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Branding in the clothing industry
Service marketing chapter 1 summary
Service marketing chapter 1 summary
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Recommended: Branding in the clothing industry
Q1. Select a service firm you are familiar with and identify their core services. Now identify the supplementary services for each of those core products, nothing which are facilitating and which are supporting. In what respects do any of these and their respective value differ from those offered by a leading competitor?
The firm I selected for the exercise is Joseph Anthony Bespoke. The company is a bespoke suit maker based in old theatre lane in Claremont. The main competition in this market is Parker & Co. (www.parkerco.com.au)
The core product or “basic benefit the customer is buying” (Lovelock, Patterson, Wirtz. 2011) offered by Joseph Anthony Bespoke (JAB) is mens tailoring in the form of suits, shirts, pants, and formal eveningwear. Supplementary services are delivered in the form of Order Taking, Consultation, Information, Billing, Exceptions and Safekeeping (caring for garments).
A, Order taking and Billing: (Refer to table 1 Joseph Anthony Order Taking Elements)
Applications Order Entry Bookings
Client notifications On site Fittings
Newsletters Orders for existing customers via phone/email Consultations
New fabric notifications Alterations
Style Advice
One off designs
The process involved in the service of order taking at JAB is supporting the core product through effective payment and the clients concise understanding of the billing system. When a client places an order he is taken though the bill by a sales representative (often the tailor who has overseen the making of their purchase). This system has no real differentiation form competing businesses. The billing structure at JAB centres on monthly accounts for clients, also included is on the spot billing processes for sma...
... middle of paper ...
...t service redesign example is the introduction of customer
preparations, when a specific customer requests a consultation for a shirt, suit,
pants etc. the materials are prepared to the specific item of clothing along with
examples of similar finished items, this is done before the appointment along
with prepared beverages etc…. This service is mainly reserved for frequent
clients and requested individuals.
Works Cited
Lovelock, C.H. Patterson, P.G. Wirtz, J. (2011). Developing service products: core and supplementary service elements. In: Burgess, P. Stanley, J Services Marketing. 5th ed. Frenches Forrest NSW: Pearson Education. 97 - 126. (Lovelock, Patterson, Wirtz. 2011)
Parker & Co. (2009). Available: http://www.parkerco.com.au/. Last accessed 23Rd Mar 2011
Riordan, A. (2009). Available: http://www.josephanthony.com. Last accessed 23rd Mar 2011.
To conclude, the capability to create customized clothing is becoming undemanding as technology evolves. Ready made apparel were only available in predetermined size before the American Civil War, this exemplifies how the sizes were arbitrary and were not the same on a broad scale. The statement “The wealthy’s clothes were made by tailors” is a prime example of how tailored outfits are costly. Today, designers have computer-aided design to their disposal this improved the creation of cloths in many ways making it effortless to design the clothing and to also produce them. With the creation of new technology making cloths, fabrics will become
The characteristics of a service are intangible, inseparable, perishable, heterogeneous and lack ownership. The marketing mix of a service is not perceptible and as the features of a service is distinctive to the features of a product, it has additional elements which are process, people and physical evidence.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering quality service: balancing customer perceptions and expectations. New York, New York: Simon and Schuster.
The strengths of the book come from its’ accessibility. The book is easy to follow and provides readers with a great deal of information about the production of mass-manufactured clothing. As well as brings awareness to its’ many issues which we inadvertently take part in when we purchase such products. The book is well written and thoroughly researched but does have its’ share of weaknesses.
The customer support and customer service functions are more than departments; they are part of an essential strategy for growing your business. In the modern business climate, customers expect answers to their questions immediately. When the right information is available anytime, from anywhere in the world, customers are more likely to have a positive experience, thus customer loyalty will be increased. It is a known fact that the cost to obtain a customer is ten times higher than to maintain and keep existing customers. (Gouran, Dennis, W.E. Wiethoff, & J.A. Doelger. (1994). Mastering communication. 2nd ed. Boston: Allyn and Bacon.) Not in Reference Pg.
The Canadian Company, Tip Top Tailors, is a menswear retailer that sells suits, tuxedo rentals, outerwear, sportswear, outerwear, and casual wear. Not only is it known for its formal apparel but provides tailoring for men and women. Land’s End and Tip Top Tailor compete for similar customers, due its formal wear and online websites, making it a helpful company to benchmark. Tip Top Tailor is known for treating customers like guests, trained professionals, and proper assistance. Their
Analysis of JD Sports Fashion Plc, including detailed business description, corporate strategy and SWOT analysis.
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2. Indicate (with suitable examples) how these lower level ‘services’ can be composed to make possible complex services and business activities.
A service encounter is defined as a moment when a customer interacts with a service or product for the first time. It is the customer’s actual interaction with a service company. It is identified as a key component of the current agenda for service marketers. More than half of the world’s multinational corporations employ in providing services, thus the scrutiny of service encounters is becoming increasingly significant. Research evidence indicates that customers generally compare their expectations with the performance of service industries and they are influenced by the quality of service they receive. The scope of this essay is to discuss about the view that customers don’t buy products they focus on solutions and also about the consumer’s behaviour pattern regarding services provided. Further, it will be noted how businesses are trying to improve the service quality to attract customers leading to an increase in the economic competitiveness.
What is the difference between a product and a service? List and explain defining characteristics of each.