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Running head: REAL WORLD APPLICATION OF THE COURSE CONCEPTS 1

REAL WORLD APPLICATION OF THE COURSE CONCEPTS 7

Real world application of the course concepts

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Week 1 chapter 1 description

In week 1, there was a discussion about services in the economies. There was an emphasis of how services accrue to most economies worldwide, and this is about 60% of the GDP. There is need for people to understand how services are key in the economy and essentially every job in every organization has some aspect of service in it thus making it important for us to understand services. Service rendering is a crucial part of the economy. In fact, most jobs that are currently being created are service-generated and thus making it mandatory for significance training and qualifications. This same applies to the job seekers in other sectors, they need to acquire the necessary skills and abilities in order to qualify for the job and this calls for more services in the training sector and the education sector. Essentially, if there is need for creation of value in a given sector, then service offering is the best priority. For instance, in a fast food restaurant, there is need for offering high quality services to the customers so that they value the restaurant and stay loyal to it and this will as well attract new customers.

Analysis

Services are the key elements in attracting customers in any given organization, the way customers are handled matters a lot. For instance, the Amazon Company offers several services to the customers including the marketing of the brands on online pages. This includes all the details of these products and their prices as well as the mode of delivery when the products are purchased. Upon purchasing, the company again offers the supply services whereby the products reach the customer within 1-7 days after the order was placed. This puts service rendering sector on the frontline of organizational development and business continuity. This concept has been improvised recently even to the online sectors where there are services provided to individuals like online banking and other services (Dazhong, 2013). There is also a need to consider how the consumers behave in terms of purchasing services, there are some certain aspects that they like, or a certain way they would like to be treated that makes them prefer certain organizations over others. Some consumers do not like talkative clients and they would hate being served by a person who talks too much while others want a person who goes an extra mile in giving out the specific cervices needed by a consumer. The need to know the consumer behavior setts itself right in the mechanisms of delivering services, this is because the service delivered should match with the needs and preferences of the consumers in the market.

Results

Due to the intensive services that the Amazon Company offers to all of its customers, it has gained a strategic position in the market. The delivery process, which is done both locally and internationally captures the loyalty of customers. The company has captured several digital customers across the globe due to the special delivery services that are done on time (Bryson, 2014). The development process of the service industry has caused an increase in diversification and an eventual birth of sophisticated services. Therefore, the service providers have made this successful by inventing better information technologies and other technological approaches to have a swift organizational operation that makes it grow eventually. In any case, the services are still key to the economy because consumers cannot just buy products without services acting in between, making it a requirement for all traders to have knowledge on services in the economy before engaging in trade so that they become competitive in the market that has customers that are well informed.

Conclusion

In conclusion, it is evident from the discussion that service rendering is an essential part of the economy. the example cited above about amazon’s delivery services has shown that services are important in capturing the customer loyalty as well as attracting new customers. Therefore, service rendering in an economy is an important concept that I can apply it in the market. Personally, I would offer services in a different way to customers by getting in-person with each and every customer every time until I make sure that they are entirely satisfied.

Week 2 chapter 2 & 3 description

In this week, we discussed about customer decision making that is in chapter 2 and the positioning of services to markets that are competitive in chapter 3. In chapter 2, the decision making of customers were discussed in such a way that there was a vivid description of the three stages of the model of consumption among consumers. These include, pre-purchase stage, service encounter and post purchase phase. In the pre-purchase stage, customers do have a lot of things that take place in their mind, the first thing is the desire to satisfy the want. After developing such a desire so intensely, for instance, hunger, they get the motivation of finding the best solution for the problem at hand, satisfying the need. In chapter 3, the discussion was about how service providers can position themselves in the market so that they remain competitive. This includes distinguishing a brand from its competitors and coming up with an effective strategy of market position.

Analysis

For a consumer to make a choice of what to purchase in the market, there are a series of scenarios that precede this scenario. Among these events, the consumer develops the urge to satisfy a want or need at the moment. This arousal evokes the customer to make a decision from the variety of goods and services that are available in the market. In this case, if the consumer is in such a hurry, he is likely to buy a product that is either nearest or the most known brand from the known provider. It should be noted that most consumers these days have gone digital and thus they will make online orders after making the decision on what to purchase. This has made online sellers like Amazon to benefit greatly because of thee simplification of trade with the customers. Even among the many alternatives, the organization needs to market itself in such a way that most consumers make their final decision to purchase their products and services. In this regard, chapter 3 is the perfect answer for chapter 2 because it describes how an organization can position it in the market to win customers for its products (Dazhong, 2013). In this regard, the e-businesses identify and promote their services and goods so that the customers can easily access them and place orders.

