Marketing of Services

Class 3 and 4
EGP- 2019
 Agenda
• Assignment- submissions- Hard copy
• Polite reminder for assignment on theme-
November 3rd
• Quiz- feedback- Format is important (
Mindmap)
• Article- How KFC grew in china in soft copy
• Creating growth with services- use soft copy
• Interface Raise and Riverview case
• 3 breaks- every 1.5 hrs ( 15minutes each)
• Quiz
Interface RAISE – Sustainability
Consulting
 Dunning- Kruger Effect
• People who fall prey to
the Dunning-Kruger
Effect — those who are
overconfident and who
overestimate their
competence — usually
have a lower ability of
Metacognition.

• MBA Education –Prone

to this effect (Not
enough depth)
 Why the 2 cases together
• Any similarities
• What can be applied from earlier learning's
• Characteristics of Services (IHIP)
• Four things services should do right
• Co-creation
• Complaint handling- Service Guarantee
 Sustainability: Our Common Future

• “Meets the needs of the present generation

without compromising the ability of future
generations to meet their own needs.”

• In nature there are no winners or losers.---

There are only survivors.
Biomimicry
 The Naming of InterfaceRAISE
“We chose to call it ‘RAISE’ because its job is to find ways to
help other companies:

Reshape corporate cultures and raise awareness

Measure progress toward sustainability and raise standards
Uncover new opportunities and raise expectations
Inspire process and product innovation to raise profits.”
— Ray Anderson, founder, Interface, Inc.

Source: Ray C. Anderson, Confessions of a Radical Industrialist:

Profits, People, Purpose – Doing Business by Respecting the Earth
(St. Martin’s Press, 2009), p. 167.
 Quiz
• Name Roll No
• Use a mindmap to summarize the article “ A
practical guide to combining Products and
services. OR
• Use the 8 P framework and apply in on the
InterfaceRaise case for both its manufacturing
and consulting Business