Targeted Advertising and Market Direct To Businesses information: Without a negative signal, consumers are likely to assume that the provider did at least a good job. In general, there is less complaining behavior from consumers about services as opposed to goods. We know from earlier chapters, however, that it is very important to seek out and respond to consumer complaints about any type of product. Parents may elect to stay home with their young children or have relatives take care of them, in which case, they are "competing" with day care centers.

 

People can mow their own lawns, clean their own cars or homes, prepare their own tax returns, or prepare food for their own parties. Or they may select a service provider to do it for them. In many instances the trade-off is between time and money. This is why so many providers stress the amount of time their services will save consumers. For example, Video Express of Birmingham, Michigan, not only rents video tapes but also offers delivery and pickup service for an additional $3.99.35. Providers also may emphasize the improvements possible through an outside service compared to what consumers can do for themselves.

 

Such claims may be based on larger and more sophisticated equipment or safety, as in tree removal. Especially in business-to-business marketing of services, cost savings may be cited. For example, companies too small to have a personnel department may hire a resume bank, such as SkillSearch, which provides a larger pool of potential candidates than they would be able to obtain on their own. The Customer as Competitor Services usually involve activities that consumers can do for themselves.

 

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Sam alton, the company founder, insisted that associates practice "aggressive hospitality" in er to offer better service. Wal-Mart believes even brief service encounters can make the difference to keep the customer coming back.

 

His fervent conviction has made SAS one of the t customer-oriented carriers in the industry. The service encounter concept reinforces the importance of customer relationships in keting a service. Employees not only must have the interpersonal skills to treat consumers but also must be oriented toward solving the customer's problem. At the most elemenlevel, salespeople need to be cordial and gracious.

 

Simily, Wal-Mart managers support employees in efforts to maintain exceptional service enunters.

 

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Response Makers - Targeted Advertising