Case Study

2700 WordsMar 27, 201111 Pages
Services are economic activities offered by one party to another. Often time based, performances bring out desired results to recipients, objects, or other assets for which purchasers have responsibility. In exchange for money, time, and effort, service customers expect from access to goods, labour, professional skills, facilities, networks, and systems; but they do not normally take ownership of any of the physical elements involved. (Lovelock,. Christopher and Jochen Wirtz , Services Marketing 2004 ) “A service consists of three components: The core product delivers the principle benefits and solutions customers seek, supplementary services facilitate and enhance the core product, delivery processes determine how the core and supplementary services are delivered to the customer.” (Lovelock,. Christopher and Jochen Wirtz , Services Marketing 2004 p128) This essay will work closely with the Case Angling Experience along side the special characteristics of services, and the extended marketing mix to suggest ways in which John could improve his business. John’s business is based entirely around service, beginning from the collection at the airport, to the angling experience itself and then back to the airport. Revenue, or to give it its fuller title, sales revenue is the money a business obtains through the sale of its goods and services. (Bureau,. J, R Brand Management and control. 1981 p161) John’s business is new and John himself is also new to the business of providing guided angling trips, this essay will point out areas of service which need to be recognised in order for John’s business to be successful and therefore generate a good revenue through providing a good service. Question 1 John will face some challenges with his new business in relation to the special characteristics of service. The first characteristic to be discussed is

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