a definitions How to.. * Give some EVIDENCE to support your main idea – the evidence should be a direct quotation or paraphrase and supported by a REFERENCE. * CONCLUDE your paragraph by either * linking back to your main idea * linking forward to the main idea in the next paragraph Conclusion * Conclusions are often hard to construct as you want to do more than just repeat everything you have just answered. * Ensure that you reach an overall conclusion...
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...1) What are Characteristics of Services? 2) What is the Difference between Goods and Services? 3) Explain any 2 problems associated with the difference between Goods & Services. 4) Explain the degree of Tangibility. 5) Explain the Service Triangle. 6) Explain Marketing of Service Triangle. 7) Explain the 7 P’s of Marketing Mix. 8) Explain Servuction Framework. 9) Explain Service Production System Framework. 10) Explain Service Blue Printing. Why Service Blue Printing? 11) Explain GAPS Model of Service Quality. 12) Explain Zone of Tolerance and Factors that influence adequate service. 13) Write Short Note on Service Quality/ Customer Retension and Profit Dependency Theory. 14) Write Short Note on Elements of Physical Evidence 15) Write Short Note on Service Gurantee. 16) Explain Service Encounter. [Moment of Truth] 17) Write Short Note on 5 Dimensions of Service Quality. [Servqual Attributes] 1 The _________ concept is a combination of both the technical and human behavioral aspects. | | Productivity | | Service | | Quality | | None of above | | | 2 The services are often ___________ based, as in the case of the educational, medical and legal services. | | Technique | | Knowledge | | Defect | | None of above | | | 3 The __________ is one of the additional dimensions which is associated with the service quality essentials | | Add-on | | Timeliness | |...
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...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 based on the relationship building and management approach. The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years...
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...Strategic Service Marketing Reflective Journal Nicolae Focsa B00053177 Department of Business School of Business & Humanities Institute of Technology, Blanchardstown Dublin 15. Word Count 13582 Words General Business –BN101 Strategic Service Marketing 16th December 2014 Table of Contents 1.0 Introduction 1 2.0 Week 1 1 3.0 Week 2 1 3.1 1 4.0 Week 3 1 4.1 1 4.2 1 4.3 1 4.4 1 4.5 1 4.6 1 5.0 Week 4 2 5.1 Week 5 and Week 6 2 18.0 Conclusion 2 Bibliography 3 Appendices 1 Introduction In this reflective journal I am required to reflect on strategic service marketing. I am reflecting on 3 dimensions lecture reflection from material that I study in lecture class, employee reflection myself as an employee in service industry how can I reflect on this matter and consumer reflection myself as consumer of services. Week 1 16 of September 2014 In this lecture im going to reflect on some quotations about service Strategic services without process is little more than wish list- Robert Filek. I understand this that services cannot exist without the practice. In order to do services an organisation need to put in process A satisfied customer is the best business of strategy of all- Michael leboeuf Customer need to be satisfied after receiving a service. A customer satisfied...
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...entered the marketing literature[2, 4-14]. A paradigm shift is clearly under way. In services marketing, especially in Europe and Australia but to some extent also in North America, and in industrial marketing, especially in Europe, this paradigm shift has already taken place. Books published on services marketing[15-17] and on industrial marketing[18-20] as well as major research reports published are based on the relationship marketing paradigm. A major shift in the perception of the fundamentals of marketing is taking place. The shift is so dramatic that it can, no doubt, be described as a paradigm shift[21]. Marketing researchers have been passionately convinced about the paradigmatic nature of marketing mix management and the Four P model[22]. To challenge marketing mix management as the basic foundation for all marketing thinking has been as heretic as it was for Copernicus to proclaim that the earth moved[23, 24]. The purpose of this report is to discuss the nature and consequences of the dominating marketing paradigm of today, marketing mix management of the managerial school (cf.[25] and how evolving trends in business and modern research into, for example, industrial marketing, services marketing and customer relationship economics demand a relationship-oriented approach to marketing. Relationship building and management are found to be an underlying facet in the research into these areas. Relationship marketing is suggested as one new marketing paradigm, and a number...
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...making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro-environment. Design/methodology/approach – The framework was developed by reviewing literature on destination, place, corporate, product portfolio and service branding. The framework was tested using case study methodology. Secondary research was primarily used to develop the case. Findings – There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended. Research limitations/implications – Since, this study depends on secondary research there is some limitations as data in this region is not easily available. ` Originality/value – Destination branding differs in challenges vis-a-vis product and service branding. This paper depicts steps essential for creating a successful branding strategy which can be applied in a real world context to maximize returns for the destination. Keywords Brand management,...
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...This article was downloaded by: [b-on: Biblioteca do conhecimento online UA] On: 01 May 2014, At: 14:22 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK The Service Industries Journal Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/fsij20 How to take customers into consideration in service innovation projects Marianne Abramovici & Laurence Bancel-Charensol a Business Management, GREGESE/PRISM/OEP, Marne-La-Vallée University, Marne-La-Vallée, France Published online: 04 Jun 2010. To cite this article: Marianne Abramovici & Laurence Bancel-Charensol (2004) How to take customers into consideration in service innovation projects, The Service Industries Journal, 24:1, 56-78 To link to this article: http://dx.doi.org/10.1080/02642060412331301132 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content...
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...Relationship Marketing RELATIONSHIP MARKETING Theory and Practice edited by Francis Buttle Manchester Business School .M.. raul Chapman rublishin3 Ltd p·C·p Selection and editorial material Copyright © 1996, F. Buttle All other material © as credited. All rights reserved Paul Chapman Publishing Ltd A SAGE Publications Company 6 Bonhill Street London EC2A 4PU Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may be reproduced, stored or transmitted, in any form or by any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Inquiries concerning reproduction outside those terms should be sent to the publishers at the abovementioned address. British Library Cataloguing in Publication Data Relationship marketing: theory and practice 1. Marketing 2. Customer relations 1. Buttle, F. 658.8'12 ISBN 1 85396 313 5 Typeset by Dorwyn Ltd, Rowlands Castle, Hants. Printed and bound in Great Britain DEFGH 3210 Contents Pref ace List of contributors VII IX 1 . Relationship marketing Francis Buttle 2 . Supply-chain relationships Gary Davies 3 . Principal-agent relationships Neil Carruthers 1 17 29 40 55 74 91 1 04 118 131 145 159 4 . Business-to-business relationships Pete Naude and...
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