Category «Marketing Basics»

The whole blog is especially designed for marketing students. Students of BBA, MBA and MS who are interested in marketing field will understand basic concepts of marketing in simplified terms from this page.

RPG Games SWOT Analysis

RPG Games SWOT Analysis

The SWOT analysis of RPG Games on social media platforms is concisely explained below based on marketers’ observations. Strengths: Deployment Platform Benefit: Facebook been the best of all social media platforms means more customers could be targeted Location: Launching a game in regions like UK and America which are well developed and are aware with …

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Four common Chinese consumer behaviors

Four common Chinese consumer behaviors

Four common Chinese consumer behaviors Four common ways Chinese consumers behave Chinese consumers prioritize quality and value over affordability, whereas American and British consumer prioritize affordability. If you are thinking about dealing with the Chinese market, you should consider the following four behaviors: 1. SPACE SAVING CONSUMERS People often consider all their options in China …

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Coursera – SMART Goal and KPIs Assignment Samples

Coursera - SMART Goal and KPIs Assignment Samples

In this assignment, we have selected an online business and developed SMART Goals along with appropriate KPIs. The 3 parts to this assignment are: Business description SMART Goals KPIs 1. Business Description Name: Marketing Skull (Blog site – marketingskull.com) Description of the business: It’s a business studies related blog consists of marketing, project management and …

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3 stages Content Marketing Strategy to build readers

3 stages Content Marketing Strategy to build readers

3 stages Content Marketing Strategy to build readers In the past, brands traditionally relied on many advertisements to attract consumers’ attention. However, in this age when consumers are sensitive to advertisements. If you want to accurately establish diehard customers who will repeat consumption, instead of revealing invalid advertisements. You need to rely on Long-term business …

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Generation Z Consumption Trends & Lifestyle

Generation Z Consumption Trends & Lifestyle

Consumption trends depend on consumers’ consumption habits or behaviors, for example, how consumers use a product, or how they interact with the social group to which they belong through a brand. The marketing budget of the industry will be based on the consumption budget and lifestyle of mainstream consumers in the market as the main …

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Six Laws of E-Commerce Consumer Psychology

Six Laws of E-Commerce Consumer Psychology

Although marketing methods of e-commerce and physical stores are slightly different, several principles of consumer psychology are still the same-“change the soup, not the medicine.” The well-known master Dr. Robert Cialdini, author of the book “Influence”, put forward six principles to persuade people to say “Yes”: Reciprocity Scarcity Authority Consistency & Commitment Liking Consensus & …

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Factors affect consumer willingness to shop online

Factors affect consumer willingness to shop online

Site speed If waiting for more than three seconds, 57% of consumer will give up browsing the web and 80% of consumers will not return to the website (or to shop online). Overall website design 92.6% of consumers said that “visual enjoyment” is the main factor influencing purchase decisions. If one and a half minutes, …

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Amazon services expectations and irresistible temptations

Amazon services expectations and irresistible temptations

Most consumers want to buy certain goods on Amazon, but they can use some small methods to entice consumers to stay on the web for a longer time. Part of the reason for the success of Amazon up-sell strategy is to provide ” Services beyond expectations”-an excellent strategy that can always convince consumers to buy. …

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Visual Cognitive Psychology Impact on Consumers

Visual Cognitive Psychology Impact on Consumers

As mentioned in the Six Principles of E-commerce Consumer Psychology, the overall design of the website will affect consumers’ purchasing decisions. The following will be divided into three parts to detail the impact of visual cognitive psychology on consumers:  (1) Color According to research, color is also an important part of brand value; and color …

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4 Major Amazon Upselling Techniques

4 Major Amazon Upselling Techniques

4 Major Amazon Upselling Techniques I have mentioned the six laws of e-commerce consumer psychology and Amazon Bundle techniques. The two themes are closely related to Upselling, which combines bundling techniques with consumer psychology. In addition to cross selling (Cross selling), it can also take advantage of the pursuit to recommend higher-end products of a …

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4 Tips to boost site conversion rate in short time

4 Tips to boost site conversion rate in short time

International e-commerce consultants have previously shared with readers the six ways to make consumers pay. In the world of e-commerce, every second counts, and you will want to see practical methods that can immediately increase the conversion rate. Otherwise, online shopping consumers are often extremely impatient. After scanning a page for three seconds, if they …

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9 Tips to Get Attention of Potential Site Users

