SOM Assignment no
Assignment # 2
Marketing of Services
Submitted To: Prof. Dr. Rana Asghar Ali
Submitted By: Abdul Haleem Sulehri
Class: MSBA(1)
Dr. Beckett (Case Study)
Question no. 1
Which of the eight elements of the service marketing mix are addressed in this case? Give examples of each “P” you identify. Product Elements:
Answer.
Product Element:
Beckett’s core product is dentistry services in a quality environment. All facilitating supplementary services increase the value of her core product. She tries to differentiate her core product from her competitors in terms of quality.
Place Element:
Place is the Dr. Beckett’s Dental Office. Time can be the working hours of the office.
Process Element:
Patient is the direct recipient of dental service, so it is a people processing service. Patients must be physically present to receive the service.
Productivity Element:
She wants to differentiate her service in terms of the quality. She moved a new office to provide an efficient environment for employees.
People Element:
Dr. Beckett employees are her people. She motivates her staff with training, vacations. She gives importance to her staff’s suggestions and staff‘s motivation increases.
Physical Environment:
Dr. Beckett’s new office is modern and attractive. Her staff wears uniforms which match with the decoration of office.
Price Elements:
Price is higher than other competitors. Other than financial costs, patients have non-financial costs which can be listed as: physical, psychological and time expenditures.
Promotion Element:
There is no advertising. Main tool is “word of mouth”. They use VCR to show the dental processes. Also a literature is available for the patients about after treatment procedures.
Question no. 2
Why do people dislike going to dentist? Do you feel Dr. Beckett has addressed this problem effectively?
Answer
Patients can have nonfinancial costs in dental service. These are psychological, physical and time cost. Yes,
Marketing of Services
Submitted To: Prof. Dr. Rana Asghar Ali
Submitted By: Abdul Haleem Sulehri
Class: MSBA(1)
Dr. Beckett (Case Study)
Question no. 1
Which of the eight elements of the service marketing mix are addressed in this case? Give examples of each “P” you identify. Product Elements:
Answer.
Product Element:
Beckett’s core product is dentistry services in a quality environment. All facilitating supplementary services increase the value of her core product. She tries to differentiate her core product from her competitors in terms of quality.
Place Element:
Place is the Dr. Beckett’s Dental Office. Time can be the working hours of the office.
Process Element:
Patient is the direct recipient of dental service, so it is a people processing service. Patients must be physically present to receive the service.
Productivity Element:
She wants to differentiate her service in terms of the quality. She moved a new office to provide an efficient environment for employees.
People Element:
Dr. Beckett employees are her people. She motivates her staff with training, vacations. She gives importance to her staff’s suggestions and staff‘s motivation increases.
Physical Environment:
Dr. Beckett’s new office is modern and attractive. Her staff wears uniforms which match with the decoration of office.
Price Elements:
Price is higher than other competitors. Other than financial costs, patients have non-financial costs which can be listed as: physical, psychological and time expenditures.
Promotion Element:
There is no advertising. Main tool is “word of mouth”. They use VCR to show the dental processes. Also a literature is available for the patients about after treatment procedures.
Question no. 2
Why do people dislike going to dentist? Do you feel Dr. Beckett has addressed this problem effectively?
Answer
Patients can have nonfinancial costs in dental service. These are psychological, physical and time cost. Yes,