Consumer versus Industrial Services There are many challenges Marketing Managers

Question

Consumer versus Industrial Services

There are many challenges Marketing Managers face when marketing services. This discussion will focus on areas such as intangibility and how managers can make their services more tangible.

Topic 1: Pick two services companies, one consumer company, and one business-to-business (industrial) manufacturer. (In the US).

What can a company in each of these industries do to make its services more tangible to customers?

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Explanation / Answer

Tangible marketing is the marketing approach through which the marketers can touch the customer perspectives through the generation of the brand image or customer loyalty.

Business to consumer: Wal-Mart is a super market chain which is a business to consumer organization as it directly deals with the end-users. In order to make service tangible to the customers the Wal-Mart can adopt the customer oriented marketing strategy. They can get feedbacks through surveys and can get suggestions from them. Changing their strategies according to the customer demand will generate huge number of loyal customers for them. Hence the organization can implement a tangible marketing service which touches the perception of the customers.

Business to business: Cisco is an American organization which operates in the IT sector. It develops software based on the requirement of different organization based on their requirement. The organization Cisco can become tangible through generating and maintaining a brand image. Since their customers are not end-users the customer requirement includes standardization, quality, timely delivery etc. Highlighting these attributes in their marketing approach and maintaining a brand image can make it more tangible.   

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