9 Tips to Get Attention of Potential Site Users

The following uses Marketeingskull blog post as the main example, and provides a few tips to help you get the attention of potential site users more easily when you are under the heading: Concise and powerful (pure wool-30% off; final promotional offer; free e-newsletter subscription) State great interests (realize your dream of traveling around the …

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Difficult but effective ways to use of long tail keywords

Difficult but effective ways to use of long tail keywords

Before discussing long tail keywords, let’s talk about the importance of keywords. As mentioned earlier; Vitamin C Serum, a product of OZ Naturals, Stretches the product name very long because keywords have a fixed monthly search volume on Amazon, so you must do enough homework to find keywords related to the product. Come out and …

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Six Stages Conversion Rate Strategy to improve SEO

Six Stages Conversion Rate Strategy to improve SEO

The conversion rate strategy is based on the consumer’s purchase decision behavior, which is divided into six stages: Stage 1: Cognitive issues When consumers have doubts about certain issues, they will go to the Internet to seek answers. It is particularly important at this stage not to sell to them, but to provide answers that …

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3 Ways to Improve E-Commerce Website Search Ranking

3 Ways to Improve E-Commerce Website Search Ranking

This article will discuss optimization methods to increase search ranking from three directions: Speed ​​optimization Conversion rate optimization Content optimization 1. Speed ​​optimization I don’t know if you still remember, the first half of the introduction of e-commerce consumer psychology mentioned that the speed of a website will affect consumers’ willingness to shop; similarly, the …

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4 Simple Pinterest Marketing Tips for Beginners

4 Simple Pinterest Marketing Tips for Beginners

1. Provide richer and effective information in Pinterest photos For example, real-time price information, where to buy goods, descriptions of product characteristics, etc. If consumers have the function of using the product bulletin board, they will also take the initiative to inform users when the price of the product drops by more than 10%. 2. …

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Instagram or Pinterest – Where to promote your business

Instagram or Pinterest – Where to promote your business

Instagram: eye-catching photos According to the survey, almost more than half of Instagram users (3 million people) log on to this social network every day, and their main strength is pictures. It is a relatively friendly platform for brands because it does not filter or hide any dynamics or present them in a chaotic manner. …

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Facebook vs Twitter Comparison in view to promote your brand

Facebook vs Twitter Comparison in view to promote your brand

Facebook vs Twitter Comparison in view to promote your brand Facebook: Buy ads! Facebook is currently the most used social networking site, widely connecting friends and family members in everyone’s life circle, it is also one of the channels for the industry to connect with consumers. However, according to the analysis of user demographic variables …

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How to decide right social media platform for brand promotion

How to decide right social media platform for brand promotion

How to decide right social media platform for brand promotion What kind of social media site should be used as an auxiliary brand for the operation and promotion? In the past, the budget that companies invested in social media sites only accounted for 9% of the total budget, but it is expected to grow by …

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4 Content Marketing Steps to Build Loyal Customers

4 Content Marketing Steps to Build Loyal Customers

First step in content marketing is you must write down a lot of possible content that this group of readers want to know, because your blog must provide an endless stream of information to be able to continue to catch the attention of these readers. Step 1: Start building customers If you just opened your …

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How to pass FDA inspection to sell cosmetics in USA?

How to pass FDA inspection to sell cosmetics in USA?

Many businesses immediately raised a question in their minds, do I have to pass the US FDA inspection to sell cosmetics and skin care products? Except for colorants, cosmetics and their ingredients do not need to be approved by the FDA before they are marketed, but the product ingredients and labeling must be in accordance …

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3 Steps to Pass US FDA Inspection

3 Steps to Pass US FDA Inspection

Since if cosmetics are to be sold in the United States, they must pass the US Food and Drug Administration FDA level. However, because the United States defines cosmetics differently from other countries, it is necessary to pay attention to whether the product uses, and specifications cover drugs. For example, some countries regard sunscreen products …

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Anker product development process

Anker product development process

The persistence of quality is reflected in Anker product development process. After the product design is formed, Anker will continue to cooperate with European and American customers and research companies to listen to their opinions. Anker’s product development Process Steps Product title writing optimization: core keywords and closely related keywords Take Anker’s popular external mobile …

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Changing ‘Made in China’ brand myth in US – Anker Example

Changing 'Made in China' brand myth in US – Anker Example

When it comes to ‘Made in China’, most people usually don’t think of a few stereotypes right away: cheap, counterfeit, massive, low-end, not durable, fake, and explosive. However, Chinese mobile power manufacturer Anker broke this stereotype. Anker brand success is not in China, but on Amazon in Europe and the United States ranks first in …

