Customer service is another element of product strategy A companys offer to the

Customer service is another element of product

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Customer service is another element of product strategy. A company's offer to the marketplace usually includes some services, which can be a minor or a major part of the total offer . Here, we discuss product-support services —services that augment actual products . More and more companies are using product support services as a major tool in gaining competitive advantage. A company should design its product and support services to profitably meet the needs of target customers through the following steps: - The first step is assessing the value of current services and to obtain ideas for new ones. For example , Cadillac holds regular focus group interviews with owners and carefully watches complaints that come into its dealerships. From this careful monitoring, Cadillac has learned that buyers are very upset by repairs that are not done correctly the first time. - Next assess the costs of providing these services . It can then develop a package of services that will both delight customers and yield profits to the company. For example, based on its consumer interviews, Cadillac has set up a system directly linking each dealership with a group of 10 engineers who can help walk mechanics through difficult repairs. Such actions helped Cadillac jump, in one year, from fourteenth to seventh in independent rankings of service. Many companies are now using the phones, emails, faxes and Internet to provide support services that were not possible before. For example , Kaiser-Permanente, the nation’s largest health maintenance organization (HMO), has rolled out a Web site that lets members register online for office visits and send e-mail questions to nurses and pharmacists (and get responses within 24 hours). Product line is a group of products that are closely related because they function in a similar manner , are sold to the same customer groups , are marketed through the same types of outlets , or fall within given price ranges . For example, Nike produces several lines of athletic shoes , Motorola produces several lines of telecommunications products , and AT & T offers several lines of long-distance telephone services . In developing product line strategies, marketers face a number of tough decisions. 9 هثدحم هخسن 1/31/2012 Product-support services: Products line decisions:
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BE200 Summary Prepared by: Honey Bonny (( دمحموبأ The major product line decision involves product line length —the number of items in the product line . The line is too short if the manager can increase profits by adding items ; the line is too long if the manager can increase profits by dropping items . Product line length is influenced by company objectives and resources. The company must manage its product lines carefully . It can systematically increase the length of its product line in two ways : by stretching its line and by filling its line .
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