TD 01

AN INTRODUCTION TO MARKETING

For this passage YOU ARE CONCERNED ONLY WITH ONE DEFINITION

Marketing is dynamic and impactful. The details differ between industries, but at its
most basic marketing is how businesses reach prospective customers and communicate the
unique benefits of a product or service. It encompasses all the activities that companies
undertake to promote, sell, and distribute that product or service. The goal is to generate sales
and build a loyal customer base by informing prospective and existing buyers about the offering.
Your target audience must first be aware that your product or service exists before you can
hope to inspire a purchase. An essential function in any business, marketing supports efforts to
acquire, keeps, and grow customers.

Marketing is a form of communication between a business house and its customers with
the goal of selling its products or services to them. Goods are not complete products until they
are in the hands of customers. Marketing is that management process through which goods and
services move from concept to the customer. Marketing has less to do with getting customers
to pay for a product as it does with developing a demand for that product and fulfilling the
customer’s needs.
According to the American Marketing Association (AMA) Board of Directors, Marketing is the
activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating and delivering
value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs
and desires. It defines measures and quantifies the size of the identified market and the profit
potential. It pinpoints which segments the company is capable of serving best and it designs and
promotes the appropriate products and services.”
Thus, marketing refers to all the activities involved in the creation of place, time, possession and
awareness utilities and beyond.

Here are two popular and widely accepted definitions of marketing. The first definition is
recommended by the UK’s Chartered Institute of Marketing (CIM), and the second definition is
proposed by the American Marketing Association (AMA):
• Marketing is a management process responsible for identifying, predicting and satisfying
customer needs in a cost-effective manner. (CIM, 2001)

• Marketing is an activity, a collection of activities, institutions, and processes used to create,

communicate, deliver, and exchange quotes that are valuable to customers. , Customers,
partners and society as a whole (AMA, 2007).
TD 01

Historical Overview of Marketing

Marketing is as old as selling. The word “marketing” likely originates from Europe in the early
1500s, when traveling merchants sold food and other goods at town markets. But the practice
of marketing is even older. Archeological evidence shows that ancient civilizations in Egypt,
Greece, and Rome distributed advertisements and branded items for sale.

Marketing is as old as selling. The word “marketing” likely originates from Europe in the early
1500s, when traveling merchants sold food and other goods at town markets. But the practice
of marketing is even older. Archeological evidence shows that ancient civilizations in Egypt,
Greece, and Rome distributed advertisements and branded items for sale.

Marketing practices have evolved as society and technology have progressed.

MARKETING CONCEPTS- TRADITIONAL AND MODERN

TRADITIONAL/ CLASSICAL CONCEPT

According to this concept, marketing consists of those activities which are concerned
with the transfer of ownership of goods from producers to consumers. Here, the role of physical
distribution and marketing channels is over emphasized. It refers to marketing as the process by
which goods are made available to ultimate consumers from their place of origin. The emphasis
of marketing is on sale of goods and services. Consumer satisfaction is overlooked.
MODERN CONCEPT
According to this concept, marketing is concerned with the creation of consumers.
According to the modern thinker Peter Drucker, Marketing is so basic that it cannot be
considered as a separate function. It is the whole business seen from the customers’ point of
view…business success is not determined by the producer but the customer.
Thus, the modern concept lays greater emphasis on customers and considers them as kings.
Marketing is not merely a physical process but is something beyond that. It is the philosophy
which centers around the wants and desires of customers.
TD 01

TRADITIONAL CONCEPT vs. MODERN CONCEPT

1. Traditional marketing starts from production and ends with sale but modern marketing
includes planning, product, price, promotion, place, people, after sale service etc.

2. Traditional marketing concentrates on favorable products, but modern

marketingconcentrates on customer needs, wants and satisfaction.
3. In traditional marketing, only those products are sold which the producer produces. No focus
is laid on consumer preference. On the other hand, modern marketing indulges in production
only after analyzing consumer demands.
4. Traditional marketing is product and production oriented while modern marketing is
consumer oriented.
5. The target of traditional marketers was to earn maximum profit by maximizing sales. But, the
main motive of modern marketers is to earn profits through satisfaction of consumer needs.
6. The principle of traditional market was “caveat emptor” i.e., “let the buyer beware”.
Whereas, the principle followed by modern market is “caveat venditor” i.e., “let the vendor
beware”.
TD 01

SELLING vs. MARKETING

It is a common error committed when people say they are going for marketing when they
actually go to the market to purchase goods/ services. Well, it is simply buying from consumers’
end and selling from the sellers’ end. Marketing is a wider term than selling. Let us now see how
selling differs from marketing.

MARKETING
1. It begins before sale and continues
after sale.
2. It focuses on consumer needs.
3. It has long term perspective aiming for
growth and stability.
4. It is a philosophy of business.
5. Here, customer comes first, then
product.
6. It has wider scope.
SELLING
1. It begins after production and ends
with the sale.
2. It focuses on seller’s needs.
3. It has short-term perspective.
4. It is a routine day to day physical
process.
5. Here, product comes first, then
customers.
6. Its scope is narrower as compared to
marketing.