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11 must-know Amazon Customer Satisfaction Metrics

11 must-know Amazon Customer Satisfaction Metrics

Amazon, an e-commerce platform is known to be a customer-oriented store. Making customer satisfied with your products and services is the most important factor in becoming a successful seller. Remember; Don’t make customers unhappy! Amazon has 11 quantitative customer satisfaction indicators that you must know. These indicators are also issuing that sellers on other platforms …

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Five Major E-commerce Trends of Modern Era

Five Major E-commerce Trends of Modern Era

According to a survey conducted by Forrester, a well-known US market research firm, consumer spending on online shopping will reach US$527 billion (nearly NT$18 trillion) in upcoming year. E-commerce is constantly innovating. Therefore, how to keep up with the modern trends of e-commerce, open the future market, and create a path of your own under …

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Correct online marketing strategies and methods

Correct online marketing strategies and methods

Correct online marketing strategies and methods After you choose the market, choose the platform, and put the products on the shelves, you also need to do strategic planning of online marketing, understand the skills of online marketing. And understand the shopping journey of consumers shopping on the Internet, in order to truly serve your products, …

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Global e-commerce models for brand management

Global e-commerce models for brand management

I think there are two feasible models for brand management of cross-border e-commerce. First E-Commerce Model The first way, if you have enough capital today and the brand line is complete, you can officially export the goods to the target market, enter a third-party warehouse (the warehouse company will have a matching logistics company), set …

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E-commerce model for small and medium-sized enterprises

E-commerce model for small and medium-sized enterprises

E-commerce model for small and medium-sized enterprises In this digital Internet era, It is critical to identify what kind of e-commerce model can small, medium-sized enterprises and the world’s invisible champions use to help enterprises transform through online marketing, build their own brands, and sell products to the world. The operation path of traditional brand …

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7 Reasons behind Amazon entry in hand-made market

7 Reasons behind Amazon entry in hand-made market

Why Amazon Enters the Hand-made Market to Grab Etsy’s Business? The aggressive giant Amazon stepped into Etsy’s hand-made niche market and launched Amazon Handmaid’s new service focusing on hand-designed products. But Amazon’s ambitions may be far more than that. Creating a market designed for crafts is just Amazon’s first step to attract more “in-house creators”. …

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Lean Startup – Uses of Lean Entrepreneurial Cycle

Lean Startup - Uses of Lean Entrepreneurial Cycle

Lean Startup – Uses of Lean Entrepreneurial Cycle Have you heard of Lean Startup? Nowadays, the entrepreneurial cycle is changing rapidly, and speed determines success or failure. In the past, Pakistan’s manufacturing industry’s high capital expenditures to build factories to reduce production capacity and cost has become narrower under the threat of the red supply …

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Digital Indicators on Amazon to Determine Market Demand

Digital Indicators on Amazon to Determine Market Demand

In the previous article, we used keyword tools to test the potential of Amazon products. Here, we will teach you to observe the digital indicators on Amazon to determine whether your product has market demand? There are two numbers on Amazon that are very important, one is the number of comments, the other is Best …

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7 Ways to test market potential of a brand

7 Ways to test market potential of a brand

7 Ways to test market potential of a brand An international brand with the spirit of locality can bring different touches to foreign consumers and make your brand market visible internationally. As an operator in Pakistan, based on your familiarity and intuition with the market, you may be able to easily judge whether a product …

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International Services Marketing Exercise Answers

International Services Marketing Exercise Answers

Q:  What are the reasons for Servcorp’s success in international markets?  To what extent has Servcorp been able (a) to standardize, and (b) to customize its service offering worldwide? In international markets Servcorp has obviously developed both a mix of standardization (office layouts, facilities available, the way each client is treated) and customization (local staff …

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Services Classification in International Markets

Services Classification in International Markets

A useful typology of service firms in international markets is provided in Figure.  It distinguishes and gives examples of different types of service firms operating internationally with reference to two main qualifying dimensions: their respective degree of intangibility, and the respective degree of face-to-face client contact required or necessitated. Each of the four cells illustrated …

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Ways to Expand Services in International Markets

Ways to Expand Services in International Markets

As with domestic market expansion, several options are available.  These include: Embedding services in some physical storage medium as a form of support which may be self-delivered (in the form of computer software, videos or international calls) Satellite and telecommunications for example) or delivered in person by an on-site representative of the service organization. Using …

