1.1.1-Introduction
... of an identity for a business that distinguishes it and its products from competitors ...
... of an identity for a business that distinguishes it and its products from competitors ...
The Marketing Concept
... operating cost, not its initial price, is low. Unstated needs, e.g. the customer expects good service from the dealer. Delight needs, e.g. the customer would like the dealer to include an onboard navigation system. Secret needs, e.g. the customer wants to be seen by ...
... operating cost, not its initial price, is low. Unstated needs, e.g. the customer expects good service from the dealer. Delight needs, e.g. the customer would like the dealer to include an onboard navigation system. Secret needs, e.g. the customer wants to be seen by ...
Framework for the analysis of exclusionary abuses
... to those situations where there are restrictive effects on actual or potential competition. However, the Commission’s economic approach needs to be accompanied by clear rules that allow dominant undertakings to predict the legality of their conduct. The difficulty of determining when a series of re ...
... to those situations where there are restrictive effects on actual or potential competition. However, the Commission’s economic approach needs to be accompanied by clear rules that allow dominant undertakings to predict the legality of their conduct. The difficulty of determining when a series of re ...
Direct marketing
... • Welcoming, entertaining environments attract customers who want to do more than just shop. ...
... • Welcoming, entertaining environments attract customers who want to do more than just shop. ...
Slide 1
... firms interact one-to-one with masses of customers to design products and services tailor-made to meet individual needs. • Has made relationships with customers important in ...
... firms interact one-to-one with masses of customers to design products and services tailor-made to meet individual needs. • Has made relationships with customers important in ...
Customer -> financial accountability
... The role of marketing The article researches the role of the marketing function in companies that have a high market orientation, because what is the function of marketing if the firm is all about marketing? The authors take the view that though a firm’s market orientation is undeniably important, t ...
... The role of marketing The article researches the role of the marketing function in companies that have a high market orientation, because what is the function of marketing if the firm is all about marketing? The authors take the view that though a firm’s market orientation is undeniably important, t ...
Market Planning for Value-Added Agricultural Products
... within any broad category: consumers, businesses, industries, institutions etc. Consumer groups, for instance, can be characterized by demographics, geography, lifestyle, values, leisure, occupation. Business customers can be defined in terms of markets, products, management styles, distribution cha ...
... within any broad category: consumers, businesses, industries, institutions etc. Consumer groups, for instance, can be characterized by demographics, geography, lifestyle, values, leisure, occupation. Business customers can be defined in terms of markets, products, management styles, distribution cha ...
08CIV Chapter 21
... the concept that people are normally willing to buy less of a product if the price is high and more of it if the price is low ...
... the concept that people are normally willing to buy less of a product if the price is high and more of it if the price is low ...
13706988319737_Final
... Pepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Around the world, some local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a fast-growing competitor to Coca-Cola. In Bangladesh Rc cola is more competitive, on the o ...
... Pepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Around the world, some local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a fast-growing competitor to Coca-Cola. In Bangladesh Rc cola is more competitive, on the o ...
Marketing history
... Marketers do more than simply adapt to the needs of the target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. No competitive marketing strategy is best for all companies. Each firm should consider i ...
... Marketers do more than simply adapt to the needs of the target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers. No competitive marketing strategy is best for all companies. Each firm should consider i ...
global marketing strategies of titan
... The Company believes that it must so govern its affairs as to optimise satisfaction amongst all its stakeholders, which includes its esteemed customers, providers of capital, employees, those from whom it buys and through whom it sells, the communities in which its primary activities take place and ...
... The Company believes that it must so govern its affairs as to optimise satisfaction amongst all its stakeholders, which includes its esteemed customers, providers of capital, employees, those from whom it buys and through whom it sells, the communities in which its primary activities take place and ...
2016-03-01 1 Strategic Marketing Management
... throughout the organization as to what is to be achieved M Measurable - clearly state tangible targets that can be measured in the future A Aspirational - challenging but achievable, motivational R Realistic - based on sound market analysis, financial, human & physical resources should underpin the ...
... throughout the organization as to what is to be achieved M Measurable - clearly state tangible targets that can be measured in the future A Aspirational - challenging but achievable, motivational R Realistic - based on sound market analysis, financial, human & physical resources should underpin the ...
Sample_Chapter
... Demonstrating and Documenting Customer Value3 Once a salesperson gets a complete understanding of the prospective customer’s specific needs, he/she modifies the company’s value propositions or benefits in line with the customer’s requirements. Successful marketing firms use “value case histories” in ord ...
... Demonstrating and Documenting Customer Value3 Once a salesperson gets a complete understanding of the prospective customer’s specific needs, he/she modifies the company’s value propositions or benefits in line with the customer’s requirements. Successful marketing firms use “value case histories” in ord ...
PDF
... (policy), including monitoring of the compliance of individual cartel members with the agreement. This represents a real challenge for cartel participants and involves substantial costs. First, an individual cartel member has incentives to deviate from the cartel agreement by maximizing his individu ...
