Page 34 - MARKETING & PUBLIC RELATIONS EBOOK IC88

2. The offer (benefits) from a restaurant may vary in kinds of food, (Indian, Continental, Chinese,
Thai and Mexican), extent of spread (salads, seafoods, cold meat, etc) price, courtesy,
waiting, comfort of seating, privacy, exclusiveness, and so on.
 the market segment proposed to be served
 the resources one has and can muster
3. The services provided by the Singapore Airlines included
o reclining seats (for the first time, gaining competitive advantage)
o choice of food for Economy class (normally only First Class had the choice)
o more cabin crew than average
ultramodern fleet (in 1998, (This airline was among the first to use Boeing 777s)
o purchases home delivered anywhere in the world
o in-flight office fax
o priority passenger gets magazines related to his hobbies/ profession

4. Technology and equipment do facilitate the performance of better service (in terms of time and
accuracy), but do not ensure it. For example, the interactive services, which provide information
through recorded systems, will not be satisfactory if

 the recorded messages are not updated regularly
 the messages have been recorded by a person who does not articulate clearly
 the system is not in functioning systematically
 there is unduly long wait before being connected to the system

(d) Flexible Options

This is customisation, popularly known as tailor made Such customisations already exist in many services
like, beauty parlours, tailors, restaurants, hospitals, consultants and transportation. In life insurance, the
wrap on or riders can be Accident Cover, Critical illness cover, Hospitalization, life cover for wife, floating
covers, etc. In non-life insurance, every policy is customised.

If that question is asked, it means that there is a preference for the oil produced by X. The preference
must be based on a belief that the oil produced by X is purer or cheaper or better scented or whatever.
The commodity then becomes a brand.

(e) The Delivery System

1. In insurance, the delivery system is more complicated than in most other services. At the time of
buying the policy of insurance, the coverage has to be clear, complete and specific. Otherwise,
when the event insured against happens, it will be noticed that the warranted exclusions,
declarations etc., have nullified the intended arrangement. This is what people complain about
as "The small print takes away what the big print gives". Systems have to be developed to
ensure that both the insured and the insurer have the same understanding about what is on and
what is not. Agents are the ones who can ensure this.

2. The second stage of the delivery system is at the time of making the claim. The procedures for
the claim to be even considered have to be clearly known and communicated to the potential

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