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Marketing Exam Study! Needs/wants/demands Societal marketing concept Marketing management orientations Strategic planning Defining a market-oriented mission Growth Strategies/Product-Market Expansion Grid What are services? Distinctive service marketing challenges 8 P’s of service Enlightened marketing Environmentalism Consumer concerns of Marketing Macro environment vs. microenvironment and their components Marketing Intelligence Research Objectives: exploratory, descriptive, causal Innovation Adopter Categorization Consumer market Consumer buyer behaviour Four categories of service Marketing Segmentation Target marketing Market positioning Requirements for effective segmentation Four service focus strategies Important vs. determinant attributes Establishing service levels Jack Trout’s four principles of positioning Goods, Services, and Experiences Goods and services classifications Total Quality Management Brand Sponsorship New product development strategy Product Life cycle Style, fashion, fad General Pricing Approaches New product pricing strategies Price-adjustment strategies Flowcharting

Core product & Supplementary services (flower of service) Competition-based pricing (services) Value-based pricing (services) Conventional distribution channel vs. vertical marketing system Marketing logistics and supply chain management Marketing communications mix

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Push vs. pull strategy Stimulate or dampen demand to match capacity Overcome the problems of intangibility Service blueprints Service process redesign Customers as partial employees Jay customers Capacity constrained service organizations Productive capacity 5 approaches to managing demand Queue configurations Elasticity in the service sector From excess demand to excess capacity Service employees are crucially important The cycle of failure Train service employees actively Empower the front line How to identify the best candidates Unions Four advantages to incremental profits of a loyal customer Customer relationship management

Membership relationships and loyalty programs Reducing customer defections 5 different perspectives of service quality Gaps in service design and delivery Customer-driven approaches to improve productivity Reducing interfunctional conflict Service-profit chain 4 levels of service performance John Kotter’s 8 stages of leadership Evolution versus turnaround Leadership, Culture, and climate


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