Adelia

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QUESTION
1. Explain what is meant by the core product and supplementary services.
2. Explain the Flower of Service concept and identify each of its petals. What insights does
this concept provide for service marketers?
3. What is the difference between enhancing and facilitating supplementary services? Give
several examples of each type by referring to services you have used recently.
4. How is branding used in services marketing? What is the distinction between a corporate
brand such as Marriot and Hilton?

ANSWER

1. Core product is The main benefit provided by the company is to meet the particular needs
of customers. For example, the hospitality business's main benefits that guests buy are
rest and sleep.
Suppelemntary sevices is Additional benefits provided by the company to add value and
differentiate from the core product.

2. To find out the main strengths and complementary strengths, the concept of The Flower
of Service can help business people better understand the products offered to customers.
Servicing Flowers, has eight flower petals that surround the flower core.
There are two types of services available in eight petals, the first is a service that
facilitates, consisting of :
1. Information - to get information about the service / company.
2. Order-taking - is about how customers want to collect services.
3. Billing - To display the price of each service detail.
4. payment - How to pay for services.
The second is an echancing service, which consists of
1. Consultation - to provide advice and motivation to customers.
2. Hospitality-related services ideally reflect the pleasure of meeting new customers and
greeting old customers when they return.
 3. Security - When visiting a service site, customers often want help with their personal
property. In fact, unless certain security services are provided (such as secure and
convenient parking for their cars), some customers may not come at all.
4. Exceptions - involving additional services that are outside the normal service delivery
routine.
In a well-managed and well-designed service product, the core and surrounding shells are
complete, always updated, and delivered to customers. Suppose there is only a core
without petals, the product feels dry and unattractive in the eyes of consumers. If there
are parts of service that are not provided to customers like a missing or damaged lid.

3. Facilitating supplementary services - whether needed for service delivery, or assistance in

using core products. in it consists of Information, Order Taking, Billing, Payment
Enhancing supplementary service - add extra value to customers. Where therein are,
Consultation, Hospitality, Safekeeping, Exceptions
Example: Using grabfood services, there are facilitating supplementary services, namely
the availability of information such as a list of restaurants to choose from, there is also a
price listed and there is also a method of payment provided. Then in enchancing
supplementary service there is a column that allows customers to add special requests
when ordering, then there are also facilities such as suggestions for choosing menu such
as the most selected restaurant, or the closest restaurant.

4. A brand is a name, term, sign, symbol, design, or combination of all that is intended to
identify goods or services offered by a person or several sellers and that distinguishes
them from competitors. Names given to products can include a variety of forms including
brand names based on people's names, for example Estee Lauder Cosmetics, place names
such as British Airways, animal or bird names such as Mustangs, name objects or other
items such as Apple Computers.
Based on the definition given by AMA, a brand is created by choosing a name, logo,
symbol, packaging design, or other attributes that identify and distinguish a product from
its competitors' products.
- There are insurance companies, financial institutions, and Real Estate
Investment Trusts that directly finance hotel investments, recruit management
companies to manage hotels, and buy franchises for their hotel brands. A hotel
can be owned by one entity (e.g., Illinois Teacher Pension Fund), managed by
a second entity (asset manager), operated by a third entity (Interstate Hotels
and Resorts), managed by a fourth party (Marriot, and distributed through a
fifth entity ( Expedia).
- Branded hotels may be owned and managed by chains, but may be owned by
third parties and managed by franchisees. Sometimes, chain management with
each other brands, because one chain can become another franchisee.
Starwood, for example, manages hotels under Hiltonbrand as Hilton
franchises. Because of that information about competitor's operational
procedures is quite freely circulating in the industry.