MKT 100 Lecture Notes - Lecture 11: Smartbook, Customer Service

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

Any intangible offering that cannot be physically possessed. Customer service specifically refers to human or mechanical activities that firms undertake to help satisfy their customer" needs and wants. By providing good customer service, firms add value to their products or services. Pure service to a pure product some firms lie somewhere in the middle and include some service and some product or sell products with an embedded service element (restaurants) Service sector makes up 70% of canada"s economy. Most households have little time for the household maintenance tasks and many are willing to pay others. The marketing of services differs from product marketing because of four fundamental differences unique to services: Four i"s make service marketing more challenging. Intangible it cannot be touched, tasted, or seen like a pure product can; difficult to promote because it must be shown directly to customers.