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•Benefits of After-Sales Service 1. It can build up and maintain seller’s goodwill. 2. Mass distribution of costly consumer durables is possible only through after-sales service and consumer credit, e.g., instalment sale. 3. Complaints and grievances regarding servicing and maintenance will be promptly and efficiently dealt with by the seller. Customer satisfaction is the master-key to further sales and growth. 213
PRODUCT PLAN AND PRODUCT-RELATED STRATEGIES4. Sales campaign will achieve remarkable success if after- sales service is included in sales promotion. 5. Free service during the guarantee period is the best-selling- point in the sale of machinery and appliances. Many companies provide extensive service facilities in support of their marketing programmes. Lack of adequate service-after-sale in India is a real challenge to marketers from consumerism. All manufacturers and dealers of costly mechanical and electrical machines and appliances must offer a very efficient after-sales service, i.e., free services during the warranty period and thereafter at fair charges. After-sales service covers repairs, spare parts maintenance. After-sales service is an important selling point helping the customer to take a quick decision to purchase durable and costly goods. Such facilities prevent dissatisfaction, frustration, and ill-will among customers. Market research emphasises the importance of after-sales service in the marketing campaign of costly and durable goods such as typewriters, duplicators, all kinds of office appliances and machine, refrigerators, TV, radios, washing machines, domestic appliances and such other status-symbol goods. It is also necessary in the sale of machines and equipment. Many companies have service centres. After-sales service has assumed considerable importance in developed countries having matured economies as, in such countries, there are mechanisation and automation in production and standard of living of masses is very high, and in such a push-button economy, use of mechanical and electrical appliances is very common. All countries having mass consumption of durable goods must have adequate and efficient after-sales service. Almost all industrial products need post-sales servicing. If the product has good after-sales service, the buyer can buy it immediately. After-sales service is much more important than price, style, beauty, get-up and many other factors influencing the prospect. 214
PRODUCT PLAN AND PRODUCT-RELATED STRATEGIES5.16 SUMMARY ❖Product is the most tangible and important component of the marketing programme. Product decisions are central to all other marketing decisions such as price, promotion and distribution. Like human life-cycle, product moves through a life-cycle and it gives the sales revenue and profit margin history of a product over a time frame. Product life-cycle concept is used in formulating appropriate marketing strategy.