Thus, from the above table the distinction of marketing from selling can be understood.
TD 01

FUNCTIONS OF MARKETING
Marketing functions are those specialized activities that a marketer must perform in
order to identify and source potentially successful products for the market place and then
promote them by differentiating them from similar products. The important functions of
marketing are discussed briefly below:
1. Research & Development Function- A marketer has to carry out adequate research to
identify the size, behavior, culture, gender, demands etc. of the target market segment, and
then develop the products/services accordingly to meet and satisfy the needs of target
customers.
2. Buying Function- The marketing department has to assist the purchase and supply
department by sending specifications of the materials required so as to get timely and quality
materials for production.
3. Standardization & Grading- Standardization means setting quality standards to
achieve uniformity in the product. It provides consistent quality assurance to consumers.

Grading means classifying the product on certain accepted benchmarks or bases such as size,
quality etc. Through grading, the marketer can get higher price for quality product.
4. Packaging and Labeling- Packaging is traditionally done to protect the goods from
damage in transit and to facilitate easy transfer of goods to customers. But now it is also used
by the manufacturer to establish his brand image as distinct from those of his rivals.

Another activity involved with packaging is labeling. It means putting identification marks on the
package. Label is that part of a product which contains information about the producer and the
product.
5. Branding- It is the process of stamping a product with some identification name or
mark or a combination of both. Branding means giving a distinct individuality to a product.
Some popular brands are Airtel, Sony, Lux, Nirma etc.
6. Pricing- Determination of price of a product is an important task of a marketing
manager. Price is influenced by cost of product and service offered, profit margin desired, prices
fixed by rival firms, government policy, etc.

7. Promotion Function- The marketing manager must design adequate strategies to

make known to consumers about the availability of products in the market. Without this
function, products will remain in the hands of producers and will never reach the consumers.
Four important methods of promotion are advertising, personal selling, publicity and sales
promotion.
TD 01

8. Physical Distribution- This function involves the activities which are necessary to
transfer ownership of goods to customers and also making available goods at the right place
and time.
9. Transportation- It provides the physical needs which facilitate the movement of
persons, goods and services from one place to another.
10. Warehousing- To meet the expected demands of consumers, goods are produced or
procured well in advance and stored in warehouses till they are transferred to customers.
Warehouses protect the goods from any damage which may be caused by any rodents,
moisture, sun, theft, etc.
11. Risk- taking function- Risks are involved in almost all levels of marketing process.
Risk taking in marketing refers to the financial risk that is inherent in producing and handling
goods, including the possible loss due to a fall in prices and the losses from spoilage,
depreciation, obsolescence, fire and floods etc.
12. Customer Support Services- This function relates to developing customer support
services such as after sales services, handling customer complaints and adjustments, providing
credit facilities, maintenance services, technical services etc. These services provide maximum
customer satisfaction and develop brand loyalty for a product.

All the above, and in some situations, more other functions are performed by the marketing
manager.
 Introduction to Service Marketing

Service marketing refers to the marketing strategies and tactics used to promote and sell
intangible products or services, such as banking, insurance, hospitality, and healthcare. Unlike
physical products, services cannot be seen, touched, or stored. They are often consumed at the point
of sale, and their quality is largely dependent on the interaction between the service provider and
the customer.

Service marketing involves understanding customer needs and expectations, designing

service offerings that meet those needs, and delivering high-quality services that satisfy customers
and build long-term relationships. Effective service marketing requires a deep understanding of the
unique characteristics of services, such as their intangibility, perishability, variability, and
inseparability.

The success of service businesses often depends on the quality of the customer experience,
which can be influenced by a variety of factors, such as the physical environment, employee
behavior, and customer interactions. As a result, service marketing often focuses on building strong
customer relationships, through strategies such as personalized service, loyalty programs, and social
media engagement.

1. Defining services and their characteristics

Services are intangible products or activities that are provided to customers by

service providers. They are intangible because they cannot be seen, touched, or stored like
physical products. Services are characterized by a number of unique characteristics that
distinguish them from physical products, including:

• Intangibility: Services cannot be seen, touched, or stored, making it difficult for

customers to evaluate them prior to purchase.
• Heterogeneity: Services are often highly variable in quality, as they are dependent on
the individual service provider and the context in which they are provided.
• Perishability: Services cannot be stored or inventoried, meaning that unused
capacity cannot be saved for future use.
• Inseparability: Services are often produced and consumed at the same time,
meaning that the customer and the service provider are present during the service
delivery.
• Simultaneity: Services are often produced and consumed at the same time, meaning
that the customer and the service provider are present during the service delivery.
These characteristics make service marketing unique and require specific strategies
to effectively promote and sell services to customers.
 Introduction to Service Marketing

2. Differences between goods and services

There are several differences between goods and services, including:

Introduction to Service Marketing
 English For Specific Purposes Digital Marketing Mr. Nateche Med

Introduction to Digital Marketing

What Is Digital Marketing?

The first approaches to digital marketing defined it as a projection of conventional
marketing, its tool and strategies, on Internet (Otero and Rolan, 2016). Satya (2015) defined it
as ‘online marketing’, ‘web marketing’ or ‘internet marketing’. The term digital marketing
became popular overtime, especially in certain countries. In the USA online marketing is still
prevalent, in Italy is referred as web marketing but, in the UK, and worldwide, digital
marketing has become the most common term, especially after the year 2013.
Digital marketing is an umbrella term for the marketing of products or services using digital
technologies, mostly on the Internet, but also including mobile phones, display advertising
and any other digital terms.

1- How Has Digital Marketing Evolved?

