英國大學(xué)市場營銷講義(一)1(編輯修改稿)
2025-01-29 02:04 本頁面
【文章內(nèi)容簡介】 understanding and responding to customersStructure and systems216。 structure based on strategy216。 team workMarketled strategy216。 Linking distinctive petencies to market opportunities216。 Competitive advantage the driving forceImplementation216。 people216。 incentives216。 munications216。 persuasionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8Creating Customer ValueProduct benefitsService benefitsRelational benefitsImage benefitsMoary costsTime costsEnergy costsPsychological costsCustomer valuePerceived benefitsPerceived sacrificePositive NegativeCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 9Creating Customer SatisfactionDelightNeutralDissatisfactionAbsent FulfilledPresence of the characteristicCustomer satisfaction‘Delighters’‘More is better’‘Must be’CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Brittany FerriesBrittany Ferries promote the benefit of relaxation10CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 11An Effective Marketing MixEffective marketing mixMatches customer needsCreates a petitive advantageWell balancedMatches corporate resourcesCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 12Marketing Mix and Customer NeedsCustomer needsKey customer requirementsCompetitive advantageMarketing mixCHANAKA JAYAWARDHENABSP 022 MA
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