12 May IDENTIFY DIFFERENCES BETWEEN THE MARKETING OF SERVICES AND THE MARKETING OF MANUFACTURED GOODS.
Develop an understanding of the unique challenges involved in marketing and managing services.
2. Identify differences between the marketing of services and the marketing of manufactured goods.
3. Identify and analyze the various components of the services marketing mix. This includes the 4 Ps of the traditional marketing mix (product, price, place, and promotion) plus the physical environment, processes, people, and productivity/quality involved in service transactions.
4. Understand and discuss key issues concerning managing and measuring service quality and customer satisfaction.
5. Appreciate the intertwined role of service personnel and customers with respect to service delivery, service failures, and service recovery issues.
6. Discover sources of competitive advantage in service businesses.
7. Understand how “service aspects” of every type of firm can become a competitive advantage.
8. Develop an appreciation for key issues in service organizations such as managing supply and demand, relationship management, and the overlap in marketing, operations management, and human resource systems.
9. Build important workplace skills (e.g., cooperation, teamwork, meeting deadlines, report writing) through team projects and cooperative learning activities.
10. Become better, more aware, and maybe less naïve service consumers.
Which course objectives were addressed either directly or indirectly by this exercise?
How?
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