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. What can a company in each of these industries do to make its services more tangible to customers? Topic 2: A soda company wants to market their product in several lesser developed countries in Africa. What ethical considerations do you think they need to address and why?
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Consumer vs. Industrial services
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Consumer vs. Industrial services
Topic 1: How to Make Services More Tangible
The chosen service companies are Verizon and Quicken Loans, the consumer company is The Procter & Gamble Company and the business-to-business company is General Motors. Generally all products and services can be considered as intangibles since even the most tangible may not be pretested before purchase. According to (Lamb, 2009) the evaluation of services often causes problems to service users and consumers owing to difficulty of their evaluation. It is important that such services be made more tangible. Verizon can make their services more tangible by providing newsletters about their range of services and their descriptions. Quicken loans can make their services more tangible by emphasizing on the company as a brand. The Proctor and Gamble can increase the tangibility of its products that cannot be pretested by providing product reassurance for example through packaging. General Motors can increase the tangibility of its services by providing detailed product descriptions and catalogue outlining what they offer.
Topic 2: Ethical Considerations for Soda Company Wishing to Market its Products in Africa Ethics are the guiding principles that help in making decisions on what is right or wrong (Ferrell & Hartline, 2013). Some of the ethical considerations for a Soda Company wishing to market its products in lesser developed countries are truthfulness, decency and honesty. The marketing should be truthful in all the communications that are made during the process. Honesty should be upheld in order to ensure the consumers……………………………………………………………………………………………………
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