Chapt13
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Chapt13 Chapt13 Presentation Transcript

  • Managing Engineering and Technology Third Edition Babcock and Morse Engineers in Market and Service Activities Chapter 13
  • Advanced Organizer
  • Chapter Objectives
    • Describe the need for engineers in marketing
    • Describe the various ways engineers work in the service industry
  • What is Marketing?
    • Marketing is the interface between a firm and its customers.
  • Relationships
    • Transaction-based
    • More sustained
    • Highly committed
  • Types of Industrial Products
    • Installation
    • Accessories
    • Raw Materials
    • Process Materials
    • Component Parts
    • Fabricated Items
    • Maintenance/Repair/Op-erations
    • Service
  • After Sale Service
    • Selling is easy. Maintaining customer service is the hard part
  • Importance of a Satisfied Customer
    • Average service business loses 10% of volume due to poor or inattentive service
    • 96% of unhappy customers never complain, but 90% never return, each one tells at least nine others, and 13% tell more than 20 others
  • Importance of a Satisfied Customer, cont.
    • Best opportunity to increase sales and market share is through your present customer base, it costs five times as much to attract a new customer as it does to maintain an existing one.
  • Importance of a Satisfied Customer, cont.
    • Each happy customer tells at least five others, some of whom will become your customers
    • Best indication of an organization’s long-term financial success is the customer’s perception of the relative quality of service.
  • Technical Employment
    • Manufacturing decreased
    • Service increased
  • Service Industry Examples
    • Computer applications Changing Information technology
    • Government Transportation Department of Defense
    • College teaching and research
    • Biomedical and health services