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Sullivan Ford Auto World

The document discusses differences between marketing cars and marketing services for cars. It notes that marketing cars can use traditional 4P marketing approaches while car services involve additional complexity due to human factors. The document also compares sales and service departments at an auto dealership, noting that sales departments focus on new car purchases while service departments handle repairs and maintenance, but that both play important roles. Finally, it provides advice for the general manager of a dealership, focusing on improving customer experience in the service department through staff training and using technology.

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124 views5 pages

Sullivan Ford Auto World

The document discusses differences between marketing cars and marketing services for cars. It notes that marketing cars can use traditional 4P marketing approaches while car services involve additional complexity due to human factors. The document also compares sales and service departments at an auto dealership, noting that sales departments focus on new car purchases while service departments handle repairs and maintenance, but that both play important roles. Finally, it provides advice for the general manager of a dealership, focusing on improving customer experience in the service department through staff training and using technology.

Uploaded by

Hiếu Nguyễn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1. How does marketing cars differ from marketing service for those same vehicles?

Automobile industry is very complicated, every action like as marketing or


promotional, and service need high – skilled employee.

Marketing car is different from marketing service for a car:

+ Marketing car

- Marketing car can be done in the orthodox way of marketing, using


marketing mix for attempting to control 4Ps: Product, Place, Price,
Promotion

- Cars are a product and tangible that can be sold in unit

- The procedure of production a car and consumption are separated process

- Emphasize on buying process of the consumer, involving transection to take


ownership of the product

+ Marketing service for a car

- Attempting to control 7Ps: Product, Place and Time, Price, Promotion and
Education, Physical environment and People.

- Contrast to marketing car, service industry is much more complexity.


Service for a car will face more challenge than its product counter part
because of the people factor.

- On the other hands in service, money or product transection, time and effort
are exchanged for labor and skills but the customer (the ownership of the
car) isn’t seen or heard.

- Service is intangible and need to hold superior offer if we want to keep


competitive advantage
Product and service can differ in many aspects: Intangible, Inseparability,
Heterogeneity, and Perishability.

Marketing car is easy because that can be seen, touched, and experienced. Through
image or illustration the customer can already see the features of the product on
their own.

Servicing for car need person whom have skills and experience. Inventory is
another factor is make service harder than product (Product can be inventoried but
service is not) which may cause the customer to wait or not to avail the service
anymore.

? How we can control both of them (marketing car and marketing service for a car)

Answer: We need hire different ppl from different skill set, one personal will be
skilled on automobile market while other will focus on customer satisfaction.

2. Compare the sales and service departments at Auto World.

Department Sales Service


Characteristic Front – end Back – end
Marketing activities Extensive marketing and Less active
advertising
Environment Well – designed, Like as the garage, worse
attractive showroom – designed. Old and
greasy
Customer satisfaction Easy to attain (Purchase Hard to attain (Purchase
of the car) of the service)
Skill Communication skill Higher technical skill

+ Sale department
The sale department for engaging and influencing the customer to buy the product.
Their mission is notify the customer about the car models and offering everything
the customer interested in.

They also in charge of giving alternatives options to the customer who weren’t able
to afford buying new car where they offer the second hand or pre – owned ones.

Sale department always look for increasing revenue from the car sales.

+ Service department

The main function of service department is servicing, repairing, and maintenance


of the car. Like as the sale department they also have to answer the quires,
entertaining the concerns and problem of the customers.

In the article, we can see that the service department have many problem to solve:

- Appearance of service department

- Problem with inconvenience service time for the customer

- Waiting area

- Service measures

- Customer orientation

- Not so good attitude

? Which department is most essential of Sullivan Ford Auto World

Answer: Sales and service departments have the same respect in the company.
Each department has its own role to develop the company, if the sales department
makes a revenue for the company, the service department has a role to interact with
customers, build a sustainable relationship and create a long - term strategy for the
company to get loyalty from customers

3. From a consumer’s perspective, what useful parallels do you see between


operating a car sales and service dealership, and operating health services?

We have many similarities between automobile industry and health service:

- In both the sale and service department always work for marking the
customer satisfied

But health service is require more the quality of service than automobile. In health
sector the service is mainly target to humans and delivered by the nurse, doctor.

Customer experience need to enhance and improve. The reception and dealing with
the complaint of the customer about time of service,... is the factor can attract the
customer use the service again

Briefly, health sector or auto industry will have to build strong relationship with
the customer.

? The common similarity btw health service and automobile service

Answer: The customer satisfaction

4. What advice would you give to Carol Sullivan-Diaz?

We would advise Carol Sullivan – Diaz to continue believe in Larry Winters as a


Sale Manager because he has a great experience in automobile market. Larry still
have a high managerial skill and network in the auto industry.

Replace Rick Obert by someone who have an experience to manage and build the
strategy for service department. Although Rick Obert have well – trained skill and
can manage the staff very good but his attitude when interact with the customer is a
big problem.
Computerize the process of making service orders for helping the customer save
the time and feel more convenient.

Summary:

- Hire an experienced service management team

- Revamp the service department

- Train the service staff

- Using the technology for client records and service writing

? Which is the big problem of the service department of Sullivan Ford Auto World

Answer: The attitude of the leader and the staff is a real problem of the service
department. They have high technical skill but in service we still need to know
how to treat the customer well otherwise we have lost their loyalty and the
customer will never coming back again to use the service

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