... (policy), including monitoring of the compliance of individual cartel members with the agreement. This represents a real challenge for cartel participants and involves substantial costs. First, an individual cartel member has incentives to deviate from the cartel agreement by maximizing his individu ...
Blue Ear - Hans Raj College
... • We prioritize affordability and accessibility. • Today many Indians who would benefit from hearing aids choose not to purchase. when asked why, the most commonly cited reason is high cost. among the 25% who do use hearing aids, the high cost of replacement is a constant frustration and therefore w ...
... • We prioritize affordability and accessibility. • Today many Indians who would benefit from hearing aids choose not to purchase. when asked why, the most commonly cited reason is high cost. among the 25% who do use hearing aids, the high cost of replacement is a constant frustration and therefore w ...
into sixth form study task - Gumley House Convent School
... implications of training and the possibility of disruption to production. The importance of quality might be judged through its impact on sales, its possible use as a Unique Selling Point (USP), the flexibility it can give in pricing decisions and costs. Developing Effective Operations: Customer Ser ...
... implications of training and the possibility of disruption to production. The importance of quality might be judged through its impact on sales, its possible use as a Unique Selling Point (USP), the flexibility it can give in pricing decisions and costs. Developing Effective Operations: Customer Ser ...
AMA Proposes New Definition of Marketing
... communicating, delivering, and exchanging,” however, while it acknowledges that exchange continues to be an important part of marketing, it does not make it the central focus. 5. The 2004 definition included “value” but left the concept ambiguous. Indeed it may be argued that organizations do not “ ...
... communicating, delivering, and exchanging,” however, while it acknowledges that exchange continues to be an important part of marketing, it does not make it the central focus. 5. The 2004 definition included “value” but left the concept ambiguous. Indeed it may be argued that organizations do not “ ...
Risks and Good Practices
... consumer understanding, business partner understanding and so on - Structured, regular monitoring of sales against targeted demographics (such as geography, payment method, distribution channel, product type, customer occupation, customer income, etc.) as defined in the original approved business ca ...
... consumer understanding, business partner understanding and so on - Structured, regular monitoring of sales against targeted demographics (such as geography, payment method, distribution channel, product type, customer occupation, customer income, etc.) as defined in the original approved business ca ...
Service parts pricing
Service Parts Pricing refers to the aspect of Service Lifecycle Management that deals with setting prices for service parts in the after-sales market. Like other streams of Pricing, Service Parts Pricing is a scientific pursuit aimed at aligning service part prices internally to be logical and consistent, and at the same time aligning them externally with the market. This is done with the overarching aim of extracting the maximum possible price from service parts and thus maximize the profit margins. Pricing analysts have to be cognizant of possible repercussions of pricing their parts too high or too low in the after-sales market; they constantly have to strive to get the prices just right towards achieving maximum margins and maximum possible volumes.The after-sales market consists of service part and after-sales service. These areas often account for a low share in total sales, but for a relatively high share in total profits. It is important to understand that the after-sales supply chain is very different from the manufacturing supply chain, and hence rules that apply to pricing manufacturing parts do not hold good for pricing service parts. Service Parts Pricing requires a different outlook and approach.Service networks deal with a considerably higher number of SKUs and a heterogeneous product portfolio, are more complex, have a sporadic nature of demand AND have minimal response times and strict SLAs. Companies have traditionally been content with outsourcing the after-sales side of their business and have encouraged third-party parts and service providers in the market. The result has been a bevy of these operators in the market with strict price competition and low margins.Increasingly, however, companies are realizing the importance of the after-sales market and its impact on customer retention and loyalty. Increasingly, also, companies have realized that they can extract higher profit margins from the after-sales services market due to the intangible nature of services. Companies are investing in their after-sales service networks to deliver high levels of customer service and in return command higher prices for their parts and services. Customers are being sold the concept of total cost of ownership (TCO) and are being made to realize that buying from OEMs comes packaged with better distribution channels, shorter response times, better knowledge on products, and ultimately higher product uptime.The challenge for companies is to provide reliable service levels in an environment of uncertainty. Unlike factories, businesses can’t produce services in advance of demand. They can manufacture them only when an unpredictable event, such as a product failure, triggers a need. The challenge for Service Parts Pricing is to put a value to this customer need. Parts that are critical, for example, can command higher prices. So can parts that only the OEM provides in the market. Parts that are readily available in the market cannot, and must not, be priced to high. Another problem with after-sales market is that demand cannot be stimulated with price discounts, customers do not stock up service parts just because they are on discount. On the up-side, the fact that most service parts are inelastic means pricing analysts can raise prices without the adverse effects that manufacturing or retail networks witness.These and other characteristics of the after-sales market give Service Parts Pricing a life of its own. Companies are realizing that they can use the lever of service part pricing to increase profitability and don't have to take prices as market determined. Understanding customer needs and expectations, along with the company's internal strengths and weaknesses, goes a long way in designing an effective service part pricing strategy.