Strategic thinking and thinking strategically. Market sensing and learning strategy. Strategic market choices and targets. Customer value strategy and positionin g. Strategic relationships and networks. Strategic transformation and strategy implementation.
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implementationThe strategic pathway
Customer satisfaction and customer loyalty
satisfaction and loyalty are not the same
The real customer problem
do we know what service to maximise?
can we deliver what we promised?
happy customers and happy employees?
The problem is strategyThe customer conundrum
The service and quality
I am in
LOVE – I
you were this
You get what
you pay for.
but it’s what
I HATE you
you lied to me!
Impact of service and quality on
External customer satisfaction
“Never mind the
“you WILL be
Customers and markets have changed:
a new phenomenom?
The MySpace Generation –
ok, but they eat, drink, clothe themselves etc
Saga Louts –
The pink market
– women are a new phenomenon
The poor –
too – a novelty!Market shifts and quakes – Consumer markets
Impact of customer power
who play the rules
who break the rules
who make the rulesMarket shifts and quakes – Reshaped business-to-business markets
Radical and disruptive changes in market structures have left traditional marketing behind
The urgent challenge is to update how we “do” marketing to reflect how customers and markets have changed
????How can marketing processes respond?