MKT 100 Lecture Notes - Lecture 2: Customer Service, Operational Excellence, Competitive Advantage

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

Sustainable competitive advantage something the competition. Marketers trying to achieve sustainable competitive advantage doesn"t or better cant do that the consumer cares about. Based on customer excellence operational excellence locational excellence. High perceived value+ effective branding and positioning. West jet good service is cheap, good service = good value. Planning phase step 1: business mission + objectives. Implementation phase step 3: identify opportunities *segmentation. Step 4: implement marketing mix *product *price. Control phase step 5: evaluate performance by using marketing metrics. Step 1: define the business mission & objectives. What they want to do for the customer, cause the people can capitalize on. Step 2: conduct a situation analysis using swot. Internal = strengths things the company does well, has a leg up on. External = *opportunity something happening outside the business that it. Threats things happening outside the company that can negatively affect business.