MKTG 451 Lecture Notes - Lecture 1: Clear Communications, Four Square, Starbucks
20 Sep 2017
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The role of sales = repeat sales. The role of marketing = set up a mutually beneficial exchange. Make sure the customer knows what they want. Mass consumerism begins: makes people who never thought they needed anything, want things and buy things. New model: value, people (cid:449)ill pay a(cid:374)ythi(cid:374)g if they thi(cid:374)k it"s a good deal for the(cid:373, offering, awareness, access, where it is placed (example in grocery store they rent the aisle space out to companies, people. It only works with clients and partners: when trying to sell an offering, it is the person that is making the decision that is critical, starbucks selling the experience, not the coffee. **four square: maintain core, regain share (returner sales), innovations (new to target consumer), gain share. *** if you make it about money, it becomes about money. S. a. p system: stops everything stop all production, very linear, german system. Want to know what salespeople say is true.