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Factors that drive an organization to serve in international markets

Factors that drive an organization to serve in international markets

Understanding the nature of international services first Services now account for approximately 30% of total trade world-wide. There are a few factors that drive an organization to serve in international markets.  While the mix and proportion of export services varies from one country to another. International Service Categories The main categories include; Professional services (including, …

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Define Emotional Labor, Role Conflict, Role Ambiguity

Define Emotional Labor, Role Conflict, Role Ambiguity

Emotional Labor Emotional labor concerns the management of emotions by service personnel so that customers will only see desirable expressions.  An example would be a front desk manager of a hotel retaining a calm and professional appearance even when being abused by an irate guest. Role Conflict Role conflict is where service employees must manage …

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How Service Management Trinity can help improve the customer service

How Service Management Trinity can help improve the customer service

Defining Services Management Trinity Whilst the power of conceptualizing the management functions as a Service Management Trinity should be evident, achieving this integration in practice may still be problematic. Unlike manufacturing in which each management function can be considered as interlocking yet separate, a service organization can be thought of as a ‘factory in the …

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Using Tierney Model to improve customer service functions

Using Tierney Model to improve customer service functions

Use of three dimensions of Tierney Model The Price, Arnould and Tierney model for classifying and managing service encounters is a useful example. It uses three dimensions to describe the encounter: Encounter duration Affective content Spatial proximity For an organization that is considering how to improve its customer service function, whether to go ‘hi-tech’ or …

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Medium is the Message Case Solution

Medium is the Message Case Solution

Case Synopsis This case (Medium is the message) illustrates the face-to-face nature of services along with its managerial implications.  Fly Away Travel is known for providing stimulating holidays, and also for their personal attention and care.  It is this high level of customer service that differentiates it from other travel providers.  To combat geography and …

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An Effective Customer Service Organization Strategy

An Effective Customer Service Organization Strategy

Defining Customer Service Customer service is now a function that is built into the very fabric of the total service delivery and designing system. Customer service involves task-oriented activities, other than proactive selling, that involve interactions with customers in person, by telecommunications or by mail. Two main criteria of designing and performing a service function. …

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Scuba Jamboree Case Solution

Scuba Jamboree Case Solution

What might have been some of the implications for Scuba Jamboree of the fact that 70% of the local diving industry was controlled by foreign operators, and the challenge for Thai dive specialists to become more competitive? A: In the dive business, accreditation by a professional organization (like PADI) is essential.  This was lacking in …

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Promoting Services Review Exercise Answers

Promoting Services Review Exercise Answers

Distinguish between the internal and external role of public relations in promoting services. The internal or personnel-focused role of public relations includes culture and morale building trust and confidence building recognition and reward loyalty building serving to enhance productivity creating a climate or ambience conducive to optimum service delivery, customer comfort and satisfaction The external …

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Role of Marketing Communication Mix in Promoting Services

Role of Marketing Communication Mix in Promoting Services

Role of Marketing Communication Mix in Promoting Services Service marketers usually have access to numerous forms of marketing communication. The challenge is to select the most appropriate (mix) and weave them together into a coherent, integrated program that is both effective and cost-efficient.  Elements of Marketing Communication Mix The main elements of the mix that …

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5 Factors which differentiate Goods from Services

5 Factors which differentiate Goods from Services

5 Factors which differentiate Goods from Services Most of the factors which differentiate goods from services create distinctive marketing implications for service communication strategies. For example: The intangible nature of services means that Advertising is often necessary to communicate standing and reputation and, thereby, to build trust and confidence; to put a personal ‘face’ and …

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Services Marketing Mini Case Solutions

Services Marketing Mini Case Solutions

Marketing Case 1: City Sightseeing Tours – A Communication Challenge Researchers are expected to discern that there is indeed a central role to be played by MC in this marketing case situation – for the purposes of. (a) making people aware of the new service, and (b) differentiating the service from the competing alternative.  This …

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Capacity and Demand Managing Strategies

Capacity and Demand Managing Strategies

Definitions of managing capacity and managing demand Managing capacity refers to the way capacity is used and tailored to match variations in demand. Means for operationalizing each include: Creating Flexible Capacity Provide for additional capacity Rent facilities Manage Capacity Create flexibility in what is offered Review the hours of business Cross-train employees Managing demand, however, …

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Developing Pricing Strategy Exercise Answers

