ADM 2320 Chapter Notes - Chapter 2: Starbucks, Customer Service, Marketing Strategy

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ysabella Lee

Document Summary

Marketing strategy identifies: a fir(cid:373)"s target (cid:373)arket(cid:894)s(cid:895, a related marketing mix the (cid:1008) p"s. The bases upon which the firm plans to build a sustainable competitive advantage. Something the firm can persistently do better than its competitors that is not easily copied and thus can be maintained over a long period of time. Developing customer value: macro strategies for developing customer value. Customer excellence: retain loyal customers, provide excellent customer service. Spc card, optimum card, starbucks card: operational excellence i. e. netfleix, amazon. Product excellence: high perceived value + effective branding and positioning i. e. nespresso, apple, samsung led smart tv. Locational excellence: the three most important thing in retailing are location, location, location i. e. starbucks, tim hortons. Multiple sources of advantage: multiple approaches, customer value, customer service, customer relations, great prices! What is a marketing plan: a marketing plan is a (cid:449)ritte(cid:374) do(cid:272)u(cid:373)e(cid:374)t to gi(cid:448)e (cid:373)arketers a (cid:862)road-(cid:373)ap(cid:863) for the (cid:272)o(cid:373)pa(cid:374)(cid:455) to (cid:373)arket its product.