The document discusses marketing mix elements and interactive marketing. It focuses on understanding customer requirements and the zone of tolerance. 1. It identifies the six most important elements of the marketing mix for selected market segments: team creation, current situation review, objective setting, action planning, strategy implementation, and strategy review. 2. Interactive marketing means service quality depends on customer-seller interaction during service encounters. 3. The zone of tolerance is the range of acceptable service between what is merely adequate and desired by customers, which can vary based on individual, product/service, and change over time.

1. Marketing mix

2. Identify six most
important
marketing mix
elements
(people,
psychical
evidence and
process) for your
selected market
segments
1.1.create the teamcreate the team
2.2.review current situationreview current situation
3.3.set objectivesset objectives
4.4.plan actionplan action
5.5.implement strategyimplement strategy
6.6.review strategyreview strategy

3. Interactive marketing
• Service differentiation
• Service quality
• Service productivity
Interactive marketing means that service quality depends
heavily on the quality of the buyer-seller interaction during
the service encounter

4. UNDERSTANDING
CUSTOMER
REQUIREMENTS

5. The Zone of Tolerance
Adequate Service
Desired Service
Zone of
Tolerance
 Delights
 Desirables
 Musts

6. Reliability Tangibles
Level
of
Expectation
Adequate ServiceAdequate Service
Desired ServiceDesired Service
Desired Service
Adequate Service
Zones of Tolerance for Different Service Dimensions
Zone
of
Tolerance
Zone
of
Tolerance

7. Zones of Tolerance
• The range of expectations between desired
and adequate…
– can be wide or narrow
– can change over time
– can vary among individuals
– may vary with the type of product/service

8. Lasting Service
Intensifiers
Lasting Service
Intensifiers
Personal NeedsPersonal Needs
Zone
of
Tolerance
Desired Service
Adequate Service
Factors That Influence Desired Service

9. Self-Perceived
Service Role
Self-Perceived
Service Role
Situational
Factors
Situational
Factors
Perceived Service
Alternatives
Perceived Service
Alternatives
Temporary Service
Intensifiers
Temporary Service
Intensifiers
Zone
of
Tolerance
Desired Service
Adequate Service
Factors That Influence Adequate Service
Predicted
Service
Predicted
Service

10. Predicted
Service
Explicit Service
Promises
Explicit Service
Promises
Implicit Service
Promises
Implicit Service
Promises
Word-of-MouthWord-of-Mouth
Past ExperiencePast Experience
Zone
of
Tolerance
Desired Service
Adequate Service
Factors That Influence Desired
and Predicted Service