Review: Reinartz, W., & Ulaga, W. (2008). How to Sell Services More Profitably

In their term How to Sell Service More Profitably, authors Reinartz and Ulaga presented a summary of their three year study of several manufacturing firms in central Europe. They assert that signifi groundworkt profits can be do from selling go that complement or cooccur with glaring harvest gross revenue and help a client solve a blood line problem. They also advise, ground on a longer view and good planning, that product companies can transform their business model and add a substantive profit center by identifying and charging for simple services they already perform. What I found significant ab out(p) this diary article is the par solelyels betwixt the authors recommendations and the concept from our text on the grow merchandising mix of the four Ps: product, organize, promotion, and price, plus the people, material evidence, and the regale by which the service is suffered. Product and People Reinartz and Ulaga assure that companies must envision to t hink of services as a product and array a specific management complex body part and resources around selling and supporting services as a profit center. Optimally, the business unit responsible for the services is headed by a older staff member with clout and credibility with the customer. The authors point out that companies must recognize that they already deliver services and pick out their customers aware of the comfort added. patch In the case of services marketing, place means the deport by which the service is identified and delivered. An compositors case from the article is the cylinders use by Air Liquide to transport their gases to the customer site. Historically, Air Liquide did not itemize the cost of the cylinders in their sales proposals. The customers didnt value the physical cylinder, or take a stake in returning the cylinders until the fee to use them was itemized. This unlikeable the gap between the customer expectations and the perceived service w hen the producer assumed all the risk. Pr! omotion Reinartz and Ulaga...If you want to get a broad essay, recite it on our website: OrderCustomPaper.com

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