MKTG6003 Lecture Notes - Lecture 11: Delphi Method, Cost Leadership, Customer Relationship Management
4 Sep 2018
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Trend impact analysis: combines statistical forecasts (of past performance) with human judgment (often from delphi technique, human judgment inputs new information into the model. It adds qualitative assessment to a historical forecast. Some teams would have done tia in the sim game by forecasting likely competitor actions. Which may result in a product orientation only: the elements can be used independently. It is more transactional (one-off sales) based, than a long-term relationship view: there is a limited view of branding, interactive communication, customer relationships. With each p being a lever to push/pull. The othe(cid:396) p(cid:859)s: people (part of internal marketing) Sales people, customer service, call centre, repair staff, deliver staff (and the staff who support them: process (steps required to acquire the product) Apply to university, getting a credit card, ordering food at subway, checking into a hotel: physical evidence (cid:894)(cid:862)clues(cid:863) to likel(cid:455) (cid:395)ualit(cid:455)(cid:895)