Figure 1: Digital Marketing History Graphic Guide

(Source : http://www.mediaocean.com/digital-marketing-guide/overview-history)

So what has changed? The social media revolution has completely changed the internet and
consumer behavior. Internet usage and user expectation with over 40 per cent of the world now
online and over 90 per cent in many countries (Internet World Stats, 2015). Analytics has grown to
the level where we can understand our consumers’ behavior in real time, including just not their
usage statistics but also their demographics and even interests. Mobile has gone smart and tablets
have stormed onto the scene and both of these changes have brought along apps. Touchscreen is
 English For Specific Purposes Digital Marketing Mr. Nateche Med

becoming increasingly common across all devices. Google has become an enormous organization
and owns search globally. TVs have gone smart and Bluetooth opens up another level of possibilities.
With a naturally ageing population there is now only a very small percentage that are technophobes
simply due to age.

Example of a successful digital marketing campaign: One successful digital media campaign
was by Pizza Hut, which created an app that allowed customers to create their own pizza by dragging
their chosen toppings onto a graphical pizza base. The iPhone would then determine which of the
chain's thousands of locations the customer happened to be nearest. The company advertised the new
app online, in print, and on television - even winning a placement in Apple's own iPhone commercial.
Within two weeks, the Pizza Hut app was downloaded 100,000 times and within three months iPhone
users ordered $1m worth of pizza. The app now has millions of users across the iPhone, iPad, and
Android platforms.

2- Definition of Digital Marketing

Digital marketing is basically applying all marketing techniques to digital channels.

Different sources can be used to promote services and products like SMS, search engines, email,
websites, social media and mobile devices. The digital nature of this marketing method makes it a cost-
effective means of promoting one’s business. (Kingsnorth, 2016)

The use of digital marketing depends on the organization’s marketing objective. It could
be that the organization wants to generate more leads, build their brands, increase sales or improve
brand engagement. Digital marketing means more than just having a website. The website needs to be
aesthetically pleasing and easy to navigate, and also needs to have quality content to reflect the nature
of the business.

Search engine optimization (SEO) is an important factor as well. Search engines need to read and
index the website properly. There are content and SEO specialists who can help organizations to design
websites which are responsive and accessed through all devices. Digital marketing also involves
managing the organization’s social media presence and interacting with fans as well as marketing the
business across major social media channels.

Key words: Search engine optimization (SEO)

SEO means Search Engine Optimization and is the process used to optimize a website's
technical configuration, content relevance and link popularity so its pages can become easily findable,
more relevant and popular towards user search queries, and as a consequence, search engines rank
them better.

SEO strategy examples: 9 examples of what a good SEO strategy includes

• Keyword optimization. First is keyword optimization. ...
• Optimizing on-page elements. ...
 English For Specific Purposes Digital Marketing Mr. Nateche Med

• Improving the backend of your site. ...

• Creating user-friendly pages. ...
• Creating content. ...
• Building links. ...
• Analyzing your competition. ...
• Optimizing for voice search.

3- History and Evolution of Digital Marketing:

Once Google started to grow at pace and Blogger was launched in 1999 the modern internet age began. Blackberry, a brand not connected with innovation
any more, launched mobile e-mail and MySpace appeared. MySpace was the true beginning of social media as we define it today, but it was not as successful as it
could have been from a user experience perspective and ultimately that is what ledto its downfall.
The first search engine started in 1991. In 1993, the first clickable advertisement went live, afterwhich HotWired purchased a few ads . This marked

the beginning of a new era, the digital era of marketing.Because of this gradual shift, the year 1994 saw new technologies entering the digital marketplace.

The very same year, Yahoo was launched.

 English For Specific Purposes Digital Marketing Mr. Nateche Med

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. In 2000,

the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving place for the giants. Then in 2006, digital marketing

world saw its first steep surge. At that time, search engine traffic already grown to about 6.4billion in a single month.

Soon, Google began to expand and along with this social networking sites began to emerge. Myspace was the first social

networking site followed by Facebook. With this, companiesrealized that all these new sites are opening new doors of opportunity for them to

market their products and brands.

Products marketed digitally are now available to customers at all times. Statistics collected by the Marketingtechblog for 2014 show that

posting on social media is the top online activity in the US. The average American spends 37 minutes a day on social media. 99% of digital marketers use

Facebook to market, 97% use Twitter, 70% use Google+, 69% use Pinterest and 59% useInstagram. 70% of B2C marketers have acquired customers through

Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The

top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.

Noteworthy Achievements

First use of the term ‘digital marketing’ | 1990 Launch of the first search
engine: Archie | 1990First Clickable web-ad banner | 1994
Launch of Yahoo | 1995
First e-commerce transaction over Netmarket |1994 Launch of first social media site:
SixDegrees.com | 1997Birth of Google | 1998
Launch of Microsoft’s web search engine | 1998
First mobile marketing campaign by Universal Music | 2001Launch of LinkedIn | 2003
Launch of WordPress | 2003
Google becomes publicly listed; Gmail is launched | 2004Launch of Facebook | 2004
Launch of YouTube | 2005Launch of Twitter |
2006 Launch of Hulu | 2008 Launch of iPhone
| 2007
Launch of Google’s real-time search engine results | 2009Launch of WhatsApp | 2009
Launch of Instagram | 2010
Web-use overtakes percentage of TV viewership among youth demographic |2011Launch of Snapchat | 2011
64% of advertisers expect to increase social media budget | 2013Amazon dominates e-commerce | 2013
Launch of Facebook messenger app | 2014LinkedIn features tailored ads |
2014
Mobile usage surpasses desktop browser traffic | 2014Rise of content marketing | 2015
English For Specific Purposes Digital Marketing Mr. Nateche Med

