South Korea (Marketing Course)
I am not long back from a four week marketing course in Kyungpook National University, Daegu, South Korea. The experience was amazing both from a general view, teaching experience and marketing experience. My students were really eager and did very well on the course which used Cesim Simbrand Simulation (marketing simulation). While taking part of the visiting scholar programme arranged by Kyungpook I took part in their organized tours of historical sites and thanks to some holidays I also got to see more of South Korea traveling to Gyeongju, Busan, Mokpo, and Jeju Island. I may detail more about my experience later and add some pictures but I want to focus more on the marketplace side of things and look at the different approaches to business and marketing.
South Korea more service orientated
Certainly one can view the high quality of service in a historical and cultural point of view whereby purchasers were treated with the utmost respect and served accordingly. However the continued high service levels are impressive in this day and age. Going into a large grocery shop, one could easily contact a member of staff to assist you if you had a query and a number of the assistants appeared to be brand promoters offering samples and advice on their company’s products. Obviously we can point to the high cost of having large numbers of staff available to assist you in Europe but overall we tend to settle for lower service because we have become accustomed to it (there are exceptions of course). We also settle for lower service believing that a high cost will be transferred to the price of the service or product. If we settle for less, we in many cases will receive less and where we receive more we view it as good service. We need to emphasise that efficient service is not such a costly endeavour and that service by front line staff is brand promotion. We can learn a lot from South Korea on how to improve our service levels.
More to come on my South Korean experience.