Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 7

Continue your strategic marketing plan and complete your Part 3 Marketing Plan Worksheet by logging on to the companion Web site at www.cengagebrain.com and answering the following questions about your chosen company:
1. What service aspects are provided with the product? List specific examples of how you can incorporate all five elements of service quality into your offering. What tactics can you define that would minimize any potential service quality gaps? How is customer service handled? What elements of service quality can your firm focus on? What impact would selling on the Internet have on your customer service operation?
2. With whom should your chosen company practice relationship marketing? E-marketing is particularly vulnerable to breakdowns in client relationships. Which sorts of bonds should be stressed in the relationship marketing strategy? How can your company "touch" its customers differently online from offline? Are there advantages to online customer service? Disadvantages?