case with answers

1. CASE 1 : SullivanFord Auto World
Service marketing
Presented to:
Prof., Omnia Mokhtar

2. 1. How does marketing cars differ from marketing services
for those same vehicles?
Case 1:Whenyouidentifythe differencesbetweencarsand repairservices,please referto
the four characteristicsof service whichmakesitdifferentfromrepairservices(intangibility,
perishability,inseperabilityandheterogeneity) aswell asthe 7 ps marketingmix inservices.
Marketing cars differs from the method of marketing services as:
1. automobile industry is something different. Marketing and promoting in the
automobile industry takes an extra skill, it is a tangible product that are being sold in
unit. The procedure of production a car and consumption or usage of a car are
separated process.
2. marketing a service for a car includes the 7P's
2.1. Product: new models are in the showroom satisfying all kind of customers.
2.2. Place : a handsome showroom with high celling with skilled staff and
shining products ( cars)
2.3. Price: high price with rising interest rates.
2.4. Promotion : huge rotating sign with Ford Logo and waving flags with the
slogan "let's make a deal"
2.6. People : skilled staff and rich people to buy
2.7. process: emphasis on the buying process of the consumer
2.5. Physical & environment:
Service industries face more challenges than its product counterpart because of
the people factor.
3. Marketing a car will usually emphasis on the buying process of the
consumer, involving transection, to take ownership of the product. monetary
transection, time and effort are exchange for labor or skills, but the ownership
of the product is not seen or heard of, but a service is an intangibleproduct that
must offer superior service in order to hold a competitive advantage. Products
and service can differ in many aspects as Intangibility, Inseparability, on-
standardization, Perishability, Regulation and Word of mouth.
4. Marketing a car is easy because the product can be seen, touched or can be
experienced through pictures and illustrations, customers can already see the
features of the product or can experience the product on their own, On the

3. other hand, as the service can't be seen or heard off; making it tough for the
customers to imagine what will actually happen if they get the service.
5. Car servicing needs skill manpower and experienced labor. Here, product is
the primary player. Another difference of marketing a car from marketing a
service is that, the latter cannot be inventoried, which may cause customers to
wait or not to avail the service anymore. Moreover, marketing for car and
marketing for service needs different people from different skill sets. One
personal will be skilled on automobile market while other will focus on
customer satisfaction.
2. Compare and contrast the sales department and the
service department at Auto World.
In question2, please tryto be specific.For example youcansaythat the salesdepartment
iswell furnishedwhile the otherdepartmentisnot,ect.
Service
SALES
Aspects
None
Many
Promotion
Behind Showrooms
Fancy
Location
Old
Modern
Facility
Modern / Well Maintained
Attractive / Variable
Product / Equipment
Stressful / Sad
Stressful / Happy
Environment
Long / Unknown
Known
Time
Bad
Good
Customer review
Complicated
Clear
Price
Oily Uniform
Well-dressed / Sharp
People
The Sales Department in Auto world
1. accountable for engaging the customer and influence the customer to
buy the product.
2. They are also accountable for notifying the customer about the car
models and new offerings that the customers would be interested in.

4. 3. In charge of giving alternatives or more options to the customer who
weren’t able to buy brand new cars where they offer the second hand or
pre-owned ones. But usually they were persuaded to buy brand new
ones.
4. Sales department always look for increasing revenue from the car sale.
They are target oriented and concentrate to fulfil their target.
the Service Department of Auto world
1. accountable for the servicing, repair and maintenance of the cars.
2. accountable for answering the quires of the customers and entertaining the
concerns and problems of the customers.
3. There are few concern a service department should look upon:
 Appearance of service department
 Problems with inconvenient service time for customers
 Waiting area/ cue
 Services measures
 Customer orientation
 Not so good attitude of service department
So we can say that, a sales and service department of an auto world differs
in many angle.
3. From a consumerperspective, whatusefulparallels do you see
between runninga carsales and service dealership and managing
health care services?
In question3, youshouldcompare bothservicesinwhethertheyare peopleorpossession
oriented,the degree of importance tothe customer,the degree of contactwiththe service
provider,etc

5. - Health services can be defined as the services performed by health care
professionals for the purpose of promoting, maintaining, or restoring
health.
- Operating car sales and service dealership doesn’t differ sharply from
health services, because sales agents play the most important role in
the process of service offerings, service promotions,communication
and persuasion of people, supporting customers and encouraging them
to act.
- Both fields require understanding how to communicate with
customers, how to obtain and procure their trust.
some examples like:
♥ In Health care, as a consumer I expect; Treating sick people, regular
checkups, having the same doctor I trust.
♥ In Car sales & service, as a consumer I expect; A new car, fixing a broken
one or maintenance to avoid expected malfunctions.
4. Whatadvice would you give to Carol on future strategy for the
business?
In This case the advice I gave to Carol:
- to appoint Larry Winters as a new leader.As he can manage the changed
system since he has a great track record in auto mobile sales industry.
He was once a leading sales rep in Auto World. He has strong
managerial capabilitiesandstrong network in the industry. Or she could
also hire both financial and service manager to hold the financial assets
and service section.

6. - Work on the quality of the service provided through using / hiring a
professional service team, a professional service manager to ensure a high
standard of provided service.
- Start promotion for the service department.
- Hire a new financial manager to control all the financial assets.
- She also can train her sisters in order to be capable of following the business
during her absence.
- Promotion for the dealership segment of business in order to get new
customers.
Some other suggestions for her:
 Hire an experienced service management team
 She should get a business partner whom she can trust
 Revamp the service department
 Train the service staff
 Develop a customer oriented service strategy
 Make use of the technology for client records and service writing
 Expand the service delivery system
 Advertising and marketing tools and promotions should be efficiently use