Marketing Services Strategies

Marketing Services Strategies

Introduction

In this paper we will describe the case of company marketing service strategies which has been unable to meet the customer expectations. The study would provide the case of Apple Newton which was introduced in 1992 and was unable to meet the expectation of customers. Expectations plays an important satisfying the customers and create loyalty. Loyalty benefits the company when the company is able to achieve an adequate level of customer expectations. If customer expectation is high, the customer may be disappointed if the service provided is not up to the mark.

The level of expectation must be maintained in receiving the product to give more than what has been offered to reach a state of satisfaction. Dissatisfaction is created when the product or service does not meet the requirements or expectations of the customer. Satisfaction occurs when the customer feels that the product matches expectations. Complacency is the level that customer experiences and service or product are beyond their expectations (Yap, Sweeney, 2007). The factors such as satisfaction, dissatisfaction and complacency claim that having fully satisfied or pleased customers is one of the key factors for success in business. For doing this, a company needs to determine the levels of customer satisfaction.

Issues faced by the product

In 1992, Apple computer introduced a hand held message pad known as Newton, which was popularized as a personal digital assistant and was capable of transmitting data electronically and sending and receiving faxes. At first, Newton was sold strongly to the adopters of early technology who were dissatisfied with the hardware and software (Goldman, 1993). As a result, the product sales fell short of expectations and the product was reintroduced and revamped in 1994. This time the improved Newton was still unable to meet the customer expectations of hand held and cheap device that can without a glitch communicate anywhere as promised by Apple. After reintroduction the sales were more promising.

The initial launch of Newton was not only miserable but it also harmed the future of product line (Palmer, 2003). Within this overall context, the challenge arises for organizations is to achieve delighted customers by delivering them increased value, but in a way that is profitable for the company, because in the end, company justifies its existence to achieve benefit.

There was a need to establish strategies which could have helped in making the product successful and these strategies would be discussed in the paper as if they have been implemented could have helped in making the product successful. The steps which should be taken in this regard include:

To make the product successful, providers should offer best service and ensure to the customers that the product they are purchasing is accompanied by the best service by the supplier, the best cost, best quality of service or product, and that this is seen especially to meet the needs of the customer.

To succeed in customer expectations, service providers should establish a relationship with the client that should be based on day to ...