MK222 Lecture Notes - Lecture 6: Customer Satisfaction, Customer Relationship Management
26 Jun 2018
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● Tactics and Strategies, where does PR fit?
○ It fits within both
○ Brand needs to come up with tactics to complete their strategy
○ PR is a communication tactic of Brand
● Key attributes
○ When you say a brand name what are the first things that jump out at you
■ Bites of Boston
● Personal
● American/Pub Food
● Curated/Planned
● Unique
○ Only in South Boston
○ Only in Allston
● Informational
○ HAC
■ History
■ Architecture
■ Culture
● Adventurous
● Total Product Concept
○ Components
■ Core Product
● Fundamental customer Benefit
■ Expected Product
● Base set of buyer’s expectations about the product
■ Augmented Product
● Differentiated features and capabilities with emotion “WOW factor”
■ Potential Product
● All future features and capabilities of the product
○ What happens is that the augmented eventually becomes the expected, as
people try to catch up
○ Dentist Example
■ Core Product
● Clean, healthy teeth
■ Expected Product
● Friendly
● Experts/have degree
● Clean
● Professional
● Gentle
● Respectful
● Efficient
● Specialized
