Wagner Fabricating Company
Billy Christian Tanoyo
01120120097
1.External Marketing : "Setting the Promise"
· Marketing to END-USERS.
· Involves pricing strategy, promotional activities, and all communication with customers. · Performed to capture the attention of the market, and arouse interest in the service.
Ex = Four Seasons Hotels and Resorts start by hiring the right people and carefully orienting and inspiring them to give unparalleled customer service.
Internal Marketing : "Enabling the Promise"
· Marketing to EMPLOYEES.
· Involves training, motivational, and teamwork programs, and all communication with employees. · Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.
Ex = Four Seasons select only people with passion to serve and instruct them carefully in interaction to customers and satisfy them.
Interactive Marketing : (Moment of Truth, Service Encounter)
· This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service.
· This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
Ex = Four Seasons create or design the hotel room that attract many customers
2. Intangibility Services are said to be intangible. They cannot be seen or tasted. It is often difficult for customer to measure service value , therefore , customers tend to look for evidence of quality and other aspect.
Inseparability Services are produced and consumed at the same time, unlike good that may be manufactured, then stored for later distribution. This mean the service provider becomes an integral part of the service it self. For Example : Waiters in the restaurant , cashier in the bank.
Variability Service variability is determined by the particular entity or circumstances surrounding the service. It only exist once and
01120120097
1.External Marketing : "Setting the Promise"
· Marketing to END-USERS.
· Involves pricing strategy, promotional activities, and all communication with customers. · Performed to capture the attention of the market, and arouse interest in the service.
Ex = Four Seasons Hotels and Resorts start by hiring the right people and carefully orienting and inspiring them to give unparalleled customer service.
Internal Marketing : "Enabling the Promise"
· Marketing to EMPLOYEES.
· Involves training, motivational, and teamwork programs, and all communication with employees. · Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.
Ex = Four Seasons select only people with passion to serve and instruct them carefully in interaction to customers and satisfy them.
Interactive Marketing : (Moment of Truth, Service Encounter)
· This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service.
· This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
Ex = Four Seasons create or design the hotel room that attract many customers
2. Intangibility Services are said to be intangible. They cannot be seen or tasted. It is often difficult for customer to measure service value , therefore , customers tend to look for evidence of quality and other aspect.
Inseparability Services are produced and consumed at the same time, unlike good that may be manufactured, then stored for later distribution. This mean the service provider becomes an integral part of the service it self. For Example : Waiters in the restaurant , cashier in the bank.
Variability Service variability is determined by the particular entity or circumstances surrounding the service. It only exist once and