case with answers

1. Ola Mahmoud Mahmoud Ghattas
Case 1: sullivan ford auto world
1. How does marketing cars differ from marketing services for those
same vehicles?
Marketing cars Marketing services
Product Its characteristics can be
measured by the car itself and
the buyer.
Service of maintaining the car and
can't be pre evaluated.
Place Front end ( show room) Back end (work shop)
Price Estimated based on variable
and fixed costs
Estimated according to service value
Promotion Easily as goods canbe seen
and evaluated
Not easy as service can't be seen so
we need to add physical characters to
the service
Process Starting from manufacturing to
selling car units
Begin from telling others about our
service till purchasing.
Physical evidence Include place, people and
productitself.
Include place and people only.
People Professional people who know
everything about product
Professional marketers who are able
to offer value and offer data
Intangibility Tangible product, customer can
easily evaluate
Intangible, need to offer promise to
create value for the customer.
Heterogeneity The productis not altered and
still has the original physical
characters
Before getting it, complexity is
determined. In addition to the
heterogeneity of the operation, some
customers were pleased while others
were not pleased.
Inseparability We can buy and sell service
without being with customer or
even the car
Maintain services can't be done
without the car
Perishability Can be stored Can't be stored
,it is manufactured when ordered
only, customer wait time until
service is done.

2. 2. Compare and contrastthe sales and service departments at Auto
World:
Sales department Service department
Selling new and old cars Maintenance and after sale
services
Have alternatives to sell used cars or
other models instead as though buyers
will not purchase new car sales tear.
The service is characterised by a
particular issue in the vehicle to be
fixed.
No waiting area Have waiting area
Don't take long time Take long time
Need sales rips and sales manager Need writers and mechanics
Physical evidence is good No physical evidence
No turn over Shortage in writers
Purchase occurs one time Repairing may be 2 or 3 times
Bad dealing with unexpected
circumstances from sales managers
Bad behavior of writers
Customers satisfaction No customer satisfaction
Organized Not computerized

3. 3. From Consumer perspective, what useful Parallels do you see
betweenrunning a car sales and service dealership and managing
health care service:
They can all pursue customer loyalty and retention through the provision
of high-quality goods or services.
The conceptthat everyone needs perfect and intellect to deal with the
client and we should take him away and relax him when we face angry
customer, then solve his problem to offer good credibility and word of
mouth.
4. What advice would you give to Carolon future strategyfor the
business?
1. The need for a good manager like Larry Winters as he has a good
background and relationships in the field and can lead the company
to a new framework .
2. I advise here to train the team in the company, as her sister and
even other staff, to be able to handle clients in a good way.
3. Setting standards in order to save time and standardise quality and
reduce waiting time for each procedure conducted in the
organisation.
4. The value of using technology to alleviate tension in the provision
of services and to minimise the time spent by authors.
5. Reducethe time to fix vehicles by ensuring that the vehicle does
not come back and that vehicles are fixed for the first time.