BU2108 Lecture 4: Lecture 4 - 7 Marketing P's
Document Summary
View rubic - marketing criteria ; write it out. Show understanding, reflect, and identify strengths/weaknesses (critical incident) Discipline language (service failure rather than the service was slack) (no contractions, wasn"t / How do sustainable marketing issues shape the service product firm / experience on the 3 key dimensions (environmental, economic and social) Critical points in your experience and note down. Take lots of notes and include as much info (about marketing and service principles) Set context: place, location, date, time, physical environment (promotion), first impression. Explain how the caf performed according to the 7 indicators (in detail, but not explicitly label them) In house advertisement encouraged up selling and compulsive purchasing. Preshadow critical indicident with 7 p"s before you get to it at the end. 3 types of research (exploratory, descriptive and casual) To create value for customers and build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want.