Developing Pricing Strategy Exercise Answers

Q:  In what ways can pricing capture and communicate value in services? A:  Developing Pricing can capture and communicate value in a variety of ways by, for example: Making a desired service appear affordable Suggesting that what is offered is a special and limited offering with greater value than what is normally offered (Package deals …

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Evaluate & maximize ARGE in service organizations

Evaluate & maximize ARGE in service organizations

Asset Revenue Generating Efficiency (ARGE) is an index or measure of the extent to which an organizations asset are achieving their full revenue-earning potential and yield.  Ways to Evaluate Asset Revenue Generating Efficiency (ARGE) Two ways to evaluate this: By multiplying the capacity utilization rate by the yield percentage, that is the total actual revenue …

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Monetary versus Non-monetary Pricing Objectives

Monetary versus Non-monetary Pricing Objectives

Monetary versus Non-monetary Pricing Objectives It is important that researchers understand the role that pricing objectives play in serving the attainment of business goals and objectives, as well as marketing goals and objectives. Reasons of Formulating A Pricing Strategy As illustrated in Figure, a pricing strategy is formulated with reference to several considerations: Costs to …

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Types and Significance of Service Costs

Types and Significance of Service Costs

In addition to the costs incurred by a service organization, customers may also incur up to five types of costs in purchasing and using a service: Financial costs Time costs Physical costs Psychic costs (mental effort, negative feelings) Sensory costs (unpleasant sights, noises, smells and tastes; physical discomfort) Significance of types of costs in service …

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Service Delivery Strategies Exercise Answers

Service Delivery Strategies Exercise Answers

What marketing and management challenges are raised using intermediaries in a service setting and delivery? Challenges arise from multi-site service delivery involving representatives who may not be employed directly by the originating service provider.  When the provision of services is delegated or sub-contracted to external agents or representatives, maintaining control over what is provided and …

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Service Delivery Process & Determinants of Effective Service Delivery

Service Delivery Process & Determinants of Effective Service Delivery

Above mentioned figure summarizes key decisions faced by management in planning and configuring the service delivery process.  Essentially these may be summarized and discussed under six main headings:  (i)           What is involved, step by step, in delivering the core and supplementary services. Note:  Shostack’s article on flowcharting or blueprinting illustrates well how this task may …

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Service Delivery Place, Servicescape & Physical Evidence – Examples

Service Delivery Place, Servicescape & Physical Evidence - Examples

Service Delivery Place, Servicescape & Physical Evidence – Examples A service organization’s place of service delivery and the physical evidence that forms a part of this, i.e. The servicescape refers to the setting, surroundings and facilities, inclusive of furniture and furnishings, décor and lighting. All that collectively define and characterize the place of service provision. …

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Impact of IT in Service Industry

Impact of IT in Service Industry

IT (Information Technology) is increasingly being used to facilitate service provision and in so doing to eliminate or diminish the role of customer service personnel in service encounter.  The marketplace versus marketspace distinction drawn by Rayport and Sviokla provides a useful frame of reference to organize and facilitate this discussion.  The respective roles played by …

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Service Product Strategy Exercise Answers

Service Product Strategy Exercise Answers

Q: Explain the role and purposes of a business analysis in the process of new service product development. A: The essential role of a business analysis is to test the feasibility and viability of any proposed new service product development.  Its purposes include to estimate market potential, size and likely demand to estimate the costs …

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Steps in Developing a Service Product Strategy

Steps in Developing a Service Product Strategy

A service is essentially the act of providing for a customer some function or task that they either can’t or don’t wish to perform themselves.  Understanding the concepts of Service Product Strategy Strategic Service Concept An organization’s strategic service concept defines the essential value proposition to potential customers.  A fast-food restaurant or hairdressing service, for …

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Define Service Categories and Service Product Portfolio – Examples

Define Service Categories and Service Product Portfolio - Examples

By drawing upon work by Levitt, Shostack, and Gronroos its identified that a service product strategy is constituted of core and supplementary elements.  Furthermore, the latter classification may be sub-divided into two distinct categories: facilitating and supporting services.  Core/supplementary Service Categories Examples of each are provided and discussed below in some detail under the collective …

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Kiwi Experience Case Study Solution-

Kiwi Experience Case Study Solution-

How does Kiwi Experience attract these customers and what else could it do to increase sales? Attracting customers is so important for Kiwi Experience as they cannot rely on customers coming back.  Retention of customer is very unlikely.  As the case states “it is very unusual for passengers to travel on Kiwi Experience for a …

