Felicia Wang Essay

1145 Words5 Pages
QUIZ CHAPTER 8, 9, 10, 11 1. Explain three types of service marketing! Give an example of each type. - Internal marketing The service firm must orient and motivate its customer contact employees and supporting service people to work as a team to provide customer satisfaction i.e: Four Season Hotel starts hiring the right people and carefully orienting them to give unparalleled customer services. - Interactive marketing The service quality depends heavily on the quality of the buyer-seller interaction during the service encounter, training service employees in the fine art of interacting with customers to satisfy their needs. i.e: Four Seasons hotel selects only people with an innate ‘passion to serve’ and instructs them carefully in the fine art of interacting with customers. - External marketing The service firm engages in to set up its customers’ expectation and make promises to customers regarding what is to be delivered. i.e: A company sets up 4P’s (product, price, place and promotion) via regular marketing. 2. Describe the four characteristics of service that marketers must consider when designing marketing programs. [pic] - Intangibility: service cannot be seen, tasted, felt, heard, or smelled before they are bought. i.e: airline passenger only have the ticket after purchased it. - Inseparability: services cannot be separated from their providers, whether the providers are people or machine. Provider-customer interaction is needed. - Variability: the quality of services depends on who provides them as well as when, where, and how they are provided. i.e: hotel Marriot services. - Perishability: services cannot be store for later sale or use. i.e: doctor appointments, some doctors charge the patient for missed appointments. 3. Explain the

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