MKT 3401 Study Guide - Midterm Guide: Customer Satisfaction, Mass Marketing, Marketing Mix
Document Summary
What is important to be successful: know how to market yourself, know how to sell yourself, networking (knowing people, maintain contacts. What traits are needed for success: creative, aggressive, smart, honesty. According to al mehrabian, how do you sell/present yourself: 38% of presentation is vocal delivery. Rate, volume, and pause are also critical: 55% of presentation is visual delivery. Most important factor is facial expression: 7% of presentation is verbal arrangement. 3 key marketing concepts: creating customer value. Benefits costs = customer value: customer satisfaction. How you can make their experiences pleasant: developing long-term relationships. Credibility: how people perceive you and your believability. 7 reasons that people switch company loyalty: core service failure. Applies to the service you were buying: service encounter failure, price. 75% of people with a bad experience will tell at least one person. Only 7% of people with a bad experience will tell the service provider.