“Marketing” Creating Customer Value and Satisfaction. Objective : Defining what marketing is and introducing its basic concepts. What is Marketing?. Marketing is not selling or advertising.
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Objective: Defining what marketing is and introducing its basic concepts.
(e.g. self-fulfillment, etc.)
(e.g. self-respect, status, success, etc.)
(e.g. affection, love, friendship, etc.)
(e.g. security, protection, etc.)
(e.g. food, water, air, etc.)
(Mathieson and Wall, 1993)
Disney World, Orlando satisfied (satisfied according to the needs of our cultural group) before our interest will focus on higher level needs.
situation. (1) when the demand for a product exceeds the supply (2) when the product’s cost is too high and improved productivity is needed to bring it down. E.g. Henry Ford’s “Model T”, TI watches.
companies use the selling concept when they have overcapacity. This concept focuses on creating sales transactions rather than on building long-term, profitable relationships with customers.
Objective: In response to the knowledge and forecasts on the customer’s needs and wants, discussing how products are put together.
Objective: discussing four distinguishing characteristics of services and several things management of service firms can do to increase the effectiveness of their business.
There are four distinguishing characteristics of services. They are;
Four Seasons, Istanbul consumers as a fusion of readily understood values and benefits.
Tangible evidences such as promotional materials (e.g. brochures), employees’ appearance, and the service firm’s physical environment help tangibilize the services.
Managing Capacity operate at a maximum capacity and remember that their goal is
In order to manage capacity with fluctuations in shortterm demand, the following actions are available;
Managing Demand operate at a maximum capacity and remember that their goal is
For managing demand (when demand exceeds capacity), the following strategies are available;