Just a decade ago, if a business wanted to reach out to target customers they would promote using traditional marketing mediums such as TV, radio,

print, flyers. Simply because that’s where the potential customers’ used to spend their time. However as humans evolved our technology advanced giving rise to

a digital revolution. To simply state, people started spending more time on online platforms such as Google, Facebook, Instagram, YouTube etc., to stay

acquainted with news, entertainment and commerce. Hence, today our lives run on a click. But does that mean TV, print, radio don’t work anymore? No, not at

all! We cannot say that traditional marketing efforts do not haveany impact. Rather, it goes hand in hand with digital marketing and the distribution has evened

out.

4- Benefits of Traditional Marketing & Downside of Traditional Marketing

a- Benefits of Traditional Marketing

➢ You can easily reach your target local audience. For example, a radio ad might
play in one location: your city or region. Or mailbox flyers will go to households.
➢ The materials can be kept. The audience can have a hard copy of materials of
which they can read or browse through over and over again.
➢ It's easy to understand. It can be easily understood by most people because they
are already exposed to this kind of strategy.

b- The Downside of Traditional Marketing

i. There is very little interaction between the medium used and the
customers. (Unidirectional communication) It is more of providing
information to the publicthat the brand exists with the hope of these people
patronizing the brand.
ii. Print or radio advertisements can be very costly. Printing materials
can beexpensive and you need to hire people to distribute these.
iii. Results on this marketing strategy cannot easily be measured.
Was thecampaign successful?

c- Benefits of Digital Marketing

➢ You can target a local audience, but also an international one. Further, you can make a
campaign to specific audience demographics, such as gender, location, age and interests.
This means your campaign will be more effective.
➢ Your audience can choose how they want to receive your content. While one person likes
to read a blog post, another person likes to watch a YouTube video. Traditional marketing
doesn't give the audience a choice. Most people hate receiving sales flyers in their mailbox or
phone calls at inconvenient times on stuff that they have little interest in. Online people get
the choice to opt in or out of communications and often it is relevant because they were the
ones searching for it in the first place
➢ Interaction with your audience is possible (Bidirectional communication) with the use of
social media networks. In fact, interaction is encouraged. Traditional marketing methods don't
allow for audience interaction. You can encourage your prospects clients and followers to take
action, visit your website, read about your products and services, rate them, buy them and
provide feedback which is visible to your market.
➢ Digital marketing is cost-efficient. Though some invest on paid ads online; however, the
cost is still cheaper compared to traditional marketing.
➢ Data and results are easily recorded. With Google Analytics and the insights tools offered
by most social media channels, you can check on your campaigns at any time. Unlike
 English For Specific Purposes Digital Marketing Mr. Nateche Med

traditional marketing methods, you can see in real time what is or is not working for your
business online and you can adapt very quickly to improve your results.
➢ Level playing field: Here it means that everyone has a fair and equal chance of succeeding.
I.e.; any business can compete with any competitor regardless of size with a solid digital
marketing strategy.
➢ Real time results: you don’t have to wait weeks for a boost to your business like you would
have to wait for a fax or form to be returned. You can see the numbers of visitors to your site
and its subscribers increase, peak trading times, conversion rates and much more at the
touch of a button.
➢ Brand Development: A well maintained website with quality content targeting the needs
and adding value to your target audience can provide significant value and lead generation
opportunities. The same can be said for utilizing social media channels and personalized
email marketing.
➢ Viral: how often do your sales flyers get passed around instantly by your customers and
prospects? Online, using social media share buttons on your website, email and social media
channels enables your message to be shared incredibly quickly. If you consider the average
Facebook user has 190 friends of which an average of 12% see their liked posts – your one
message has actually been seen by 15 new prospects. Now imagine a number of them also
like and share your message and their friends do the same? That is why high-quality content
is so important.

So which kind of marketing is better?

It is recommended to use both traditional (physical) marketing and digital marketing
materials on the following grounds:

Physical material is more “real” to the brain. It has a meaning, and a place. It is better connected
to memory because it engages with its spatial memory networks.
Physical material involves more emotional processing, which is important for memory and brand
associations.
Physical materials produced more brain responses connected with internal feelings, suggesting
greater “internalization” of the ads.

How Can Organizations Use both Digital & Traditional Marketing

The traditional marketing methods must support the organization’s digital marketing efforts.
The two do not operate in exclusion from each other. Only hard copy marketing materials can be used
to further strengthen a relationship with a contact, referral partner or client e.g. brochures to someone
who is interested in the organization’s services.
 English For Specific Purposes Digital Marketing Mr. Nateche Med

Table 1.1 below outlines the main differences between traditional marketing and digital
marketing.

Traditional Marketing Digital marketing

Communication is unidirectional. Meaning, a Communication is bidirectional. The customer

business communicates about its products or can also ask questions or make suggestions
services with a group of people. about the business products and services.

Medium of communication is generally phone Medium of communication is mainly through

calls, letters and emails. social media, chat, websites and emails.

Campaigning takes more time for designing, There is always a fast way to develop an online
preparing and launching. campaign and carry out changes along its
development. With digital tools, campaigning is
easier.

