Description
The textbook focuses on the characteristics of services and how companies to deliver addition value through service, therefore creating added value to the product, apply the extended marketing mix. This Podcast focuses very much on the way products and service are intertwined together using Jaguar as an example. The interviewees discuss how they add to the customer experience so that no longer do customers consider they are buying a car but an experience delivered to them through service. The outcome of this approach results in customer loyalty. The interviewees are a salesman and the Service Manager. The emphasis is not just on the way the salesman 'courts' the customer but on how when the customer has bought the car they receive continual support regardless of the problem or issues they might have with the car during their ownership.
By reference to the Shannon-Weaver communications model the podcast illustrates the importance of integrated communications at both a strategic and tactical level. You will be able to empathise with some of the points made at a practical level but also better understand the relevance and...
Published 10/19/09
The thrust of this podcast is to ensure students clearly understand the difference and relationship between advertising and media. Also, by implication the value an growth of new media in terms of communication. Furthermore students are reminded of the use of advertising to meet strategic...
Published 10/19/09