Results

From the analysis, it has emerged that there is need for organizations to lay out strategies that put them ahead of the competitors. This is because consumers, in as much as they continuously search for ways of satisfying their needs, they cannot stick in a place that is unpleasant to them. The consumers will definitely look for the best place where the services and goods are offered in the best way such that they fully satisfy their current need. This calls for organization to immerse itself in massive improvement of quality so that it becomes outstanding provider in the market (Bryson, 2014).

Conclusion

In conclusion, these two chapters discuss what the consumer feels and goes for in the market and what organizations needs to do to capture the attention of these customers. In such a circumstance, I would evaluate all the consumer needs and preferences. In this case, owing to the fact that most sellers have almost similar tactics of capturing customers, I would however take an opportunity to have a personal interaction with every customer and serve them in the best way to motivate them to come back again even when they have no urgent need.

Week 3 chapter 4 and 5 description

In week three, we discussed about the development of services products in chapter 4. This entailed the creation of services, branding services and products as well as the flowering of services. There are three types of service products and one of them is the core products, which is the central component that helps in principle supply. However, there is need for the producers to understand how they can deliver the different components of services to the customers in the market and the nature and role of the customers in the service delivery processes. Chapter five majorly addressed how services are distributed, the options of delivering services as well as how services are delivered in the internet. For the distribution of service context, it is not the actual physical products that are moved but rather it is the performance, experience and solutions that are usually shipped physically shipped to the designated areas. The services are distributed using various mechanisms to the customers, one of them is whereby the customers visit the site that is strategically situated in the market.

Analysis

The services provided in the market are customer oriented and thus there is need to establish the best mechanism that aid in the accessibility of the services by consumers. For instance, when the Apple Company sells its products, they provide services of illustrating to the consumer how they can use the products. This is done especially when the gadgets are new in the market. Therefore, it is a supplementary service to the customers in the market. The best way to provide services to the customers is by establishing the context in which the customers want to be satisfied in the market (Dazhong, 2013). Knowing how the service provision works in the market and the specific use of the context of services are very important in the obtaining of the best results that can be taken into actions with the ultimate objective of improving the customer experience.

Results

The service provision aspects include the service hours, directions to the site of the service provision, any reminders and conditions for the sale or service provision. Most of the service provisions of Apple Inc. which entail illustration of the usage of the product are done online. There is a site where the company has the brand name, qualities and illustrations on how to use the brand. This is meant to give the customer the best knowledge about the service so that even after the agreement of taking the service, they can still adhere to the terms and facilitate smooth trading. However, the place and time decisions are also very important in the context of service provision (Bryson, 2014). This includes the exact location, if the customer has to go to the provider or the provider has to go to the customers. However, when the service provider goes to the customers, it is usually time-consuming and costly and thus it only has to be with the objects that cannot be moved to the market for servicing like the electric powers and plumbing.

Conclusion

The discussion has displayed the context of service provision and how it can be done to meet the customer needs. After the creation of services, there is need to market them and distribute them. Just like Apple Company, most companies are now developing mechanisms of illustrating to their consumers what the product is and how to use it. This means that the provider has to go an extra-mile in rendering the services in the market and this includes distributing the services to the designated customers, either by going to the specific site or having the customers visit their premises. It has also emerged that the services provided to the customers at their own premises are usually costly and time consuming thus requiring a planned timetable and proper agreement of the cost between the service provider and the consumer.

Week 4. Chapter 6 and 7 discussion

In week 4, we discussed about chapter 6 that entailed price setting and revenue implementation management. Effective pricing emerged to be central key to the financial success of the company. Pricing of services is usually sometimes harder for customers to understand and therefore the service provider has to be very cautious. In this regard, the service provision should seek to cover the costs as well as seek profits from the services rendered to customers. In chapter seven, there was a discussion of service promotion and customer education in the market. In this regard, there was a look at the marketing communications and its roles in the market. In the marketing communication, there are several challenges faced and they include the intangibility of services that creates problems like generality, abstractness, non-searchability and mental impalpability. To overcome such challenges, the service provide has to use tangible cause in the marketing and advertising process and even sometimes use metaphors to bring the attention of the customers to the services.

