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 make from selling service that complement or cooccur with substantial intersection gross revenue and help a lymph gland solve a blood line problem. They also advise, base 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 journal article is the par anyels betwixt the authors recommendations and the concept from our text on the expand merchandising mix of the four Ps: product, organize, promotion, and price, plus the people, corporeal evidence, and the regale by which the service is go to beded. Product and People Reinartz and Ulaga bring up that companies must envision to think of services as a product and array a specific management bodily structure 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 credibleness with the customer.

The authors point out that companies must recognize that they already deliver services and pick out their customers aware of the nourish added. infinite In the case of services marketing, place means the get by which the service is identified and delivered. An compositors case from the article is t he cylinders employ by Air Liquide to trans! port 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 when the producer assumed all the risk. Promotion Reinartz and Ulaga...If you want to get a broad essay, point it on our website: OrderCustomPaper.com

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