Sullivan University Marketing Standpoint Discussion

Respond to Edwin and Ben with a DETAILED response

edwin gomez week 5

I would state to the marketing company the following regarding a service product.

Intangibility. The service product you are offering can’t be touched, seen, tasted, heard, or felt compared to an item that you buy. This would make it hard to communicate the restaurants product appeal.  To appeal to the consumer, we must appeal highlighting service and quality and not just the product itself.  This will affect the evaluation of service quality by bringing service and quality as the main focus for the company.

Inseparability requires the consumer to be present during the production of the service. That type of consumer involvement is rare in goods manufacturing. So, the challenge would be getting the consumer to realize that they are needed for the “goods” production. A creative marketing strategy would be having feedback forms for the food made to show that they are valued. This would improve service quality by having the customers involved in the decision-making process on how to improve the restaurants services and product.

Heterogeneity refers to the variability of inputs and outputs. they tend to be less standardized and uniform than goods manufacturing. The challenge would be that most of the consumers would demand less variables when they are eating at a restaurant.  Standardization and training could be included in the marketing process to highlight industry standard trainings and degrees that have been achieved by the restaurant personnel. This would improve service quality by reassuring the customer that there is a standard of processes that the restaurant follows. This would in turn create trust with the customer.

Perishability refers to the inability of services to be stored, warehoused, or inventoried. From a marketing standpoint the challenge that arises is the ability for this restaurant and the supply chain to understand that supply and demand must be balanced. To maintain revenue the restaurant must make sure that they are not ordering too much supply, also a good practice would be to maximized takeout or expand seating size if space permits. This would improve the evaluating of service quality by being able to place a quantitative data point to the flow of supply and demand as well as revenue.

1. Ben Northcutt Week 5
2. c cannot be touched, seen, tasted, or heard like good can be so it can be difficult to assess in the same way. For a restaurant, a good way to overcome this would be by creating an atmosphere that is inviting for the customer with a prime location that sets the mood for the experience.Inseparability- services require the purchaser to be present for their production, since this makes the customer be involved it is important to make sure the experience is satisfactory. A restaurant can do this by properly training staff to handle all types of situations. The location needs to be clean and uniform since the consumer will be present in the restaurant their impression about the food will first come from the impression of the room.Heterogeneity- services tend to have a lot of variabilities something we want to minimize for the consumer, so they always have the same experience. A good way to minimize variance in the restaurant is to have standards for everything and standardized work along with it. This means the recipe for the chef is written down and always followed, or the service staff has a standard procedure to follow when waiting on guests. Properly training staff for standardized work will help minimize heterogeneity.Perishability- services do not have a shelf life they must be used only when available and if they are not being used at that time then money/ revenue is being lost. To help minimize service waist in a restaurant, specials can be offered during slow times to help draw in customers. Even though prices are being cut during this period it still helps offset potential losses from having no customers. During peak times it is important that the service is quick and efficient to maximize the number of customers for the busy time period.