CHAPTER 15 CUSTOMER SERVICE, PRODUCT AND DISTRIBUTION STRATEGIES To be successful in the long run , small firms must develop and maintain loyal customers, as it costs for more to replace than keep one. There are three basic beliefs that forms the foundation of customer loyalty: 1. Superior customer service creates customer satisfaction 2. customer’s satisfaction produces customer loyalty 3. Small firms possess great potential for providing superior customer service Failure to emphasis
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culture better or worse? Should there be less advertising in our society? These question and many other questions I was asking myself while I was watching this report. No one can deny that consumers need the advertisings, but not which kind of advertising they need. Consumers need only the honest advertisings. They need it to inform them about the new product, new promotion or sales of an existing product, hours of operation, and so on. I do not have any problem with the fact of existing of the advertisings
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Summary of Marketing Week 1: Chapter 1+8 and 4 Week 2: Chapter 5 and 6 Week 3: Chapter 9 and 10 Week 4: Chapter 3 Week 5: Chapter 11+12, 13 and 14 Week 6: Chapter 15 and 16+18 Week 7: Chapter 19 and 20 Chapter 1 - Marketing now Chapter 3 - Strategic marketing Chapter 4 - The market environment Chapter 5 - Consumer markets Chapter 9. Segmentation and positioning. Chapter 10. Competitive strategy. Chapter 15. Integrated marketing communications strategy. Chapter 19 - Managing market
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northeast supermarkets. Steve Sears, the company’s Vice President of Marketing, hired Ann Banks as the new marketing director to uncover the potential Vivio had as a national leader in the Italian sausage market by strengthening its presence across the nation’s supermarkets. Banks faced the challenge of either developing Vivio as a national product or creating a new distinctive identity of the Italian sausage by marketing it under a different name or even under the recognizable Saxonville company
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Unit IV Assignment Question 1 According to the Textbook, The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” Brands identify the source or maker of a product and allow consumers either individuals or organizations to assign responsibility to for its performance to a particular manufacturer or distributor
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BUSINESS ENVIRONMENT UNIT:1 Introduction Business may be understood as the organized efforts of enterprises to supply consumers with goods and services for a profit. The following essay contains some details about the business environment such as types of organisations, EU rules and regulations policies of the market control. 1.1 Identify the purposes of different types of organisation. 1. Sole traders The sole trader is a common form of business ownership and is found in a wide range
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MCM -116 : Marketing Management Session – 4 MARKETING QUOTE “The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.” …Seth Godin: on consumer behaviour in marketing TOPICS • Human Motivation • Consumer Buying Behaviour • Consumer Buying Roles • Consumer Buying Process • Types of Buying Behaviour MOTIVES A need becomes a motive when
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Foundations… Marketing Strategy: The marketing logic by which the business unit hopes to create customer value and achieve profitable customer relationships. This process involves marketing segmentation, market targeting, differentiation, and positioning. Market Segmentation: Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
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products by associating them with star athletes. Children and adults want to wear Nike's products to feel some association with these star athletes (like David Backham). It is not the physical features that drive demand for their products, but the marketing image that has been created. Buyers are willing to pay extremely high price premiums over lesser-known brands which may offer the same, or better, product quality and features. The benefits of brand equity for : Brand Equity
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satisfying basic customer needs. Important questions that should be taken into consideration are what is our business, who is the customer, what do customers value and what should our business be? 2) Business portfolio planning involves two steps (1) the company must analyze its current business portfolio and determine which business should receive more, less, or no investment. (2) it must shape the future portfolio by developing strategies for growth and downsizing. First marketing provides a guiding
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