The definitions of service marketing can be defined as the services covers a heterogeneous range of intangible products and activities that are difficult to summarize within a simple definition. According to the Rathmell, he states that 'goods are produced. services are performed. The product can be touch n see but services only can be judge.
2. do you agree with the extension of marketing mix? Why?
The 4Ps marketing mix which represents Product, Process, Pricing and
Promotion, have been most widely employed as a model for product marketing.
It shows the company preparing an offer mix of the product and price, with an integrated promotion mix to reach the target consumers through the selected distribution channels. The 4Ps of marketing have been the key areas where marketing managers allocate scarce corporate resources to achieve the business objectives.
3. The delivery of the service typically involves six factors
-The accountable service provider and his service suppliers (e.g. the people) -Equipment used to provide the service (e.g. vehicles, cash registers, technical systems, computer systems)
-The physical facilities (e.g. buildings, parking, waiting rooms)
-The requesting service consumer
-Other customers at the service delivery location
4. write short notes:
a) mystery shopping. which is widely used to gather information on customers’ service and shopping experiences.
b) service blueprinting. firms use “service blueprinting” to better manage the service encounter and to allow clearer visualization of the service processes.
c) critical incidents research
d) trailer call
5. relationship between customer satisfaction and customer retention
-Customer satisfaction is a short-term measure and is the outcome of the customer's evaluation of a specific transaction.
Customer retention is considered to be a relatively