MKTG 150 Lecture Notes - Lecture 3: Alternative Civilian Service, Determinant, Services Marketing

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puceyellowjacket406

3 Mar 2019

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Understand how customer, competitor, and company analyses (the 3cs) help a develop a customer-driven services marketing strategy. Customer needs and related characteristics and behaviours. Know the key elements of a positioning strategy and explain why they are so crucial for services fimrs. Diving population of possible customers into groups with common service related characteristics. Simliar needs within same segment, different needs between segments. Unique place in the minds of customers. Differentiation forms first step to creating unique postioning. Segment customers on the basis of needs before using other common bases to further identify and profile the segments: firms vary widely in ability to serve different types of customers: ~ adopt strategy of market segmentation, identifying those parts of marjets can serve best. ~ a market segment is composed of a group of buyers sharing common: characteristics, needs, purchasing behaviour, consumption patterns, various ways to segment markets: ~ demographics: on its own will not result in meaningful.

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I am so confused as to what i am supposed to do... This is allthe directions the professor gave us but i am confused.

TERM PROJECT: Marketing Plan

The term project consists of developing a marketing plan forestablishing a new boutique gift shop in the ChamplainValley This project enables you to integrate the manydimensions of marketing that make up the marketing plan. You willacquire the planning discipline, understand the role of morespecialized marketing courses (i.e., advertising, consumerbehavior, marketing research, etc.) in marketing planning, anddevelop an applied practical as well as theoretical understandingof marketing.n

Please note that the project is an individualassignment and not a group assignment.

Marketing Plan Part 1: Situation Analysis(Uncontrollable elements)

1.1 Company analysis of objectives and resources

Objectives
Resources
Other marketing strategies and programs
Opportunity analysis
Ethics and social responsibility
Gathering company information

1.2 Customer analysis

Learn more about customers and customer behavior
Define the Product market
Apply this information for segmentation and targeting
Gathering customer information

1.3 Competitive market analysis: Competitor matrix

What companies are our main competitors
What is the marketing strategy for each of these firms (TM +4Ps)
What is each firmâs positioning
What are each competitorsâ strengths and weaknesses
How would the competitor react to changes in our marketingstrategy

1.4 External Market environments

Economic environment
Technological environment
Political and legal environment
Cultural and social environment

1.5 SWOT analysis (Strengths, Weaknesses, Opportunities andThreats)

1.6 Marketing plan objectives (emerge from companyobjectives)

1.7 Differentiation and Positioning

violethyena106

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With respect to social marketing, nonprofit organizations shoulddo all of the following except

restrict the sharing of information, such as allowing people toshare personal stories, due to privacy concerns.

allow people to feel like they are doing something.

understand what motivates people to take up causes.

use social media that allow the use of digital photos, video,and gaming skills.

have metrics to assess the effectiveness of its social mediaactivities.

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56 Top of Form

Which of the following statements about services ismost accurate?

Although a major contributor to GDP nationally, services playonly a minor role in GDP on a global scale.

Exports of services is one of the few areas in which the UnitedStates has a trade surplus.

Whether tangible or intangible, the marketing of services isexactly the same as the marketing of products or ideas since theyboth satisfy customer needs.

There is much more in common with the marketing of services andbusiness products than there is between the marketing of servicesand consumer products.

Very few jobs in the United States are in the servicessector.

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64.

Satisfying consumer needs is accomplished by

identifying target markets.

designing a marketing program.

developing a distribution strategy.

discovering consumer needs.

conducting marketing research.

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66.

Recent research suggests that employees' competence, __________,and sincerity of their interactions affect the success of therelationships.

friendliness

empathy

authenticity

responsiveness

reliability

1. What are the steps of the marketing process?

2. By using customer roles and profiles, define the target market?

3. Describe and define the major methods for conducting marketing research?

4. How do you develop your value proposition?

5. What are the steps involved in organizing a marketing plan?

6. Describe the characteristics of goods and services?

7. Define the total product.

8. Differentiate the stages of new product development.

9. What is the impact of the product life cycle.

10. Describe the marketing funnel and the stages in the customer development process

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MKTG 150 Lecture Notes - Lecture 3: Alternative Civilian Service, Determinant, Services Marketing

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