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Lecture 6

GRA 230 Lecture 6

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School
Ryerson University
Department
Graphic Communications
Course
GRA 230
Professor
Christopher Smyth
Semester
Fall

Description
GRA 230 October 24, 2013 Lecture 7 Chapter 26 –unique selling position ­why you are in business? Need to know this  ▯thus have to have a unique selling position ­know what you’re selling? ­could be a quality product ▯ example: quality printer for LCBO ­offers excellent service ▯ quick turn around ­specialize variable data printing services  ▯expertize  ▯key thing ­wide format printing ▯ 24 ft machines, printing, billboards ­specialize on packaging (profits) ­successful companies ▯ reliable service, mix of skills is also a key thing to have and to know  ▯having reliable services  ▯that’s why people keep going ­companies have mission statements ▯ defines what they do  ­understanding the steps to explain in a way that the customer will understand ­some companies have all the services under one roof ­companies that offer technical expertise ▯ packaging help the customer know the way it’s done ­getting in toon with the customer   ▯being able to reveal your hidden assets (be unique) ­everyone in contact with customer should have customer service training ­unique selling position USP  ▯clean genuine, completing (keep people interested and makes people want to know what’s  going on)  ▯should be able to explain in a minute or less Chapter 27­ which industry should you target ­e­commerce (being able to sell online) ­20% of customers provide you with 80% of business and profit ­if you focus on expertise it will generate greatest profit ­and spend time on being efficient in other places ­print buyers like to do business with company’s that do customized business with them  ­to keep in mind when targeting industries ­bell is going to look up into everyone’s system and find ways to track what they see and do on  like to better advertise ­most successful printers are those develop marketing campaign targeted towards the right  companies ­Example: if you don’t have the right equipment, then it’s a waste of time and you’re wasting  customers time ­if you want a promotion or raise ▯ articulate how you’re providing value to company and  customers Chapter 28­ AIDAR curve ­good marketing converts suspects t prospects ­prospects into trail customers ▯ trial customers to loyal customers ­without advertising how would we be able to know what to by  ▯example: apple compares iPods ­sometimes there’s bad advertising  ▯example: roof of car coming down to 16 sect
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