SMG MK 323 Lecture Notes - Lecture 13: Remote Backup Service, Planet Fitness, Customer Service
Document Summary
Service = any intangible offering that involves a deed, performance, or effort that cannot. Customer service = refers to human or mechanical activities firms undertake to help satisfy their customers" needs and wants. Firms add value to their products by providing good customer service. Even firms that typically sell products use service as a method to maintain a sustainable competitive advantage. 13. 1 intangible (services marketing differs from product marketing) The most fundamental difference between a product and a service is that services are intangible -- they cannot be touched, tasted, or seen like a pure product can. This proves very challenging to marketers, especially if they are more accustomed to selling products because benefits aren"t clear and promotion is hard. Some services have made their offerings more tangible to back up their customers. Ex: carbonite provides simple, affordable, unlimited online backup for computers and its software runs invisibly on computers. It created mobile apps, biometric scanners and electronic pins.
