Services and non-profit marketing

Pearson Education Marketing Podcasts

The textbook focuses on the characteristics of services and how companies to deliver addition value through service, therefore creating added value to the product, apply the extended marketing mix. This Podcast focuses very much on the way products and service are intertwined together using Jaguar as an example. The interviewees discuss how they add to the customer experience so that no longer do customers consider they are buying a car but an experience delivered to them through service. The outcome of this approach results in customer loyalty. The interviewees are a salesman and the Service Manager. The emphasis is not just on the way the salesman 'courts' the customer but on how when the customer has bought the car they receive continual support regardless of the problem or issues they might have with the car during their ownership.