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Marketing Exam Study!

  • using automated machines

  • training employees to work more productively

Customer-Driven Approaches:

  • -

    Many situations involve high customer input

  • -

    managers should examine improving customer inputs

  • -

    examine 3 strategies:

    • 1)

      Changing the timing of customer demand (shift demands away from peak

times; offering demand though other channels i.e. internet) 2)Involve customer more in production (customers can assume roles of organization employees) 3)Ask customers to use third parties ( delegating one or more support functions; eg. Delivery team so customer doesn’t need to travel, eg. Travel agencies; third parties can be cheaper and more productive and allow the main organization to specialize on service features)

4 levels of service performance

Service performance can be categorized into four levels:

  • 1)

    Service Losers:

    • o

      organizations that are at the bottom of service quality

      • o

        ‘bottom of the barrel’ from both managerial and customer perspective

      • o

        typically survive because there is no viable alternative

  • 2)

    Service Nonentities:

      • o

        Performance leaves much to be desired

      • o

        Eliminated the worst features of losers

      • o

        Marketing strategies unsophisticated

      • o

        Difficulty distinguishing one from another

  • 3)

    Service Professionals:

      • o

        Different league from nonentities

      • o

        Clear market-positioning strategy

      • o

        Customers seek out these firms based on good reputation

      • o

        Explicit links between backstage and front stage activities

  • 3)

    Service Leaders:

      • o

        “crème de la crème” of their industries

      • o

        service leaders are outstanding

      • o

        reputation of excellent service and ability to delight customers

firms can either move up or down the performance ladder.

John Kotter’s 8 stages of leadership

John Kotter argues that in most successful processes of change management, those in leadership roles must navigate through eight stages: 1)creating a sense of urgency to develop the impetus (momentum) for change

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