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case for servise marketing
Pages 6 (1506 words)
1) One of the key characteristics of providing services is the interaction between two parties as services are offered by one party to another party. The intangibility of the services as well as the physical presence of a person to deliver the services there are some of the key differences between selling a service and selling a physical good.
As discussed in the case study that APM grew due to its franchising strategy which not only involved direct franchising but also through Master Franchising. Thus the overall expansion strategy for the business has remained focused on the development of regional franchisees who can deliver the services according to the demand from a particular geographical area in which they can deliver them effectively. APM tend to advertise the franchising opportunities in the local newspapers and other media to attract the potential franchisee. This was achieved through advertisements as well as the word of mouth also. One of the key criteria used by APM to recruit new franchisee was to observe the behavior and attitude of the person willing to apply for the franchise. One of the tasks involved was to assess the willingness of the person to show closer association with dogs. Since APM was mobile services provider for dog washing therefore it was considered as essential that the persons must have some degree of association with pets and specially dogs. This was also important because the PEOPLE element is considered as one of the key variables in the overall integrated services marketing mix. ...
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