It is carried out for a specific audience The content is available for general public. It is
throughout from generating campaign ideas up then made to reach the specific audience by
to selling a product or a service. employing search engine techniques.

It is a conventional (traditional) way of It is best for reaching global audience.

marketing; best for reaching local audience.

It is difficult to measure the effectiveness of a It is easier to measure the effectiveness of a

campaign. campaign through analytics.

Table 1.1 Traditional marketing versus Digital marketing

 English For Specific Purposes Digital Marketing Mr. Nateche Med

How Coca Cola became Digital Rockstars!!

The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing
the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular
name. The purpose of the campaign was to create a more personal relationship with consumers
and inspire shared moments of happiness.

Coca Cola have gripped the nation this summer with their simple but brilliant ‘share a
coke’ campaign, offering consumers the chance to swap the coke brand name with their own and
share the experience with others.
This has arguably been one of the most revolutionary marketing campaigns ever delivered
and it demonstrates what can be achieved if digital is successfully integrated into the marketing
mix.

Types of Digital Marketing Approaches – Pull and Push Digital Marketing:

There are two types of digital marketing and one of these is pull digital marketing. It aims to
encourage consumers to come to you by visiting your business or making a call to action. Some of the
common examples of pull digital marketing are websites and other internet-based mediums.Pull marketing is
often called inbound marketing.
Another type of digital marketing is push digital marketing. It pushes the marketing
information directly to your customers. Common examples include SMS, emails that target the
customer with a customized message. Push marketing can also be called outboundmarketing.

Table 1.2: Difference between Pull and Push Digital Marketing

(Source: Aufray, 2009, Master International Business & Marketing, IDRAC Lyon).
TD 03 Service Quality and Service Recovery

• Dimensions of service quality

• Measuring and improving service quality
• Handling service failures and complaints

Introduction
Service Quality and Service Recovery
Service quality refers to the degree to which a service meets or exceeds customer
expectations. It can be evaluated through various dimensions, such as reliability, responsiveness,
empathy, tangibles, and assurance. Service quality can be improved through various strategies, such
as setting clear service standards, training employees, measuring and monitoring service
performance, and soliciting customer feedback. High service quality can lead to increased customer
satisfaction, loyalty, and positive word-of-mouth.
Service recovery, on the other hand, refers to the process of restoring customer satisfaction
and loyalty after a service failure or problem. Service failures can occur due to various reasons, such
as mistakes, delays, misunderstandings, or external factors. Service recovery can involve various
steps, such as acknowledging the problem, apologizing to the customer, offering compensation or
solutions, and following up to ensure customer satisfaction. Effective service recovery can not only
restore customer satisfaction and loyalty but also turn a negative experience into a positive one,
leading to increased customer advocacy and loyalty.
Overall, service quality and service recovery are two critical components of service marketing that
can help companies to differentiate themselves from competitors, increase customer satisfaction
and loyalty, and create a sustainable competitive advantage.
1- Dimensions of service quality

The dimensions of service quality refer to the various aspects of a service that customers use to
evaluate its quality. The following are some commonly used dimensions of service quality:

a) Reliability: The ability to provide the service as promised, accurately and consistently.
b) Responsiveness: The willingness to help customers and provide quick service when needed.
c) Assurance: The knowledge, competence, and politeness of service providers and their ability
to inspire trust and confidence.
d) Empathy: The ability to understand and respond to customers' individual needs and
concerns.
e) Tangibles: The physical facilities, equipment, and appearance of service providers that
contribute to the service experience.
f) Accessibility: The ease of access to the service, including availability, convenience, and
location.
g) Communication: The clarity, timeliness, and effectiveness of communication with customers
about the service.

2- Measuring and improving service quality

a) Customer feedback: Soliciting feedback from customers through surveys, focus groups, or
other feedback mechanisms can help identify areas for improvement and customer
expectations.
b) Employee training: Providing training and development opportunities for employees can
enhance their knowledge, skills, and attitudes, leading to improved service quality.
c) Process improvement: Reviewing and improving service processes can increase efficiency,
reduce errors and delays, and improve overall service quality.
TD 03 Service Quality and Service Recovery

d) Service recovery: Establishing a service recovery system can help restore customer
satisfaction and loyalty after service failures or problems.
e) Benchmarking: Comparing service quality with that of competitors or industry best practices
can help identify areas for improvement and set goals for service quality.
f) Continuous improvement: Adopting a culture of continuous improvement and innovation
can help service providers stay competitive, meet changing customer needs, and improve
service quality over time.

3- Handling service failures and complaints

Handling service failures and complaints is crucial for maintaining customer satisfaction, loyalty,
and reputation. The following are some common strategies and best practices for handling service
failures and complaints:
a) Acknowledge the problem: Service providers should acknowledge the customer's complaint
or problem and demonstrate empathy and concern for the situation.
b) Apologize: Service providers should offer a sincere apology for the service failure or problem,
regardless of who is at fault.
c) Resolve the issue: Service providers should work with the customer to find a solution to the
problem, such as offering a refund, a discount, a replacement, or other appropriate
compensation.
d) Follow-up: Service providers should follow up with the customer after the issue has been
resolved to ensure that they are satisfied with the solution and to prevent similar issues from
occurring in the future.
e) Train employees: Service providers should train employees to handle service failures and
complaints effectively, including how to communicate with upset customers, how to
empathize, and how to find appropriate solutions.
f) Implement a service recovery system: Service providers should establish a service recovery
system to handle service failures and complaints systematically and effectively.
g) Learn from complaints: Service providers should use complaints as an opportunity to learn
from their mistakes, identify areas for improvement, and make changes to prevent similar
issues from recurring.

