Service Product Marketing Essay

4857 words - 19 pages

EXECUTIVE SUMMARYThis short report is trying to explain the importance of the service product marketing. The effect that provided by the word -of-mouth in any industry is very highly efficient and had a high point of success in persuading people compared to any other type of advertising. Due to the high perceived risk, people tend to avoid anything new and something with quality that never been tasted / tried by other people.Service is a difficult subject to be learned in a very short term, nevertheless, this executive summary tries to summarize whatever had been learned in the past few years. Service as the intangible product but yet essential to give better customer satisfaction and also to maximize profit and maintain the old customers.In order to provide a high level of service, then Internal Marketing would come into play. Internal marketing is something where one department serves the other department. After internally correct, then an enterprise should focus on the external (i.e. customers, suppliers, etc).For customers, customization on service would be one of the most influencing factors in getting the business strive in the aggressive competitive and to keep the position as the top marketer in the South East Asia. With customization, the customer would felt better appreciated.With all that had been informed above, high service quality are expected to happen after being applied for a certain period of time.TABLE OF CONTENTSEXECUTIVE SUMMARY21.0INTRODUCTION42.0BAIYOKE SKY HOTEL & THAILAND53.0MULTI-SEGMENT MODEL BUYER'S PERSPECTIVE ANALYSIS63.1Buyer's Perspective: Product (Quadrant 1)63.2Buyer's Perspective: Product Delivery (Quadrant 2)93.3Buyer's Perspective: Auxilliary Services (Quadrant 3)163.4Buyer's Perspective: Additional Marketing (Quadrant 4)174.0CONCLUSION185.0RECOMMENDATIONS18REFERENCES201.0INTRODUCTIONToday, the competitions among enterprises, regardless they are in the same industry or not, the managers are struggling to keep their companies survive and thrive by winning more and more customers. These managers are bearing duties that becoming harder and harder by the day. Competitive advantage that belongs to a company cannot be sustained for a very long time as a competitive advantage. Managers and professionals are required to be creative in creating something new and innovative, and at the same time continuously conduct customer-oriented approach. This approach is essential for an enterprise to maximize profit and also to stay (if not to increase) a position in the market by acquiring new customers and retaining old customers.Service is recognized as one of the most important factors in the marketing world by managers and professionals. This report will discuss hospitality industry in Bangkok, Thailand by taking one of the most prestigious hotels in the city - Baiyoke Sky Hotel located in the heart of the city and it is one of the tallest buildings in the country. Being a four-star hotel, this enterprise lives its...

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