ECON 2010 Lecture Notes - Lecture 8: Samsonite, Service Recovery, Mass Marketing
Document Summary
The traits to be successful: have to be creative, have to be aggressive, have to be enthusiastic, have to be smart, have to be honest. Likeability, if you are not likable the chance to sell yourself diminishes. You have to be able to manage your personal brand. Your personal brand is what people think about, when they think about you: personal branding: performance is important, personality, visibility, and trust, personal brand = (performance + personality + visibility) x trust. Likeability is the emotional impact you have on someone. The thin slice (1. 24th second to 15 seconds) Wall street journal study: communication skills (person/interpersonal skills, teamwork, honesty, core competency. Sales orientation put the product in someone"s hands who can sell it. Marketing orientation satisfying customer needs and wants. Societal orientation (marketing) satisfying customers" needs and wants. Create customer value: customer value is = benefits cost.