-
 Mr. Nateche Med -Esp Lecturer
Med Cherif Messadia University
Faculty of Economic, Commercial and Management Sciences. TD 05

EMAIL WRITING

Communication is how people share information. It can be talking, writing, or using gestures
to express thoughts, ideas, or feelings. It's a way for people to understand each other.

Effective communication is like the fuel that powers a successful business engine. Internally, it
keeps teams on the same page, reducing misunderstandings and boosting productivity. Externally, it
shapes the company's image, builds trust with clients and partners, and opens up new opportunities.

In a nutshell, professional communication is the glue that holds a business together. It

nurtures a healthy work environment, builds a strong external reputation, and fuels growth in an
ever-changing business world.

1- Professional Communication:
a. In Academic Settings:

Professional communication in academics is how students and teachers interact in a

respectful and clear way. It involves expressing ideas clearly in assignments, emails, and class
discussions. It's like following a set of good manners when talking or writing in a school or university
setting.

b- In Professional Settings

In the workplace, professional communication is how people talk and interact on the job. It
includes writing clear emails, giving presentations, and discussing ideas with colleagues. It's about
being clear, respectful, and effective when communicating to get work done smoothly.

Key Points for Professional Communication:

1. Clarity: Clearly express your ideas without confusion.

2. Respect: Treat others with politeness and consideration.

3. Effectiveness: Communicate in a way that helps get things done efficiently.

So, communication is like a tool for sharing information, and professional communication is
using that tool in a clear, respectful, and effective way, whether in school or at work.
 Mr. Nateche Med -Esp Lecturer
Med Cherif Messadia University
Faculty of Economic, Commercial and Management Sciences. TD 05

Introduction to Academic/Professional Emails:

Email is a common and essential form of communication in both academic and professional
settings. Whether you're a student reaching out to a teacher or a professional contacting a colleague,
writing effective emails is crucial. These emails serve as a formal way to convey information, ask
questions, or discuss matters related to academics or work. Proper email etiquette involves clarity,
respect, and professionalism. Mastering the key elements, such as greetings, clear communication, a
professional tone, and appropriate closings, enhances your ability to express yourself effectively in
both academic and professional environments.

a. Key Elements of a Professional Email

1. Salutation and Greeting: This is like saying "hello" at the beginning of your email. It's how you start
the email and address the person you're writing to.

- Example: "Dear Mr. Smith,"

• Mr. Refers to single or married men. (Mr. = Mister)

• Mrs. Refers to married women (Mrs.= Missus)
• Miss. Refers to unmarried women.
• Ms. when we don’t know if the female is married or not. (Ms. = Mizz)
o To whomever it may concern: if we don’t know who is going to read our email.

2. Clear and Concise Body: This is the main part of your email where you explain your message. Be
clear about what you want or need, and keep it short and to the point.

- Example: "I'm writing to request your assistance with..."

- I am writing to inquire / ask about…

3. Professional Tone: Use polite and formal language in your email. Imagine you are talking to
someone in a professional setting. Avoid using overly casual language.

- Example: Instead of saying "Hey," you might say "Dear"

Instead of saying ‘’ how are you ‘’ you might say ‘’ I hope this email finds you well’’

4. Closing and Signature: This is how you end your email. It's like saying "goodbye" and includes your
name and any additional information like your job title or contact details.

- Example: "Thank you for your time. Best Regards, [Your Full Name]"

Remember, the goal is to be respectful, clear, and professional throughout your email. These
elements help you communicate effectively in a professional setting.
 Subject: Technical Problem with Online Lecture Access
1 message

Mohammed NATECHE <m.nateche@univ-soukahras.dz> 2 December 2023 at 00:20

To: m.nateche@univ-soukahras.dz

1- Salutation :
Dear Mr/Ms/Mrs. + FULL NAME
OR
Dear Sir/ Madam ,
OR
If you do not know to whom you are sending the email you can write :
To whomever it may concern,

2- I introduce myself :
I am (FULL NAME ) , a third year student majoring in accounting and taxation ( ‫ )ﻣﺣﺎﺳ ﺑﺔ و ﺟﺑﺎﯾﺔ‬accounting and auditing ( ‫)ﻣﺣﺎﺳ ﺑﺔ و ﺗد ﻖﯾﻗ‬
/ corporate business ( ‫ ) ﻣﻟﺎﯾﺔ ﻣؤﺳﺳﺔ‬/ entrepreneurship ( ‫ ) ﻣﻘﺎوﻻﺗﯾﺔ‬/ management ( ‫ ) دارة اﻋﺎﻣل‬.

3- I write the reason why i am sending this email :

i am emailing you / or i am writing to you this email in order to inquire / ask about
i am emailing you regarding a technical issue with the online lecture access .
4- i elaborate / give details ( IF NEEDED )
ex: if details are needed:
i am emailing you regarding a technical issue with the online lecture access, i tried to login with different devices but i
keep facing the same problem , it seems like i cannot get the access to download your lectures on the e -learning
platform until you accept my request there.

