MKT 3401 : Marketing 3401 Mid Term Study Guide
Document Summary
Do you dress and act like them? with power more than people who don"t have power: charisma- overall delivery/presence/poise, personal brand: = p1+p2+v+t, = performance + personality + visibility + trust. 3 types of presenters: show runner: polished, skilled, professional, neophite: good but not great, the artist: eccentric, different, not traditional. Three key marketing concepts: customer value, formula: benefits costs = customer value, benefits must outweigh the costs, customer satisfaction, good customer service leads to good customer satisfaction (canes. Admit to failure and have a genuine apology for customer. Reasons customers switch: core service failure, you are unhappy with the service. Moment of truth: is failure, what are we going to do. Marketing/management philosophies: product orientation, when a company looks inward to see whatever they do best/ what they are better at than anyone else. 4 good things that come from customer satisfaction: referrals: your opinions, little different than word of mouth.
