Services marketing assignment

CASE STUDIES
Submitted to:
Respected Sir,
Dr. Sammar Rahi
Submitted by:
Muhammad Osama
M20MBA149
 Case 1
Sullivan Ford Auto World
Question No 01

 How does Marketing Cars differ from Marketing Services for the Same Vehicles?

Marketing cars differ from marketing services. In marketing car customer can see, watch and

touch the desired thing. It is a tangible thing. Rather marketing services is intangible thing. It is

tough for the customers to imagine what actually going to happen if they get the Service. A

customer cannot feel or enjoy the service before it is done in an auto world. He can get

satisfaction from the other people who have enjoyed the service. He can come back because

previously he had a good service experience.

Infect the sale of the car itself generate services. As a car gets old it needs servicing. Pricing of

the services is not fixed as compare to marketing cars.

In car services we need skill men. In marketing cars the product is the primary key. Marketing

for car and marketing for service needs different people from different skill sets. Both give

different type of satisfaction.

Both include different types of transaction. One include car ownership registration charges other

include engine oil prices. In services you have to wait from 30 mints to more than a week and

can be differ in different cases.

Marketing cars include 4 P’s (Product, Place, Price, and Promotion) rather services include 7P’s

(Product, Place and Time, Price, Promotion and Education, Physical Environment and People).

Service industries face more challenges than its product counterpart because of the people factor.

Marketing a car will usually emphasis on the buying process of the consumer, involving

transaction, to take ownership of the product.

Questions No 02

 Compare and contrast the Sales department and the Services department at Auto
World?

The Sales department in Auto World is responsible for engaging the customer and influences the

customers to buy product. They are also responsible for providing the information to the

customers about the Car modules and new offerings the customers would be interested in. Sales

department also in charge of giving alternatives or more options to customer who were not able

to buy brand new Cars where they offer the second hand or pre-owned ones (But usually they

were persuaded to buy brand new ones).They are target oriented and concentrate to fulfill their

target.

 Sales department considered as Front-End.

 Extensive marketing and advertising.
 Customer satisfaction is easily attained.
 Employees of Sales department must possess excellent communication skills.

The Services department of Auto World is accountable for the servicing, repair and maintenance

of the Cars. They are also accountable for answering the quires of the customers and entertaining

the concerns and problems of the customers. There are many concerns for the services

department; Appearance of Service department, Problems with inconvenient service time for

customer, Waiting Area, Services measures, Customer orientation, not so good attitude of

Service department.

 Service department considered as Back-End.

 No marketing and advertising for the Service.
 Customer satisfaction is harder to attain.
 Employees of Service department must possess higher technical knowledge.
Questions No 03

 From a consumer perspective, what useful parallels do you see between operating a
Car Sales and Service dealership and operating health services?

 Health Care sector is delivered by practitioners in medicine, nursing, pharmacy and other
care providers to humans where customers who seek ultimate satisfaction when it comes
to their health and also remarkable satisfaction is requested by customers who seek Car
services.
 In both Sales and Service department always work for making the customers satisfied.
 Both the department does it with their quality product and Smooth service experience.
 It’s important and significant for all businesses to provide a good quality product and best
quality service.
 Operating in Automobile Sales and Services dealership and operating in Health Care
service there are many similarities and many differences.
 Health Care services are depends only service but automobile industry is based on both
product and services.
 Building trust and tight relationship is essential for both Car Sales and Services
dealership and Health Care services.
 Both Service providers need to maintain the strong healthy customer relationships.
 As health service is basically depends on only service while automobile industry is based
on both product and service.

Questions No 04

 What advice would you give to Carol on future strategy for the business?

I would like to give advice to Carol on future strategy to train her current staff. She should focus

more on services department than her sales department because in the future cars sales is
expected to decline. I would suggest her to hire some new trained people and to fire some old

lazy people who are not well skilled and who was unable to give satisfaction to the customers.

I would further suggest her to

 Hire Business partner whom she can trust.

 Maintain his record properly and he should maintain his record through computer.

 Revamp the Services department.

 Develop a customer oriented service strategy.

 Advertising, marketing and promotions tools should be efficiently used.

 Reduce the cost.

 Proper introduction for customer of the service.

Case 2
Four Customers in Search of Solutions

Question No 01

 Strictly based on the information available in the case, how many possibilities do
you see to segment the telecommunication market?

Problems of the Customers:

 Overcharging of Telephone Bills

 Caller received a busy Signal

 A series of obscene telephone calls

 Making strange humming and crackling noises in the telephone, it difficult to hear what

the other person is saying

Phone Calls Destinations

 Local calls

 National calls

 International Calls (Like Mexico and Other South America)

Times and Days of Calls

 Daily Calls

 Most Calls on Weekend

 Evenings Calls

Telephone Bills

 Higher Percentage of Bills

 Median Level of Bills (50% bills are high and 50% bills are lower side)

 Bottom 10% of all household subscriber bills

 75th Percentile of Bills

Questions No 02

 As a customer service report, how would you address each of the problems and
complaints reported?

Winston Chen is complaints for the overcharging of Telephone bills due to many international

and local Calls. This can be deal by sharing the all bills information with him. The customer
service representative should explain the different charges for national, local or international

charges.

