MKT 3401 : Test One In Class Notes MKT 3401
Document Summary
Societal orientation- giving the customer what they want and need while keeping our society safe; sustainability; what to be seen as a good. Steward (ex: cvs eliminating cigarettes- creating a company brand that separates themselves) Customer value- value is critical; (customer value= benefits costs) create the benefits, sell the benefits. Customer satisfaction- the customer wants to leave happy; you want the customers to talk good about you and rate your company well; you want them to feel like you cared. Customer service- 63% of people will change a purchase decision based on the indifference of one person. 77% of people who have a bad experience will tell at least one person. 7% of people who have a bad experience will tell the service provider. What happens when customers switch: core service failure (at&t, cox, directv, service encounter failure (can"t give this if you can"t understand personal brand and truly caring about the customer) service has to be the ante.
