HORT 261 Lecture Notes - Lecture 10: Customer Service, Swot Analysis, Event Management
Document Summary
Swot: strengths, weaknesses, opportunities, threats! (cid:862)brick a(cid:374)d mortar(cid:863), o(cid:374)li(cid:374)e o(cid:374)ly, (cid:862)outta the ho(cid:373)e(cid:863) Advertising effort: effective only when coordinated with an overall marketing plan: print, direct mail, coupons especially. Use of (cid:862)ope(cid:374) houses(cid:863: christmas, wedding fair, atte(cid:374)da(cid:374)ce a (cid:862)(cid:373)ust(cid:863) Participation in civic events: presentation of design work, causal support: cancer, hear, foundations, etc. Service begins : when answering the phone, greeting the customer through the door. Continued quality service: product as expected, prompted completion, contact with customer as needed, charges, delays, confirmation. Salesmanship of goods and services: the indecisive buyer, the unknowledgeable buyer. Consultation of planned events: wedding, prom, graduation, event. Facility costs: building cost, taxes, utilities. Operational costs: advertising and promotion, contractual work, labor health plans, taxes, retirement. Pricing: product cost, supply/hard goods, overhead. Profitability: enough to cover year-round operation, future investments, owner profit. Ethical: customer gets what they pay for, custo(cid:373)er ser(cid:448)ice is (cid:862)priceless(cid:863, perceived value: lots of visual value. Pricing strategies: ratio markup, percentage markup, divisional pricing.
