Marketing in a Non-Price Competitive Economy. By Dr. Leonardo Garcia Jr., CPM Full Professor, De La Salle University-Manila Consultant, Association of Training Institutions for Foreign Trade in Asia and the Pacific (ATIFTAP) Business World Forum June 21, 2008.
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By Dr. Leonardo Garcia Jr., CPM
Full Professor, De La Salle University-Manila
Consultant, Association of Training Institutions for Foreign Trade in Asia and the Pacific (ATIFTAP)
Business World Forum
June 21, 2008
--Attributed to the Greek Philosopher Epicurus
1. Enables companies to be unique and different from other competitors. Quality of product is in focus.
2. The design and distinguishing features of goods and services offered in the marketplace matches the demand and needs of the people in that area.
3. The location of distribution for targeted customers is given importance. Goods reach buyers matching their own convenience and needs.
4. Convenience to the people. Customers can easily see and go to a place where goods and services are offered. Also means the ease in communicating and contacting them in times of need, e.g., hotline numbers.
5. Offers innovation like on-line shopping. Good for people that just stop during meals and sleep.
6. Quality of service given by the employee. CRM is very operational and builds customer loyalty, very true in the case of hospitals, hotels, spa, parlors, even groceries and supermarkets.
7. Above all is the quality of the product. Marketers think “out of the box” in order to entice customers to be interested in what they are offering instead of their competitors, e.g., durable and useful.
--ISO 9000 addresses “quality management”
--ISO 14000 addresses “environmental management”
“Every organization has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the level of the organization’s commitment to quality, excellence, and relationships.”
Asia’s leading marketing consultant
Mining, Construction 8%
Other Services 11%
Source: Bureau of Economic Analysis, November 2002
require customers to visit the
“service factory,” so:
When capacity to serve is
limited and demand varies
widely, problems arise because
service output can’t be stored:
1. If demand is high and exceeds supply, business may be lost
2. If demand is low, productive capacity is wasted
All services can benefit from IT,
but mental-stimulus processing
services have the most to gain:
Involvement in service
delivery often entails
contact with other people
Rethinking the original 4Ps
Adding Three New Elements
By Dr. Nards Garcia, CPM
Full Professor, DLSU-Manila