Paul Mazur defined marketing as the creation and delivery of a standard of

Paul mazur defined marketing as the creation and

This preview shows page 9 - 12 out of 74 pages.

Paul Mazur defined marketing as the creation and delivery of a standard of living to society. This definition catches the real spirit of the marketing process. It has consumer- orientation. It duly honours the marketing concept which indicates a shift from product to customer-orientation, i.e. fulfilment of customer needs and desires. It emphasizes the major function of marketing, viz., satisfaction of customer and social demand for material goods and services. It includes product planning and development. It makes business firm a full-fledged THE OXFORD COLLEGE OF BUSINESS MANAGEMENT Page 9
Image of page 9

Subscribe to view the full document.

A STUDY ON CUSTOMER SATISFACTIONTOWARDS AVG MOTORS LTD. marketing organization. However, it is too vague, general, broad and lack descriptive ton in marketing Marketing mix 7ps of Marketing Mix Product It must provide value to a customer but does not have to be tangible at the same time. Basically, it involves introducing new products or improvising the existing products. The product here refers to the service offering. Although service products are essential intangible there are certain physical characteristics which a consumer will asses in the evolution of the product choice. They are: 1. Attractiveness of the offering in the terms of physical features, suitability of climate etc 2. Facilities available and associated levels of quality 3. Accessibility in the terms of ease of getting there for the potential consumer For instance, packaging tour will be broken down into different types to suit the identified needs of consumers. Typically, this will fall into the categories of escorted and un- escorted tours and group tour bookings The service offering needs to be looked at carefully to ensure that it meets customer needs as closely as possible. The range of services offered may require extended or updating in response to new developments within the market. Even though the service products are intangible, the firms are trying to make the offering more tangible, thereby they can increase the recognition amongst the target buying group and can enhance the value of the offering. For example, tangible gifts like toiletries. Flight bags, drink, bearing the airline name to make services more tangible to the consumer. Service purchase is another important aspect to be discussed to design and develop an ideal service to satisfy the needs of consumers. While packaging the services the service providers have to consider the following aspects 1. Tangible aspects of service 2. Intangible aspects of service. 3. Core and peripheral services. THE OXFORD COLLEGE OF BUSINESS MANAGEMENT Page 10
Image of page 10
A STUDY ON CUSTOMER SATISFACTIONTOWARDS AVG MOTORS LTD. In the process of managing the services offering, product planning and development play an important role in the marketing programme of a service industry. Management can use a systematic procedure to determine; what services will be offered, what will be the length and breadth of the service mix offered and what, if anything, needs to be done in
Image of page 11

Subscribe to view the full document.

Image of page 12
  • Summer '04
  • Marketing, Oxford College, CUSTOMER SATISFACTIONTOWARDS

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes