Saturday, February 23, 2019
These things that I learned at last lesson 1)Product and service difference essentially Products be tangible and services are intangible. For example Apple Iphone, Coffe mocha coffee at Starbucks are products,but healthy services sector,home repair service,wireless communication,trip to somewhere they dont essence ownership of anything. 2)client vs. consumer customer and consumer are not same things. For example bugger off buy napkin for her baby and then baby consume it in this situation baby is a consumer, m other(a) is a customer . )Sales dont implicate to marketing. Sales cover just marketing but marketing wait on makes the broad strategy. Selling and advertising are only part of larger marketing mix marketers purpose repaying customer needs. 4)Consumer BehaviorThe doings that consumers display in searching for purchasing,using,evaulating and disposing of products and services that they expect will satisfy their needs. When ? decide to buy new product what factors infl uence on me?A)External factorscultural,social,family roles&status,reference groups B)Internal factorspsychological factors(motivation,perception,learning,belief and attitudes) * Consumer behavior includes all the decisions a consumer makes when spending their time and money. The what,why,when,where,and how of consumer purchases are examined. 5)Two consumer entities Personal consumerthe individual who buys goods &services for his or her own use for home plate use. Organizational consumerBusiness,government marketing Concept Production orientationcompany treasured efficient production lines ,not focused product variation.Sales Orientationoverproduction,excess product Marketing conceptfocus on customer,expectations of customer,marketers become more sophisticated in understanding the consumer and exileing products that meet their need. Societal Marketing ConceptConsider consumers gigantic run best interest,in this concept marketers are consciousof negative effect health,environment . * carnival trade trying to give support manufacturer,especially poor companies such as Africa Endonesia. Segmentation, come ining,positioningSegmentshare simialr meet and expectations and enables marketers to target consumers.Divide the total market into little segments. (segmentation) Types of segmentationgeographic,demographic(age gender,family size,family life-cycle Marketing mix The set of tactical marketing tool. 4P=PRODUCT,PLACE,PROMOTION,PRICE. P roductgoods&services combination. Placeincludes company activities that make the product available to target consumers. for exampleusing social networks,internet stores. Promotionactivities that malke product availableto target customers,and persuade. (public relation,advertisement,selling process. Customer valuePerceived value is relative and subjective.Developing a value proposition(unique selling proposition) is critical in attaining successful positioning of a broad Customer trust Recommendation,word of mouth influence on cus tomers,newspaper,websites Customer retention doglike customerbuy more products, are less damage subtile Customer profitibality-focused marketing BCG growth-share matrix=each produsct hs different contribution(star,question mark,cash cow,dog) Platinum- heavy user,not price sensitive Gold-heavy user but not as profitable press out Lead-like dogs in bcg approaches SEYMA TEMEL-135710019Hilton HotelNews Brief Hilton Hotels tops in customer delight http//planyourmeetings. com/2006/06/01/hilton-hotels-tops-in-customer-satisfaction/ By Kristi Casey Sanders Published June 1, 2006 Hilton Hotels Corporation leads the hotel constancy in customer satisfaction, harmonise to the latest statistics from the American Customer Satisfaction Index (ACSI). With a realise of 78 points out of a possible 100, Hilton took the leadership position among the 7 hotel companies mentioned in the survey. Overall, the hotel industry improved 3 percent to 75, equaling its highest score since 1994. Hilton take s heavy(p) pride in its ACSI customer satisfaction score, which confirms the results of an unparalleled focus and committedness by the 74,000 team members at our possess and managed hotel properties across the country to deliver the best in guest service, said Dieter Huckestein, president hotel operations owned and managed for Hilton Hotels Corporation. Hiltons portfolio of 2,000 hotels includes Hilton, Doubletree, Embassy Suites Hotels, Hampton Inn, Hampton Inn & Suites, Hilton Garden Inn and Homewood Suites by Hilton.The ACSI is produced through a partnership of the University of Michigan Business School, ASQ, and CFI Group, which measures customer satisfaction in the matched hotel industry on a regular basis. The ACSI is updated on a turn over basis. New scores for the hotel industry replace those collected one family ago and are added to scores of five other sectors of the economy calculated during the intervening year. One sector that didnt fare well was the flight pat h industry, which dropped 1. percent to 65, its lowest score since the industry was rocked by 9/11. souwest Airlines still rules the industry at 74. US Airways made the industrys biggest jump, improving nearly 9 percent to 62. Northwest Airlines, on the other hand, dropped 4. 7 percent to 61, taking last place in the industry as it deals with strikes and a Chapter 11 bankruptcy filing. The overall decline was attributed to the airlines struggle with labor contracts, bankruptcies and higher fuel prices, leaving consumers feeling they are acquiring less for their money.