5- Closing
Thank you for your prompt attention to this matter. I appreciate your assistance in resolving the technical
issue.

If there are any further steps I need to take or additional information you require, please Don't't do not
hesitate to let me know. Your support is invaluable.

or : looking forward to hearing from you.

NOT: accept my request on the e-platform ( it would seem like you are giving an order) = informal tone

Best Regards,

OR

Yours sincerely,

[Your Full Name]

[Your Class/Section Information]

https://mail.google.com/mail/u/0/?ik=0e68b97973&view=pt&search=all&permthid=thread-a:r5570521177451402366&simpl=msg-a:r-7518472256… 1/1
 Technical Problem with Online Lecture Access
1 message

Mohammed NATECHE <m.nateche@univ-soukahras.dz> 2 December 2023 at 00:31

To: Mohammed NATECHE <m.nateche@univ-soukahras.dz>

Dear Mr.................
I hope this email finds you well, I am ..........., i am emailing you am emailing you regarding a technical issue with the
online lecture access, i tried to login with different devices but i keep facing the same problem , it seems like i cannot
get the access to download your lectures on the e-learning platform until you accept my request there.
I would highly appreciate it if you notify me once the issue is resolved.
Please find attached a screenshot of the issue on my computer.
looking forward to hearing from you.
best regards,
............

https://mail.google.com/mail/u/0/?ik=0e68b97973&view=pt&search=all&permthid=thread-a:r5095933362181299785&simpl=msg-a:r-6579811708… 1/1
 Subject: Technical Problem with Online Lecture Access
1 message

Mohammed NATECHE <m.nateche@univ-soukahras.dz> 2 December 2023 at 00:20

To: m.nateche@univ-soukahras.dz

1- Salutation :
Dear Mr/Ms/Mrs. + FULL NAME
OR
Dear Sir/ Madam ,
OR
If you do not know to whom you are sending the email you can write :
To whomever it may concern,

2- I introduce myself :
I am (FULL NAME ) , a third year student majoring in accounting and taxation ( ‫ )ﻣﺣﺎﺳ ﺑﺔ و ﺟﺑﺎﯾﺔ‬accounting and auditing ( ‫)ﻣﺣﺎﺳ ﺑﺔ و ﺗد ﻖﯾﻗ‬
/ corporate business ( ‫ ) ﻣﻟﺎﯾﺔ ﻣؤﺳﺳﺔ‬/ entrepreneurship ( ‫ ) ﻣﻘﺎوﻻﺗﯾﺔ‬/ management ( ‫ ) دارة اﻋﺎﻣل‬.

3- I write the reason why i am sending this email :

i am emailing you / or i am writing to you this email in order to inquire / ask about
i am emailing you regarding a technical issue with the online lecture access .
4- i elaborate / give details ( IF NEEDED )
ex: if details are needed:
i am emailing you regarding a technical issue with the online lecture access, i tried to login with different devices but i
keep facing the same problem , it seems like i cannot get the access to download your lectures on the e -learning
platform until you accept my request there.

5- Closing
Thank you for your prompt attention to this matter. I appreciate your assistance in resolving the technical
issue.
If there are any further steps I need to take or additional information you require, please Don't't do not
hesitate to let me know. Your support is invaluable.

or : looking forward to hearing from you.

NOT: accept my request on the e-platform ( it would seem like you are giving an order) = informal tone

Best Regards,

OR

Yours sincerely,

[Your Full Name]

[Your Class/Section Information]

https://mail.google.com/mail/u/0/?ik=0e68b97973&view=pt&search=all&permthid=thread-a:r5570521177451402366&simpl=msg-a:r-7518472256… 1/1
 Technical Problem with Online Lecture Access
1 message

Mohammed NATECHE <m.nateche@univ-soukahras.dz> 2 December 2023 at 00:31

To: Mohammed NATECHE <m.nateche@univ-soukahras.dz>

Dear Mr.................
I hope this email finds you well, I am ..........., i am emailing you am emailing you regarding a technical issue with the
online lecture access, i tried to login with different devices but i keep facing the same problem , it seems like i cannot
get the access to download your lectures on the e-learning platform until you accept my request there.
I would highly appreciate it if you notify me once the issue is resolved.
Please find attached a screenshot of the issue on my computer.
looking forward to hearing from you.
best regards,
............

https://mail.google.com/mail/u/0/?ik=0e68b97973&view=pt&search=all&permthid=thread-a:r5095933362181299785&simpl=msg-a:r-6579811708… 1/1
 Mr. Nateche Med- Esp Lecturer
Med Cherif Messadia University
Faculty of Economic, Commercial and Management Sciences. TD 01

Practical Exercise

Imagine you are a student who has been absent from a recent class due to a family emergency.
You need to inform your professor about your absence, express your intention to catch up on missed
work, and inquire about any important announcements or assignments given during your absence.

Instructions:

1. Compose a professional email to your professor.

2. Include a clear subject line, a polite greeting, a concise explanation of your absence, and a request
for any information or assignments you may have missed.

3. Maintain a professional tone and use proper email etiquette.

4. End the email with a respectful closing and your full name.
University of Souk Ahras
Faculty of Commercial sciences and management - Cover Letter - Nateche Med -Esp Lecturer

Cover Letter Definition

A cover letter is a formal letter accompanying your resume or curriculum vitae (CV) that
introduces yourself to a potential employer, expresses your interest in a specific job, and
highlights key qualifications and experiences relevant to the position.
No matter where you are in your career, or what job you’re applying for, submitting a cover
letter with your resume is a must.

