Service Marketing

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Service process design:

To design an efficient service, marketers and specialists in operations must work together. Process in goods production and services are different from each other. In production except for custom designed production, customer do not involve in the process other than opening the package. But the differentiating characteristic of the service is the extension of customer participation in the process of manufacturing and delivery service. In the services like real estate that there is a high interaction between customers and employees, also human resource specialists should cooperate. One of the clearest ways to describe service process is often to create a flowchart that presents different steps visually and in sequence. But a more sophisticated version of flowcharting is Blueprinting. The word blueprinting was used for the design for a new building or a ship that was captured on an architectural drawing. These blue printings shows what the product should look like and detail the specifications to which it must conform. But in the case of services, there is no tangible structure that makes them more difficult to visualize. A key characteristic of service blueprinting is drawing a line between “Front office” and “Back office” which is called “Visibility line”. Service blueprinting, clarifies the interaction between customers and employees and how these interactions are supported by additional activities and systems backstage, so service blueprinting can facilitate the integration between marketing, operations and human resource management.

For the case of Delta Real Estate, the writer of this article could only judge the blue printing at his own perspective by observation. This blueprint just evaluates the ...

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...is characteristic of High- End retail selling. Clear pronunciation and an accent equal or higher than customers are important factor for a salesperson. The hiring factor for these kinds of selling is social skill. Another important decision area is payment. Some marketing gurus suggest that every sales person in high-End retail selling must be paid 25% of the selling price of the thing he/ she sales over the salary. Salespersons in Delta group are receiving about 40% of the property price in average without any fixed salary and it grows if the salesperson sells more property in a time period.

Another important field in Real Estate industry is relationship marketing. There has been a shift from a transactional to relationship marketing. Relationship marketing essentially represents a paradigm shift within marketing from a transaction focus to a retention focus.

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