Question

Marketing excellence with services requires excellence in 3 broad areas, please explain with an example with min. 750 words

Answer 1

The three broad areas where Marketing Excellence with services requires excellence are :

A. External Marketing : This is all about producing or preparing services as per the requirement of the consumers , pricing it rightly so that intended consumers can afford these , promoting these effectively & efficiently so that communication is made to the consumers in most effective and efficient manner and distributing these in most effective and efficient manner . An example could be that of physiotherapy service where service is designed & prepared as per the requirements of the customers in the area depending upon the average age of customers . Like wise pricing is done so that customers in the area can afford and communication channels are carefully chosen along with designing of the communication . For distribution suitable place is chosen where the customers can frequently comfortably visit for the service .

B. Internal Marketing : This is about training and motivating employees for servicing the customers well in an effective and efficient manner. For example North West Airlines only thinks about training and motivating their employees and rest is taken care off by employees and incidently North West Airlines is one of the best companies to work for employees and is one of the best airline as percieved by customers.

C. Interactive Marketing : Customers judge both technical quality and functional quality of service . This is about how service was delivered and how concerned was the service provider about the quality of service . An example could be car service point where not only service is important but also how concerned was the technician (Who was providing service) about the service.