Analysis

It is important to make sure that the customers are interested in their services and this can be best done through proper marketing. The sellers need to be so inventive and innovative such that the communication makes a lot of sense in the market to attract customers because most of the time services might seem unrealistic to customers. For instance, cleaning companies in the US like the Parapet Cleaners do communicate by stating the importance of having a clean compound and a beautiful surrounding thus calling for the usage of a lawn moor service to help in trimming the grass in the compound (Bryson, 2014). For the pricing strategy, the service providers have to put into considerations many other aspects before setting the price. This includes the cost of the service in such a way that the price set should be able to cover up the cost of the service provided. They should also have an eye on the competitors such that they should set a price too high than their competitors because most likely the consumers will prefer their competitors. The other important thing in price setting is the maximization of the consumer value and this has to be done in the price. Therefore, the price should in such a way that it is equal to the value that the customer gets from the service provided.

Results

From the above analysis, it is evident that the consumers are price sensitive when it comes to pricing. This is why Parapet cleaners do place the price that matches the services of cleaning rendered in one’s compound, otherwise most customers will quit from their services if they do not consider this (Bryson, 2014). It is also important to ensure that the communication of the products is realistic so that the customers get the glimpse of what the services entail.

Conclusion

In conclusion, it is evident that the marketing communication needs to be on point and to the right customers. Therefore, before a firm makes a communication decision, they have to know who their target is and what kind of information they need to hear so that they understand the type of service being offers. There is also a need to be keen on pricing so that the customers don’t flee from the services.

Week 5 chapter 8 and nine discussion

In week 5, we discussed about balancing demand and productive capacity in chapter 9. This is because there is need to identify the causes of fluctuations in demand that cause a threat to the productivity of services. The production capacity of a firm needs to be relevant to the demand of the service in the market, otherwise there can be huge losses. There is also a need to manage the capacity of supply in such a way that it can fit in the prevailing market conditions. In this regard, more people can be served by the same level capacity when there is proper management of services. The service providers can either stretch their capacity or shrink their capacities with regard to the fluctuation in demand of the services in the market. The service capacity can be adjusted to meet the demand in the market and this includes cross training employees so that in case of high season, they can still meet the demand. In chapter 8, there was a discussion of how the service process can be designed and managed. This can only be achieved after understanding the flowchart of customer service process. The simplest process is that the customers comes into the premise and checks in, they request form the service they need and it is given to them and they leave the premises after being satisfied.

Analysis

These two chapters are the best examples of how the real world customers behave in the market. It is evident that customers exhibit different behaviors at different times and it is the task of the service providers to come up with mechanisms that can best suit these behaviors of customers. For instance, the service providers that deal in the transport sector, like the Metra trains have to adjust the number of cargo depending on the demand of customers traveling (Cheng, 2012). When the season is high where customers need to travel in large numbers, they increase the number of cargos on the train. The advantage of handling customers in high season is that there is increased revenue from the several customers. However, the disadvantage is that there is usually shortage of employees during high season because there are many customers whom the normal number of employees find it difficult to handle at a time. Similarly, the persons operating in the tourism sector, there are usually low seasons and high seasons and they have to adjust their service provisions with regard to these seasons. In this case, when the season is high, the employees need to have multiple skills to serve the customers. The disadvantage of handling customers at this peak period is that there is overflow of customers and the rooms that have been lying empty end up fully occupied until other customers lack a place to stay.

Results

It has turned out that the customers in the service sector exhibit characteristics that need to be known and understood the service providers. In case where there are peak seasons and there are many customers claiming for the same service, for instance the tourism sector, the prices goes high to benefit from such a sudden high demand. This comes in when there are many customers and when the price is increased, they will still request for the services and it gives the service providers a lot of income (Dazhong, 2013).

Conclusion

In conclusion, it is evident that customers follow a certain procedure when they want to get a certain service from an organization or any service provider. They first get to the premises and check in, they then have an inquiry of the services they want and it is rendered to them after which they check out again. In this case, if the customers have been satisfied fully, they will tend to come back for the same services if they feel the same need again. It is also evident that there are seasons that fluctuate and they determine the number of customers that will demand for services. Organizations have to play within these timelines so that they can gain maximum profits during high seasons.

References

Dazhong Cheng (2013). The development of the service industry in the modern economy: mechanisms and implications

Bryson JR, (2014). Service worlds: the “services duality” and the rise of the “manuservice” economy. In Service science: research and innovations in the service economy. Edited by: Maglio PP. Handbook of service science, Springer, Heidelberg;

Cheng D: (2012) Producer services and the evolution of the economy. In Producer services in China: economic and urban development. Edited by: Yeh A, Yang F. Routledge, London;