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Question: Discuss about the Marketing Services of Uber. Answer: Uber Technologies is an American technology company. The head office of Uber is in San Francisco, California, United States. The cab operator is currently operating in 633 cities globally. It develops markets and functions the Uber car transport and food delivery mobile apps. The drivers are using their own cars. Other ways drivers have an option to rent their car. The meaning of the brand is "topmost" or "super", and is originated from the German word Uber (Uber technologies Inc, 2017). (Source: By Author) The brand will be judged on the basis of various service encounters and how the customers can relate to the brand in an effective way. Moreover it is evident for a brand to put a significant impact on the customers experience. The company should try to improving the customer touch points (Armstrong, Kotler, Harker and Brennan, 2015). This can be done by improving the key areas. The organization should not leave any stone unturned while dealing with the customers. In this way they can create an ideal brand in front of the customers. This is the ideal chance for the companies in ensuring effectiveness on a long run. This Essay is based on the impact of encounters made by Uber on the customers by understanding it from real life situation (Wilson, et al 201). Uber is responsible for functioning in a significant way through improvising the services globally. For the purpose the brand has focused on providing competitive services against the local brand. In this way they are able to create a concrete difference. Service encounters do affects the business and hence required to be taken seriously in order to reduce ill-effects (Hawkins, Best, and Coney, 2010). It is the responsibility of the organization to ensure the way in which they can attain significant growth. This ensures an effective way in which the business can be caries in order to gain competitiveness. There are several moments of truth in case of the customer satisfaction, it is impossible to understand the mindset of the customer (Gummesson, 2007). Thus it is important to consider every individual facility associated with the service industry. This is eventually important for an individual to manage the business in term of managing a business on a large scale. Service industry is a mixture of emotions where the customers critic the value of service provided to them in economic sense. They compare the service of each organization on every parameter. There are different factors that allow in managing it further without any problem. There is a necessity to meet the target with the help of an effective service. This is somehow important for the organization in meeting the set tar gets. Hence it has become essential from the point of view of the organization to be a better service provider by organizing business considerably (Mills and Law, 2004). As mentioned above it is important for the business organization to use the services in the best possible way by understanding customers opinion. The service implications are not merely judged on the mathematical tools but also depend largely on the influence that the service has n the customers. The managerial implication is that these services do have a direct impact on the ROI and the market share. The purpose is to gain customer satisfaction by influencing them. This is important in case of the cab services where the trust matters. Customers prefer only safe and credible services (Lovelock, 2011). In case of avoidance of basic facilities the organization can face long term consequences. This can result in failure and can affect the growth when measured on the continuous parameter. Improvements are important for the service industry in order to gain competitiveness. While avoiding various impacts an organization can fail on its motive. These factors are important for the organizat ion while determining the cost. It is important to remove the ambiguity and to work according to the given situation. It is hence important to interact with the customer and to provide them with a better experience so that they feel accomplished. Companies these days are making huge investments in order to gain a competitive advantage. It is therefore necessary to remove the ambiguity by understanding different form of necessary information by minimizing the cost (Solomon, 2014). To conclude, it is eventually necessary for the service industry to make decision according to the needs of the customers. The essay gives information regarding the services provided by Uber and how the brand can create a difference. There is an ideal opportunity for the brand to understand the market opportunities and to work accordingly. By looking onto the current service industry it is evident to put a significant impact on the customers experience. The company should try to improve the customer experiences. This can be done by improving the key areas. In order to attain desired goals it is evident to find out the effective goal in order to create market difference. The organization should make consistent efforts in order to gain results. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education. Gummesson, E., 2007. Exit services marketing-enter service marketing. Journal of Customer Behaviour, 6(2), pp.113-141. Hawkins, D.I., Best, R.J. and Coney, K.A., 2010. Consumer behavior. Implications for marketing strategy, 5. Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India. Mills, J.E. and Law, R., 2004. Handbook of consumer behavior, tourism, and the Internet. Psychology Press. Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall. Uber technologies inc,2017. Online . Available at: https://www.bloomberg.com/profiles/companies/0084207D:US-uber-technologies-inc Accessed on: 15 August 2017 Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.