MKT 723 Chapter Notes - Chapter 12: Interactive Marketing, Services Marketing, Internal Communications
14 May 2015
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Corporate culture: the pattern of shared values and beliefs that give the members of an organization meaning, and provide them ith the rules for behaviour in the organization. Culture: the way we do things around here . Characteristics of services that increase the importance of employees: simultaneous production, heterogeneity, and intangibility. Customer contact employees are important in services because they are: the service. Ex. haircutting, physical trainers: the organization in the customer"s eyes. Law firm"s lawyers represent the firm: the brand. Image of the firm, formed by interaction with service employees: marketers. Services marketing is about making promises: services triangle visually reinforces the importance of people in the ability of firms to keep their promises and succeed in building customer relationships. At the three points of the triangle: company, customers, and providers. Between these three points, three types of marketing must be carried out: external marketing.
