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Reviews the role of service in the marketing mix with regard to its possibilities, using organizational examples as an illustration. Outlines an approach to service strategy and examines its cost limitations. Suggests that the increasing complexity of products and more intense competition must be reviewed with regard to the service being provided for the customer in order that they receive more benefits.

The Howard Shuttering Contractors case throws considerable light on the importance which the tribunals attach to warnings before dismissing an employee. In this case the tribunal took great pains to interpret the intention of the parties to the different site agreements, and it came to the conclusion that the agreed procedure was not followed. One other matter, which must be particularly noted by employers, is that where a final warning is required, this final warning must be “a warning”, and not the actual dismissal. So that where, for example, three warnings are to be given, the third must be a “warning”. It is after the employee has misconducted himself thereafter that the employer may dismiss.