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1

Definition of Marketing?

Marketing is concerned with the firms relationship to customers

It can provide long-term value to firms if done right 

Crucial in a market with multiple sellers and diverse customers

2

Marketing's Dual Character

  1. Leadership philosophy: Strategic management, guiding activities of all members of an organization
  2. Managerial Function: Marketing Management, everyday-marketing, campaigns, research 

3

The 4 P's?

  • Product
  • Price
  • Promotion
  • Place

4

Product in the 4 P's

  • Product variety
  • Quality
  • Design
  • Features
  • Brand name
  • Packaging
  • Sizes
  • Services
  • Warranties
  • Returns

5

Price in the 4 P's

  • List price
  • Discounts
  • Allowances
  • Payment period
  • Credit terms

6

Promotion in the 4 P's

  • Advertisement
  • Personal selling
  • Sales promotion
  • Public relations

7

Place in the 4 P's

  • Channels
  • Coverage
  • Assortment
  • Locations
  • Inventory
  • Transportation
  • Logistics

 

8

The new additional 3 P's?

  • People
  • Physical Evidence
  • Processes

9

People in the additional 3 P's

  • Employees
  • Customers
  • Communicating culture and value
  • Employee research

10

Physical Evidence in the additional 3 P's

  • Facility Design
  • Equipment
  • Signage
  • Employee Dress
  • Other tangibles

11

Processes in the additional 3 P's

  • Flow of activities
  • Number of steps
  • Level of customer involvement

12

What is the problem when only considering the 4 P's?

It was invented in the 1940s and thus targets mass marketing over mass media

It is more product oriented than customer oriented and does not justice to service providers

-> relationship management

13

Relationship management?

Is the process of creating, maintaining and enhancing strong relationships with customers and other stakeholders

14

Basic three elements of relationship management

  • Customer recruitment
  • Customer retention
  • Customer recovery

but only of profitable customers

15

Yearly profit of a customer

Long-term customers are more profitable

16

How come frims which don't produce anything in a factory have so much value?

Today customers are value

17

Three key points for strong brands

  1. When they help acquire new profitable customers
  2. help extend existing customer relationships
  3. help prolong existing customer relationships

the main asset that brings cash flow is the customer

18

Customer Livetime Value
CLV

19

Customer Equity

Describes the sum of the lifetime values of all present and future customers

This means investments pay off when they increase the customer equity

20

What approaches are there for customer equity management?

  1. Static perspective
  2. Dynamic perspective

21

Static perspective

Focuses on the customers with the highest CLV

How can I retain these customers how can I gain them?

  • No-cost upgrades
  • Selection for downgrades/denied services
  • Differential complaint handling
  • Waiting time in call center
  • Loyalty program status
  • Special phone number
  • Added services

Differential treatment for these customers

22

Dynamic persective

Focuses on those customers for which CLV increase has the highest return on investment

Which customers are reactiv

  • Increasing relationship length
  • Increasing relationship breath (# of transaction, cross-selling)
  • Increasing relationship depth (frequency of purchases, purchase value)
  • Reduce per-customer costs (migrate to self-service)

23

Customer Loyalty

Loyalty is a multidimensional construct (repurchase, word-of-mouth, cross selling intentions)

According to industry can either be contractual or non-contractual

24

Customer Loyalty
Net Promoter Score (NPS)

It asks the question:
"How likely is it that you would recommend our company/product/service to a friend?"

Scoring is based on a 0 to 10 Scale

  • %Promoters (9, 10) - %Detractors = NPS

it is still not recommended to use NPS as a predictor for financial performance 

25

CLV Modes

They are forward looking investment models based on
prediction. In these models, customer retention as well as the varying degree of customer cashflow
are considered directly or indirectly. The customer relationship is viewed as an investment or
asset.

26