MCS 1000 Chapter 16: Chapter_16_(Introductory_Marketing).docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Linda Hunter

Document Summary

Information (cid:224) to obtain full value from any good or service, customers need relevant information; information may sometimes be required by law (conditions of sale and use, warnings, reminders, and notification changes) (cid:224) customers also appreciate advice on how to get the most value from a service and how to avoid problems (timely and accurate information) (cid:224) information could be provided through front line employees, instruction books, videos/tutorials, or through company websites. Exceptions (cid:224) involve supplementary services that fall outside the normal service delivery (special requests and problem solving) (cid:224) companies should anticipate exceptions and develop back up plans and guidelines in advance (well defined procedures make it easier for employees to respond promptly and effectively) (cid:224) too many requests may indicate that standard procedures need to be changed (managers need to keep an eye on the level of exceptions requests)