Done right, a cover letter will effectively complement your resume and explain to the hiring
manager in more detail why you’re the right person for the job. Writing a cover letter, however,
is easier said than done. You have to effectively demonstrate that you’ll be able to perform the
responsibilities listed in the job description and that you’d be a better fit for the company
compared to other candidates. And unless you’re a professional writer, this can be a very hard
task.

❖ Steps of writing a cover letter:

1- Header

[Your Name]
[Your Address]
[City]
[Your Email Address]
[Your Phone Number]
[Today’s Date]

[Employer’s Name]
[Company Name]
[Company Address]
[City, State, Zip Code]
2- Salutation :

Dear [Employer’s Name] ( Sir / Madam )

3- Introduction:

Begin by expressing your interest in the position and where you found the job posting. Mention your
degree and the specific field you studied (e.g., Business and Commercial Sciences, Economics).

Example:

I am writing to express my enthusiasm for the [Job Title] position at [Company Name], as advertised on
[where you found the job posting]. As a recent graduate with a degree in Business and Commercial Sciences, I am
eager to apply my knowledge and skills in a dynamic professional setting.

4- Body:
University of Souk Ahras
Faculty of Commercial sciences and management - Cover Letter - Nateche Med -Esp Lecturer

This is where you highlight your relevant skills, experiences, and how they align with the job requirements.
Discuss any internships, coursework, or projects that demonstrate your capabilities.

Example:

During my studies, I developed a strong foundation in [mention specific skills or knowledge areas], which I
further enhanced through hands-on experiences, such as [mention relevant internship or project]. This has
equipped me with the ability to [mention a key skill] and a solid understanding of [mention relevant industry or
sector].

Why [Company Name]:

Express why you are interested in working for this particular company. Mention specific aspects of the
company’s culture, projects, or values that resonate with you.

Example:

I am particularly drawn to [specific aspect of the company, e.g., your commitment to sustainability or
innovative projects]. I believe my passion for [related skill or interest] aligns well with [Company Name]’s values,
and I am eager to contribute to your team’s success.

5- Closing:

Conclude your letter by expressing your eagerness to discuss your application further and thanking the
employer for considering your application.

Example:

I am excited about the opportunity to contribute to [Company Name]’s success and would welcome the
chance to discuss how my skills align with the needs of the [Job Title] position. Thank you for considering my
application.

6- Signature:

End the letter with a formal closing, such as “Sincerely,” followed by your typed name.

Sincerely,

[Your Name]
University of Souk Ahras
Faculty of Commercial sciences and management - Cover Letter - Nateche Med -Esp Lecturer

Example of a Cover Letter

Your Name
04 Badji Mokhtar Avenue
Souk Ahras
YOUR REAL FULL NAME NOT A CASUAL NAME @gmail.com
0555555555
09/12/2023

[Employer's Name]
National Social Insurance Fund for Salaried Workers (CNAS)
46 Boulevard Mohamed 5, Algiers Center
Algiers

Dear [Employer's Name],

I am………i am writing to express my strong interest in the [Job Title] position at [Company Name], as
advertised on [where you found the job posting]. With a Bachelor's /Master degree in Commercial Sciences and
Economics, coupled with internship experiences, I am confident in my ability to contribute effectively to your
team.
During my academic journey, I developed a solid foundation in economics, marketing, auditing,
management, and accounting. My coursework equipped me with analytical skills, a strategic mindset, and a
strong understanding of business principles. Additionally, I had the opportunity to apply these skills in real-world
settings through internships, where I [mention specific achievements or projects].

One of my strengths lies in my ability to analyze data and derive meaningful insights. For instance, in my
marketing course, I successfully conducted a market research project that involved analyzing consumer behavior
trends, resulting in actionable recommendations that increased product sales by 15%.

Furthermore, my internship at [Previous Company] allowed me to gain practical experience in auditing

and accounting. I was responsible for [mention specific tasks or responsibilities], which required meticulous
attention to detail and a proactive approach to problem-solving.

In addition to my technical skills, I possess strong communication and interpersonal abilities. As a team
player, I collaborated with cross-functional teams during group projects and demonstrated effective
communication skills in presenting findings to stakeholders.

I am excited about the opportunity to bring my skills and enthusiasm to [Company Name] and contribute
to its continued success. I am confident that my academic background, internship experiences, and passion for
[industry/sector] make me a valuable candidate for the [Job Title] position.

Thank you for considering my application. I look forward to the possibility of discussing how my skills align with
the needs of [Company Name]. Please find my resume attached for your review.

Sincerely,
University of Souk Ahras
Faculty of Commercial sciences and management - Cover Letter - Nateche Med -Esp Lecturer

[Your Name]

So briefly made the Cover Letter’s steps are :

1. Header:

- Include your name, address, email, and phone number.

2. Salutation:

- Greet the employer professionally, like “Dear Hiring Manager.”

3. Introduction:

- Introduce yourself and state the position you’re applying for and express your interest.

4. Body Paragraphs:

- Highlight relevant skills and experiences.

- Explain how your skills match the job requirements.

5. Closing:

- Express enthusiasm, thank them, and mention your desire for an interview.

6. Signature:

- End with a professional closing, like “Sincerely,” and sign your name.