Marie Portillo has missed many important calls due to callers received a signal busy. This can

be a mechanical problem. A team will be sent by the company to check the problem and they

will also check the area about the weak or busy signal problem.

Eleanor Vanderbilt has been distressed to receive a series of obscene telephone bills. The

company should fit a filter in telephone system where unknown calls are blocks or check in.

Richard Robbins house phone line making strange humming and cracking noises due to this it

is difficult to hear what another person is saying. The company should advice to repair the

microphone and speaker. It will also suggest to replacing the phone.

Questions No 03

 As a marketing manager, do you see any marketing opportunities for the telephone
company in any of these complaints?

Winston Chen Telephone companies have plenty kind of promotions for international calls,

national calls, during the week on weekends and special horary. This company could offer to Mr.

Winston different promotions, to reduce his bill.

Marie Portillo The marketing department can approach this complaint offering her a voicemail

and a double line free, if she takes a special promotion, a package of international calls to

American countries during one year; like this, when the phone is busy and another incoming call

ring she will be able to answer it.

Eleanor Vanderbilt The company can offer her an added value services like , calls identifier, in

this way she will be able to identify the incoming calls and report to the police if is needed, some

dangers she can register.

Richard Robbins The telephone company could offer to Mr. Robbins a new answering machine

and moreover a package of International calls during the weekends.

Case 3
Dr. Beckett’s Dental Office

Question No 01

Which of the seven element of the service Marketing Mix are addressed in this case? Give
examples of each “P” you identify?

Product: The product is dental care service provided by Dr. Beckett and her assistants.

Price: Dr. Beckett’s dental office service price is higher than from other. But she did not
compromise the quality of service to her patients. Sometime she faces challenges because of
higher prices.

Place: The place where services provided in the Dr. Beckett’s dental office.

Promotion: She did no advertising; because of her new business came from positive word of
mouth by current patients.

People: Eight employees involve in the dental practice, including Dr. Beckett who was the only
dentist. Employees and staff member are a vital part of the service delivery. All employees are
skillful and trained.

Process: One of the main goals was to standardize some of routine procedure so that error was
reduced and all patients would receive the same level of care. Specific times allotted for every
patient. Office policy specified that patients are waiting no more than 20 minutes, if some delay
in appointment than tell the patient in advances.
Physical Environments: Dr. Beckett new office was Scandinavian in design. Different facilities
give to customers who are waiting for their appointment. Literature review available for the
patients how to maximize the benefits of their treatment outcomes. The chair in the examining
rooms is very comfortable. Headphones were available with a wide selection of music. The
entire back staff wore uniforms in cheerful shades of pink, purple, and blue that matched the
office décor.

Question No 02

Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this
problem effectively?

Most of people dislike going to dentist or felt that it was an inconvenience because of many
patients have physical and psychological issue such as dental phobia, fear, nervousness and pain.

Yes, because Dr. Beckett tried to reinforce the idea of that quality dental care depended on a
positive long term relation between patients and the dental team. She describe in mission
statement that, we are a caring, professional dental team serving motivated, quality-oriented
patients interested in keeping healthy smiles for a lifetime. Our goal is to offer a progressive and
educational environment.

Question No 03

How do Dr. Beckett and her staff educate patients about the service they are receiving?
What else could they do?

Dr. Beckett and her staff educate patients about the service they are receiving through a DVD
player that was used to show patients educational films about different dental procedures and
Literature was available to explain what a patients needed to do to maximize the benefits of their
treatment outcomes. It could do some educational sessions about dental care and detailed
promotion of dental care through advertising. They also make website and enter all information
about dental care on website where customer can get all information easily.

Question No 04

What supplementary services are offered? How do they enhance service delivery?
In Dr. Beckett’s clinic provide sample and complex procedure of teeth examine and other
supplementary services comfort waiting room, good environment through live plants and
flowers, provide high quality service, conference room with toys children, comfortable chair in
examining room, a wide selection of music; educate patients about procedure through
educational films and literature review.

Enhance service delivery:

 Appointed more dentists

 Provide high quality with less prices
 Gives all information to customers about after treatment outcomes
 Hired more skillful and experienced people
 To reduce the error in routine examining

Question No 05

Contrast your own dental care experiences with those offered by Dr. Beckett’s practice.
What differences do you see? Based on your review of this case, what advice would you
give (a) to your current or former dentist, and (b) to Dr. Beckett?

When I was visited an dental care my experienced is that there was an small examining room
with not comfort chair, less waiting area where patients are waiting for their treatment and
difficult for patients to stay here for long time , no entertainment like music. There are no office
policy specified that patients should kept waiting for his treatment and not tell about in advance
in case of delay. Equipment that is used for treatment was old.

My suggestion to my dental care to make the environment clean and comfortable, large waiting
area, newspaper and different magazine in waiting area, some entertainment to patients like
music, conference room with toys for patient children, educational films and literature review
about treatment.

My suggestions to Dr. Beckett to hire more employees in the his office, hire more dentists,
updated equipment’s of treatment, to reduce the error in routine examining, less prices of
services.