Yasmine Laamari

Service marketing
Case study sullivan Auto world

The creation of product happens in a relatively far and distant factory which shows the years
of displayed efforts from research and development . In addition to marketing cars being an exciting
and thrilling activity. Generally the purchase of the cars can involve a trade of existing vehicles. With
that being said marketing cars is a big ticket item in which prospective customers can rethink and sit
on their decision for the time period wanted. When buying a car the decision is not made on the spot
but rather takes some time.

The difference between marketing cars and marketing services lies within the fact that In the
advertisement of a car, the car manufacturer undertakes most of the effort and basically does most of
the advertisement and promotion. The distribution is done through the franchised dealers that are held
responsible for selling and promoting programs and activities with the manufacturers. Moreover, the
first experience with a new car will tend to be positive and the benefits should be readily apparent.
However, services for cars is quite different since the need for service tends to increase in frequency
and the cost is higher the more time passes by. Moreover, service price is relatively more difficult to
forecast but is most of the time costs way less than new purchase. Service is a hard thing because it
involves trips to the garage place in order to drop off the good and pick up later on. In addition to
losing the car for about a couple of days . Service is often linked to being complex because the
encounter of problems in this activity is frequent. The service for cars is usually provided by the dealer
and not by the manufacturer because its role is limited and does not involve a warranty. Customer will
more likely tend to go for service to dealer from which the vehicle has been purchased. Another
problem in service marketing is that it is hard to determine from where the problem is coming. In
addition to the fact that it is hard to determine if the service has been done the right way and if the cost
of the service is justified.

Car sales need more advertising efforts in order to attract potential buyers. It also needs a good
eye catching location to attract the customers, generally a place where they can enter and exit easily
with a quite modern facility. However, for service marketing there isn’t a need for advertising to
attract customers is typically in the same location however it is hidden behind showroom and not
modern . it is a 30 year old facility where customers enter from the side door. Service writers work in
bad conditions where the rooms are neglected.

There is a difference between treating cars problems and treating sick people. When treating
cars problems, they can get initial warranties and are able to obtain service contracts and they can
choose which service supplier. Customers usually choose to have a regular service garage that they
can trust. However, in health care people van insure against an illness to avoid paying an exaggerated
amount in the hospital. They can choose the insurance plan that’s more convenient for them.
Customers choose to have a doctor that they can trust too.

The advice that I would give to Carol Sullivan-Diaz is focusing on improving service quality
by giving more importance to the physical aspects of the area in which the service is provided. Display
more effort in recruiting workers . In addition to, marketing service department by giving reminders to
customers and improving the customer relationship. Moreover, it would be a good idea to start
advertising the dealership. That is by giving package options and a possibility of promoting their cars
with a sale.