Looking for Quiz 13 :
Engineers in Marketing and Service Activities
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In what ways are goods-producing and service-producing industries generally different?
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Goods-producing industries typically focus on manufacturing quality products in the most efficient way possible. The operations in these industries are focused on cutting costs and reducing processing times to gain competitive advantage.
At the same time, these firms marketing functions focus on a transaction-based model.
Service-based industries tailor their operations as per customer needs and deliver them quality service. These industries are not looking with providing the cheapest or quickest service, but instead, on providing the best service to their target customers'.
Marketing functions in service-based industries typically focus on more committed and sustained relationship.
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How do the tasks of marketing vary with the existing type of relationship (transaction-based, more sustained, or highly committed)?
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In a transaction-based relationship , marketing is directed towards identifying a customer and selling the service or product to him. Emphasis is not given for developing continued business relationship with one particular customer.
In a more sustained relationship , greater emphasis is given on relationships to ensure repeated business. Because of this, the firm's marketing department will place additional effort to make sure that needs of customers are satisfied over the duration of the contract.
In a highly committed relationship the marketing function is significantly more complicated. Marketing pinpoint not only the needs of customer, but also the customer's environment, planning process, etc. In this type of relationship, marketing provides a continuum of service aimed at highly specific customer.
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Although it is normally more efficient for the producer of repair parts to maintain an inventory of them at his factory, what alternatives might be considered when large users of the equipment are located in a remote region (such as the Middle East)?
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If the user of equipment's does not keep sufficient amount of repair parts inventory it is difficult for them to operate efficiently. In such conditions, such users should have trained staff of engineers who have the knowledge of repairing the machines. This will help them in handling the situation and keeping the plant working till the time repair parts are made available.
Thus, it is advised that large equipment users should keep sufficient amount of repair part inventory to operate effectively.
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In what ways is the purchase of engineering services to design an installation and the purchase of accessories such as an automobile or office equipment fundamentally different?
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For a high-technology product and producer with which you are familiar, describe the provisions for after-sales service that have been established.
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Provide an additional example of a change in the way a service industry does business as a result of wide economical availability of computers.
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In purchasing process materials, specifically steel sheets and rods, a buyer (commonly a business administration graduate) is offered material with slightly different specifications at a significant reduction in price. What should be his or her response?
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Discuss how the management functions of planning, organizing, leading, and controlling relate to the marketing process.
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