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Target Market and Positioning Exercise Answers

Target Market and Positioning Exercise Answers

Q: How can the decision about whom to target provide a service organization with a competitive advantage? A: Competitive advantage can be grounded in and gained because of the customers that a service organization chooses to target the market because of the positioning opportunities. to define, profile, attract and appeal to customers either not served …

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Developing a Service Product Positioning Strategy

Developing a Service Product Positioning Strategy

What is Positioning Positioning is the process of establishing and maintaining a distinctive place in a market for an organization and/or its service product offerings.  This process is facilitated by asking the following questions: What is our service concept? How does it differ from competitors’ offerings? How well does it meet the needs of customers …

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Target Market Definition, Positioning & Its Importance

Target Market Definition, Positioning & Its Importance

Target Market Target market is defined and profiled with reference to a mix of demographic, geographic, socio-economic, psychographic, and behavioral data in service organizations.  Although the emphasis given to any one of these data sets may vary with circumstances, it is important to know how the nature of customers is shaped and influenced by all …

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Managing Customer Relationships Exercise Answers

Managing Customer Relationships Exercise Answers

Q: Explain why it is more profitable to retain existing customer relationships than to continually try to attract new ones. Research has shown that one loyal customer tends to become more profitable over time.  Apart from not having to outlay the initial costs of attracting new customers, there are four factors that create incremental profits …

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Fueling the Customer Relationship

Fueling the Customer Relationship

Fueling the Customer Relationship Discuss the grounds for, and appropriateness of, a customer relationship marketing and management strategy in the context of Eric’s business. Eric’s case is an interesting one and is probably indicative of many in the same position as he.  His business and marketplace have some of the characteristics that make it suitable …

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Six Key Determinants of a Successful Customer Relationship

Six Key Determinants of a Successful Customer Relationship

Recent research found in a study of hairdressers that customer loyalty was predominantly to the individual hairdresser rather than the firm.  The key determinants of a successful customer relationship are: Trust in Service Provider The essential aspect for any organization is customer’s trust on its brand, it plays a vital role in building customer relations …

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Define Switching Barriers & Create Value-based Customer Relationships

Define Switching Barriers & Create Value-based Customer Relationships

The second strategy used for customer retention is to build switching barriers (or costs) into the service product. There are two types of switching barriers (costs): Economic Barriers – representing financial disincentives to defecting such as termination penalties and service contracts and Psychological Barriers – where valued personal relationships are broken with a change of …

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Difference b/w Relationship Marketing & Relationship Management

Difference b/w Relationship Marketing & Relationship Management

Relationship marketing refers to using marketing tools to attract potential customers, establish communication, and create and develop relationships.  Relationship management moves the customers up the loyalty ladder by maintaining and enhancing relationships and retaining customers. Relationship Marketing Defined              ‘…the union of customer service, quality and marketing.’ (Bateson)              ‘…the dual focus of getting and …

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Mini-Case: The customer’s, right? Solution

Mini-Case: The customer’s, right? Solution

Q1: What factors contributed to Maree’s sense of annoyance and frustration in ‘The customer’s right’ case study? It should be noted that Maree was frustrated initially from a service failure (or at least a perceived service failure), however the clerk’s attempt at recovery only made the situation worse.  The factors that contributed to her annoyance …

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10 guidelines for effective complaint resolution

10 guidelines for effective complaint resolution

From a procedural perspective we offer ten guidelines for effective complaint resolution: Act fast to rectify the problem and restore the customer’s sense of satisfaction Admit mistakes but don’t be defensive Show that you understand the problem from the customer’s point of view Don’t argue with customers Acknowledge the customer’s feelings Give customers the benefit …

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Major courses of action open to an unsatisfied customer

Major courses of action open to an unsatisfied customer

Major courses of action open to an unsatisfied customer The options for an unsatisfied customer are: seek redress directly from firm take legal action complain to business, private or governmental agencies stop buying product or brand or boycott service provider warn friends Essentially these are: Do nothing Complain in some form to the service provider …

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Managing customer complaints and service recovery

Managing customer complaints and service recovery

Article Overview In this article we focus on the issue of how to deal with customer complaints effectively and productively, to the end of recovering successfully from situations in which a customer has expressed dissatisfaction with their service encounter or some part of it.  In this way customers, their loyalty and positive word-of-mouth, are retained. …

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Future of Subliminal advertising – Modern Subliminal Advertising Tools

