MKT-4035 Study Guide - quiz Guide: Services Marketing, Customer Service, Service Design
29 Dec 2021
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The intangibility of services makes service advertisement cumbersome. Bearing this in mind, discuss the approaches used in advertising services. Unlike traditional goods marketing that focuses on transactions and exchange, services marketing strategy is centered on the customer, usage, and relationships (vargo and lusch, Because of the intangibility of services, all of a company"s functions including marketing, selling, human resources, operations, and r&d must all work together in order to create effective services marketing strategies. Services fall into several categories such as the hotel industry, hospitals and customer service. Customer service is at the core of service industry as it provides support for a particular company"s core products. Employee attitudes, personal appearance and even the way they dress says a lot about a company and thus the service being offered: physical evidence is another factor, where the servicescape is very important to a customer as well.
