An Assignment

on
Mid Term
(SET A)

Course Title: Service Marketing

Course Code: MKT4156
Section: (A)

Submitted to:
Shayla Yasmin
Lecturer
School of Business Studies (SBS)

Submitted by:
Md. Firoj Ahmed
Id: 2016010000278
Batch: 42nd

Date of Submission: 15th April, 2021.

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1. After a career as a Product sector marketer, you are thinking of taking a marketing
position at one of the top service organizations.
(a) What are some of the major challenges and differences you should expect to
experience?
(b) How are you going to address these challenges?

Answer to the question number 1(a):

There are some general agreements that differences between products and services because of
the basic characteristics of services. As a marketer, I have to face many challenges over the
service organization.
Challenges:
1. Defining and improving quality
2. Communicating and testing new services
3. Communicating and maintaining a consistent image
4. Motivating and sustaining employee commitment
5. Coordinating marketing, operations and human resource efforts
6. Setting prices
7. Standardization versus personalization
Differences:
1. Products are tangible and services are intangible.
2. Products are standardized and services are heterogeneous.
3. In products production separate from consumption and in services simultaneous
production and consumption.
4. Products are nonperishable and services are perishable.
These are the main challenges and differences which are known to all. But I have to face
some others challenges which I should except to experience.
 Promising time of the services are always tough to deal with the customers.
 Services are more promising than the products where performance may fall easily.
 Services are almost always expensive than the products.
 Almost all customers have doughty feeling about services.
 Lack of employees through the promotional period.
I think, service organizations are more competitive than the product organizations. So,
organizations should care about these challenges.

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 Answer to the question number 1(b):

Now I am going to address and describe the way of overcoming these challenges which I
already pointed on 1(a) answer.
Promising time: In the competitive marketing world service organizations promise their
customer by a quick response. But almost every time organizations are not able to deal with
their customer in a promised time.
Performance: Basically, service organizations work by third party organizations. That is
why sometimes they do not keep their performance which they promised to their customer.
Cost of services: In the competitive marketing world costing of services are very important.
On the other hand, services are always higher than the products. So, service organizations
should focus on accurate pricing.
Customer feeling: Service customers are often confused than the product customers. So,
organizations should focus on the feelings of their customers.
Lack of management: Service organization face a big problem when they offer their
customers in the promotional periods. Because of large number of orders in a promotional
period service organization face a management problem during the particular time.
From many challenges of service organizations with my limitations, I found these challenges.
If organizations care about these they can overcome their challenges.

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2. Identify a service organization that you feel has lacking in balancing the actual and
promised services.
(a) How would you recommend it shape the external, internal and interactive
communication process to a consumer centered mindset for minimizing the consumer
gap?
(b) How would shifting its mindset improve its operations?
Answer to the question number 2(a):
I identify Evaly as a service organization that I feel has lacking in balancing the actual and
promised services.
I would like to recommend the shape of Evaly the external, internal and interactive
communication process to a consumer centered mindset for minimizing the consumer gap.
In my observation, I feel Evaly has lacking in balancing the actual and promised services. I
recommend it’s shaped the external, internal and interactive communication process to a
consumer centered mindset for minimizing the consumer gaps are given below:
Organization needs to think about the consumer gap. This is the gap between expectations
and perceptions. For recommending the shape firstly I will talk about the service marketing
triangle. 

Figure: Tangibility of Service Marketing.

The Service Marketing Triangle shows the key factors involved in marketing of a service
business. It also shows the key factors of marketing activities between those factors. In this
service marketing triangle, there are three interlinked groups (customer, provider and the
company) that work together to develop, to promote and to deliver the service for the
satisfaction of their customer. Service marketing involves three types of marketing: External
Marketing, Internal Marketing and Interactive Marketing, while there are four potential gaps
(Knowledge gap, Service design and standard gap, Service performance gap, communication
gap) within the service organization.

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Now I will discuss about the suggestions of Evaly(Biggest online shopping mall):
1. Internal Marketing (Communicating the Promise):
 Marketing to employees that means marketing of well qualified delivery team of Evaly.
 Involves training, motivational, and teamwork programs and all communication with all
employees including management and other supporting staff of Evaly.
All we know that regular employees are near to consumers than top management. So, by
keeping good relations with them will help to reach consumers and it will create consumer
centered mindset.

2. External Marketing (Creating/setting the Promise):

 Marketing to end-users that are clients. Involves pricing strategy, promotional activities,
and all communication with customers.
 Performed to capture the attention of the market, and arouse interest in the service.
So, Evaly have to know about their needs and also have to provide according to that. It will
satisfy the consumers and also it will reduce the consumer gap by fulfilling their needs.

3. Interactive Marketing (Delivering the promise):

 This is real time marketing and known as moment of Truth and Service Encounter.
 This step is all about importance. Because if the employee falters at this level, customer
will confuse about the organization.
So, the service provider has to know the individual needs of each customer which will help
them to fulfill each customer need and reduce the gap between consumer and provider.

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 Answer to the question number 2(b):
As online shopping mall Evaly administration has to care about the gap between the
customer and the marketer. There are some ways to improve the Evaly customer satisfaction
level which are given below:

1. Product authentication: Firstly, Evaly has to focus on their original product. Usually,
customers are confused to purchase by online, that is why Evaly should establish that they
always offer authentic product to their customer.

2. Make sure of enough staff members during promotional period: When Evaly offer
their customer for special offer they have to appoint parttime employees to deal with the large
number of sales.

3. Quick response team: Sometimes customers are facing for lots of issues. That is why
Evaly should open a quick response team by a hotline number.

4. Reward the Champions: As a regular practice Evaly should practices a reward

champions for their employees. In this way employees will feel more important for their
organization which will help to increase the performance of employees.

5. Set Clear Guidelines: Evaly should focus on a very clear guidelines which the top level
of management takes managerial decision. Because of setting clear guidelines all the
employees of Evaly will concern about their goal which is very important to ensure a better
service.

I think, in this way if they shifting their mindset, they will improve their operations better.

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