MKT 723 Study Guide - Services Marketing

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Armand Gervais

Document Summary

Objectives for upward communication: designed to improve the type and effectiveness of communications from customers to management, deigned to improve communications between employees and management. Research for upward communication: executive visits to customers- used in business-to-business services marketing. Executives of the company make sales or service calls with customer contact personnel (sales people) Ibm ceo arranged a meeting with 175 of the company"s biggest customers for a discussion of how ibm can better meet their needs: executive of management listening to customers- working the swing shift naive listening . Spend time on the line interacting with customers and experiencing service delivery. Meet with cal centre specialist during regular lunchtime meetings: research on intermediate customers. Intermediate customers- contact employees, dealers, distributors, agents, and brokers are people the company serves who serve the end customer. Researching intermediate customers is an efficient way to both improve service to and obtain information about end users: research on internal customers (employees)