Full Service Marketing
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What is the best way to reach your audience and create a relationship with them?
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Casual Male's Big and Tall Web store takes the personalization a step further. Customers are asked to enter their name, address, e-mail address, and sizes. Personalized discount coupons, with the customer's name on them, are then generated and the customer can take the coupons to any local Casual Male Big & Tall store. The site lists all the store locations in the country.
Click on one of the headphones and you see large, clear color pictures of the product and a lengthy description. On the hot coupons' site, customers are asked to enter their zip codes.
Set your browser to http://www.hello-direct.com, and you can pick up good ideas for business-to-business online marketing. The company sells telephones, headsets, answering machines, and other phone accessories through direct mail catalogs and the Web. Hello Direct's home page contains specials, a note about the security of transactions, and a list of product categories. When you move beyond the first page, Hello Direct's presentation becomes a little complex.
Most of our discussion in this book has referred to products, meaning both goods and services. This is because the marketing of both is very similar. What works for one generally works for the other. In addition, as we will see later, an organization's product mix usually has products with characteristics of both goods and services. Even so, there are six sharp distinctions between the two.
The uniqueness of services lies in their intangibility, the relation-ship with the consumer, the importance of the service encounter, their aspect of simultaneous production and consumption, their perishability, and the type of quality controls they entail. Marketing Intangibles Physical goods have form and mass; they can be seen and touched. Prior to sale, services exist primarily as an offer or promise of some experience that will occur in the future.
They only become "real" when performed. Insurance is a good example of an intangible product. The paper on which the policy is printed describes the promise the company makes to the person paying the premiums. Only when the consumer suffers a loss is the product delivered in the form of money or a replacement for an insured item.
Many services take shape in unexpected ways over time. Think about a computerized dating service. The purchaser may have high expectations, but it may be weeks, months, or even years before the potential benefit is realized. This intangibility makes it difficult to assess the value of services or compare alternatives prior to purchase. And after the service is performed, it is too late to change the decision. Consider bungee cord jumping.
The company sells technical products that require detailed descriptions and long copy.
