GLBL Marketing

• Customer demand
• Competition
• Technology

• a) Acts, deeds, performances
• b) economic activities whose output is not a physical part
• c) An integral part of many manufactured goods

a.    Perishable

•                                               
• i.     Cannotbe stored

•                                             
• ii.     No inventory

•                                            
• iii.     Simultaneously produced and consumed

b.    Heterogeneous

•                                               
• i.     Service provider changes

•                                             
• ii.     Service delivery changes

•                                            
• iii.     Service environment changes

•                                            
• iv.     Provider and consumer participate simultaneously

c.    Operational Excellence

•                                               
• i.     Purchasing a ticket à completing a flight

d.    Encounter Based

e.    Non-conditional Guarantees

f.     Intangible

g.    (Xcellent) Excellent People

(P.H.O.E.N.I.X)

• Consumer goods
• Durables
• Industrial
• Services

• Product
• Price
• Promotion
• Place
• +++
• People
• Process
• Physical Evidence

• Relatibility - Ability to perform
• Responsiveness - being willing to help
• Assurance - Inspiring trust
• Empathy - Treating customers as individuals
• Tangibles - representing the service physically

• Over promise =knowledge gap
• Lack of communication
• Failed to enable promise

• Formal (NDA, Contract)
• Informal (Trust, handshake)

• Strategy
• Operations
• Marketing

• Employee satisfaction
• Financial
• Customer satisfaction

• Click throughs
• Impressions

• Postion the product
• Provide ideas for usage
• Inform customer where to buy
• create brand awareness
• Develop retalier interests
• Reinforce customer purchase decision

• product has hidden qualities
• emotional appeals can be used
• mass media can convey message
• sales volume support the cost
• brand loyalty is at stake

• Coupons
• sweepstakes, lottery
• buy one, get one free
•  

• reinforce ad message at point of sale
• trigger impulse buying
• generate consumer excitement
• stimulate switching

Change behavior

• Motives - target audience
• Messages - tell them what they like to hear
• Media - selection, scheduling
• Money - Budget
• Measurement - Evaluation other campaign

• Awareness
• knowledge
• interest
• trial
• purchase

• Regulation
• Culture
• Language

A prediction of the net profit attributed to the entire future relationship with the customer.

• Non reach pricing
• Develop complementary services
• Reservations
• Inform/communication with customers

• Part time employees
• impose efficiency
• customer participation
• Share/lease capacity