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32 Pages

Unit 8 The marketing mix: people, service, customer care and customer relationship management (CRM)

In this unit, we shall look at the interrelated aspects of service and service quality in satisfying

customer requirements and the ways in which the notion of customer service has expanded to

encompass the broader area of customer care. Within these areas of service and customer

care, we shall look at the role that the ‘people’ element of the marketing mix plays in marketing

efforts. We shall look at why service and customer care have become increasingly recognized

as critical factors in the success of any business, whether it is concerned with providing

services or selling products.