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1.02. CAREERS. INTANGIBLE SERVICES.

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  1. 1.02 CAREERS

  2. INTANGIBLE SERVICES Services are intangible; services cannot be touched. Each service offering is unique and cannot be exactly repeated . All burgers of a particular flavor at McDonalds are almost identical. However, the same is not true of the service rendered by the same counter staff consecutively to two customers.

  3. CUSTOMER SERVICE Some careers are actually focused on customer service. Representatives handle complaints and can make the difference in whether or not an unhappy customer remains a customer.

  4. MARKETING RESEARCH This marketing career involves determining why customer do what they do. Tries to answer why certain people vacation in winter; why certain people always eat at Olive Garden, etc.

  5. MARKETING RESEARCH A marketing researcher could be classified as the “Sherlock Holmes” of marketing. These investigators look for clues as to what customers want and need, as well as why customers do what they do.

  6. ADVERTISING Advertising uses a variety of media to catch customers’ attention, inform them of products, and persuade them to buy. Some of these media are the internet, radio, television, newspapers, magazines, billboards, and catalogs.

  7. PUBLIC RELATIONS Public relations professionals strives to build and maintain positive relationships with the public anticipating problems, handling complaints, communicating with the media, and building a positive public image for the company

  8. PRODUCT MANAGERS Product managers create, test, and decide how a product will be packaged. They direct and coordinate all aspects of the product.

  9. CHANNEL MANAGEMENT Channel management is the processes by which marketers ensure that products are distributed to customers efficiently and effectively.

  10. COMMUNICATION Communication, the exchange of info. in which the words/gestures are understood in the same way by both the speaker and the listener, is at the center of all mktg. activities. Communicating with people is crucial because mktg. involves continuous interaction with customers.

  11. PURCHASING Purchasing is a marketing function. Although math skills and technological know-how are often needed to carry out marketing activities, their successful completion and use are based on communication.

  12. SELLING Sales careers involve satisfying customer needs with products. Makes first impression with potential customer.

  13. REVIEW

  14. Q. 19 • Booking hotel rooms for vacationers is an example of ______ marketing? • A. Feature • B. Service • C. Benefit • D. Sports

  15. A. 19 • B. Service By booking rooms, you are helping the vacationers.

  16. Q. 20 • What type of duties do customer-service professionals often perform? • A. Preparing ads • B. Paying invoices • C. Handling complaints • D. Receiving shipments

  17. A. 20 • C. Handling complaints Customer service is helping the customers with problems.

  18. Q. 119 • What marketing career involves determining why customer do what they do? • A. Advertising • B. Distribution /Warehousing • C. Sales • D. Marketing research

  19. A. 119 • D. Marketing research • Researchers determine why customers do what they do.

  20. Q. 120 • What marketing career involves catching customers’ attention, informing them of products, and persuading them to buy? • A. Marketing research • B. Advertising • C. Public relations • D. Product managment

  21. A. 120 • B. Advertising • Advertising use a variety of media to catch customers’ attention, inform them of products, and persuade them to buy. Some of these media are the internet, radio, television, newspapers, magazines, billboards, and catalogs.

  22. Q. 121 • Kwacky Kwackers needs a new package design for its crackers. What marketing professional would be responsble for creating the new package? • A. Marketing research • B. Product Management • C. Advertising • D. Channel management

  23. A. 121 • B Product management • Product managers create, test, and decide how a product will be packaged. They direct and coordinate all aspects of the product..

  24. Q. 122 • What is at the center of all marketing activities? • A. Math • B. Technological know-how • C. Purchasing • D. Communication

  25. A. 122 • D Communication. Communicating with people is crucial in marketing because marketing involves continuous interaction with customers and coworkers.

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