Future of Subliminal advertising - Modern Subliminal Advertising Tools

Subliminal advertising is also called as subliminal priming. It’s a short and quick message is sent to people in form of text, image, video or as audio. This message can’t be noticed by conscious mind but only by the unconscious mind. This subliminal advertising only works in certain situations when the brand that is advertised …

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Define customer satisfaction, its types, key determinants with Examples

Define customer satisfaction, its types, key determinants with Examples

What is Satisfaction “Satisfaction is an affective or emotional state following an evaluation of the consumption experience”. Dictionary definitions describe satisfaction as ‘fulfilment’ or to ‘be content or pleased’. Achieving mere satisfaction is not enough, the aim is to delight a customer if loyalty is to be achieved Satisfaction and loyalty Figure 4.3 depicts the …

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A Case of Unfulfilled Customer Expectations

A Case of Unfulfilled Customer Expectations

How would you characterize customer (Lee’s) expectations and perceptions, and what factors have contributed to the formation of these? Lee expected to save time from a convenient and cheaper bill paying system being offered by her bank.  She is likely to have formed those expectations from at least two sources. i) her previous experience with …

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Comparing Service Quality versus Customer Satisfaction – Examples

Comparing Service Quality versus Customer Satisfaction - Examples

‘Service quality’ means different things to different people. Parasuraman et al define it as:  “… consumers’ judgement (across multiple service encounters) about the firms (or brand) overall excellence or superiority… it is a form of attitude, related but not equivalent to satisfaction” Dimensions of satisfaction and service quality tangibles reliability responsiveness assurance empathy Comparing Service …

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Relationship b/w customer expectations and their satisfaction levels

Relationship b/w customer expectations and their satisfaction levels

Researchers have found there is a relationship between the degree of satisfaction achieved, and the level of customer retention or loyalty.  Merely achieving customer satisfaction, however, is not enough.  Benefits of satisfying customers There are many other benefits of satisfying or delighting customers.  Among them are: Encourages repeat patronage and loyalty Enhances/promotes positive word of …

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How consumer decision making process for Goods Differs from Services!

How consumer decision making process for Goods Differs from Services!

A model of the consumer decision making process for services as opposed to goods is provided (Fig. 3) and discussed in the article.  Consumer decision making for services high in experience and credence properties (as distinct from search properties common to most fast-moving packaged consumer goods) is generally characterized by a higher sense of perceived …

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Use of Role & Script Theory in Service Contexts

Use of Role & Script Theory in Service Contexts

Role and Script Theories serve to inform and guide behavior in service contexts.  Role Theory It provides a framework for understanding and defining the behavior that customers expect and feel comfortable with in different service contexts.  This, in turn, bears directly on the recruitment, training and development of service personnel, especially those in high customer-contact …

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Massage2U Case Solution; Cultural Differences in Service Setting

Massage2U Case Solution; Cultural Differences in Service Setting

This mini case focuses on the cultural differences in decision making in a service setting. What might be important cultural considerations for Con to consider in thinking about this opportunity? Con should compare the cultural characteristics of the Greeks (his primary market now) and the Vietnamese (his potential market) to see if there are any …

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Cultural Risk Management through Control Theory

Cultural Risk Management through Control Theory

Control Theory Because of the sense of apprehension or risk that many service customers feel, it is important that they be given a sense of control over the service experience or encounter to counterbalance this.  In this way they will feel confident about what they are experiencing, and the likelihood of post-purchase dissonance will be …

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Distinguish between back-stage and front-stage service operations

Distinguish between back-stage and front-stage service operations

Distinguish between back-stage and front-stage service operations Types of Service operations The distinction between frontstage and back-stage service operations in a service organization is best illustrated with reference to what is visible and invisible to the customer.  This distinction may or may not be clear-cut.  For instance, a restaurant may be designed in such a …

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Service as a Process Review Questions and Answers

Service as a Process Review Questions and Answers

Q: What are the implications of having a customer involved in the service process and ‘factory’? A: Having a customer involved in the service process means that the interpersonal and communication skills of customer contact personnel must be well developed.  Furthermore, their personal appearance, manner and demeanor must be such that the customer is in …

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Mini case solution: The Antiquarian Bookshop

Mini case solution: The Antiquarian Bookshop

Mini case solution: The Antiquarian Bookshop This mini case (antiquarian bookshop) is intended to provide a means of exploring in an applied way many of the key concepts explained and discussed in this chapter. Q1. What is being processed in the bookshop, and what are important managerial implications of understanding this? Students are expected to …

