MKT 3410 Lecture : Class Notes
Document Summary
Test question 1: john camp"s things you need to be successful: market yourself, how do you find the person to talk to and what do you say. Enthusiasm: can"t be a drain or a drag on the company. Personal branding= personality + performance x visibility + trus: learn when to stop and think, etc. Test question 4: things looked for during hiring in study by wsj: interpersonal and communication skills, teamwork, honesty, core competency. Callaway golf clubs- he gives them exposure and draws younger customers. Test question 8: service profit chain: employees job satisfaction, customer value, customer satisfaction, customer loyalty, profits. Test question 9: formula for winning w= p1 + p2 x visibility: p1= personality, p2= performance, your ranking in the industry, the multiplier is visibility, the amount of people the watched/saw it. Read article on customer service, test question on it. Segmentation: is it identifiable, is it responsive, is it substantial.
