Professional Documents
Culture Documents
Marketing Management
Marketing Eras: 1900 1930: 1930 1960s: Selling Orientation, Push Sales to gain market share 1960 -1980s: ??????????????, Find out what the customers want, then develop products to satisfy them! 1990s Today: Societal Marketing orientation,
Customer Retention
What is it? Its about reducing customer defections, leaky bucket theory replace disloyal customers. Customer defection is getting easier and easier every year. Retention Rate is the % of the total number of customers who have repeatedly placed an order over any 12 month period compared to the total number of customers in the same period.
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4 Ps
The Marketing Mix
Product Development Management Features/benefits Branding Packaging After-sales service Price Costs Profitability Value for money Competitiveness Incentives Promotion Communication mix Advertising Sales promotion Sales Public relations Direct marketing Place Access to market Channel structure Channel management Retailer image Logistics
Segmentation, Targeting and Market Positioning Managing products over the lifecycle Developing new products Brand Management The Marketing Plan
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Segmentation Defined
Segmentation is the art of discerning and defining meaningful differences between groups of customers to form the foundations of a more focused marketing effort.
Mass Market Niche MicroMarkets The individual
Segmentation Continuum
Services Marketing
Specific characteristics of Services The Servuction System Model The Five Gap Model of Service Quality Defection Management and Customer Retention Management
The production process of services has been called the servuction process (Eiglier and Langeard, 1977) It refers to the simultaneous production and consumption of services. The customer is present when the service is produced The customer plays a role in the servuction and the delivery process Customers interact with one another during the servuction process and may be affected (positively or negatively) by this interaction