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Define Service as A System with relevant examples

Define Service as A System with relevant examples

Define Service as A System with relevant examples Any service business can be thought of as a system comprising service operations service delivery service marketing Service operations Includes what goes on behind the scenes as well as in the presence of a customer in order to create and process the service.  For example: ordering and …

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Explain Service Encounter and Flowcharting – Examples

Explain Service Encounter and Flowcharting – Examples

Service encounter Managing the service encounter has implications for the place of service provision – i.e. where the encounter will take place, and how the service is to be provided. The nature of contact between a customer and service organization can vary greatly.  It can be characterized as one involving a high degree of involvement …

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Define Service as a Process and its managerial implications

Define Service as a Process and its managerial implications

Service provision is effectively a process by which a service is made available to someone or something, most commonly in real time with the customer present in the process.  This suggests that we should evaluate service processes to determine if different types of processes result in different levels of customer involvement.  Distinguish between people, possession, …

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8 most important reasons for the growth of services economy

8 most important reasons for the growth of services economy

Following points that can be made for services economy growth include: Increased leisure time and affluence serve to create increased demand for domestic services. g. recreation and entertainment, tourism, and hospitality services. Services are a significant means of adding value to a product marketing strategy, gaining, and maintaining competitive advantages, and securing key account relationships. …

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Services Marketing Chapter 1 Exercise Answers

Services Marketing Chapter 1 Exercise Answers

Q: Are the concepts in Chapter 1 relevant to the marketing of a church, religious institution or non-profit organization such as World Vision? Explain. A:         The short answer to this question is a definite “yes”.  Churches and other religious institutions, many of which are experiencing declining attendances and financial support yet are correspondingly faced …

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Differences Between Goods and Services – Examples

Differences Between Goods and Services - Examples

Broadly speaking, four generic differences distinguish services from goods.  These are Intangibility, Inseparability (simultaneity of production and consumption), Heterogeneity (Variability), and Perishability. Marketing and managerial services vs goods differences Arising from these differences are several important marketing and management implications which include: Greater involvement of customers in the production process People as part of the …

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Services Marketing Mini Case solution: The Office Plant

Services Marketing Mini Case solution: The Office Plant

This mini case is included to help students explore the key concepts from services marketing. What distinctive aspects of services, and what other services marketing concepts explained are reflected in this case, and what are likely to be important considerations in marketing and managing this service successfully. On the service continuum (Figure 1.5) students should …

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Creating service opportunities in effect to environmental changes

Creating service opportunities in effect to environmental changes

Numerous service opportunities have been presented because of these changes in government regulations, technology, franchising, and in international markets.  They include, for example: Creating service opportunities in effect to environmental changes Opportunities from Fewer Regulations and Professional Restrictions Easier entry to specific product markets More freedom to compete on price Removal of geographic restrictions Incentives …

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Defining Services and understanding service economy

Defining Services and understanding service economy

What are services? A service is an intangible offer that one party makes to another in exchange for money or any other valuable thing. But the party who provide service does not get the ownership of anything. Services marketers and managers must appreciate that customers are often buying an experience that needs to be staged, …

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Role of Consumer Behavior in Service Settings

Role of Consumer Behavior in Service Settings

Service managers must also understand that their consumer behavior also is likely to be influenced by the degree of responsibility and autonomy invested in them, and by their own sense of control over the service encounter and delivery process. Below Figure provides a model of the consumer decision-making, purchase, consumption and evaluation process.  You should …

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Solution of Bringing a Client Focus to Austrade, Bangkok Case Study

Solution of Bringing a Client Focus to Austrade, Bangkok Case Study

Synopsis of Austrade Case Study This case traces the events of Australia’s Trade Commission post (Austrade) in Bangkok, Thailand from a post that had the worst customer service record in the SE Asian region to becoming among the top five posts in the world, all in the space of a few years. It touches on …

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Qantas Case Solution – A Customer Perception of Service Recovery Efforts

Qantas Case Solution - A Customer Perception of Service Recovery Efforts

Synopsis of Qantas Case This Qantas case reports a series of dissatisfactory service encounters for a business passenger returning on a Qantas 16-hour flight from Los Angeles to Sydney.  The case centers around Qantas service recovery efforts (or lack of) and the relationship between customer satisfaction/dissatisfaction (CS/D) and service quality.  Further, it demonstrates how repeat …