“The marketing process consists of analyzing marketing opportunities; researching and selecting target markets; designing marketing strategies; planning marketing programs and organising, implementing and controlling the marketing effort” (Kotler 2003 pg 112).
Customer Satisfaction
An individual’s perception of the performance of the production or service in relation to their expectation. Whether a purchaser is satisfied after a purchase depends on if it offers performance relative to the shopper’s expectations.
Consumers rate their satisfaction with the company’s performance. For example, this could be how quickly the goods are dispatched and received by the customer. Customers rate satisfaction on:
- Promises made
- Other recommendations
- Past recommendations
For example, IBM tracks how satisfied customers are with each IBM salesperson they encounter, and make it a factor in each salesperson’s compensation. (Marketing Management, Kotler, P, & Keller, K, 12th edition)
IBM maintains their long lasting relationship with their customers by constantly checking they are satisfied.
The company has recently launched the Spirit Initiative programme for their employee satisfaction by setting up this programme they are tuned-in, and acting on, the most important issues that their employees have.
Paramount use web-based guest surveys to attribute the attainment of its five theme parks. The company sends surveys to have approved to be contacted. By doing, this Paramount has had over 100,000 responses about the success of their rides, restaurant and shows.
Value
Today’s customers are more informed then ever before. Consumers tend to be value maximisers. They estimate which offers deliver the most perceived value and act on it.
Value can be split into three areas:
- Customer perceived value (CPV): difference between the prospective customers’ evaluation of the benefits and all costs of an offering of alternatives.
- Total customer value: perceived value that customers expect from a given market offering.
- Total customer cost: costs customers expect to incur
AA’s advert – “You Got a Friend” The AA core benefit is the security and service provided to motorists, they are adding more value to their product then their competitors. The organisation has clearly established the provision of outstanding benefits in their relevant markets.
The effectiveness and reliability of the AA has led to it being “The 4th in the Emergency Service” to its members. Consumers see this as good value because if they ever break down they know that they can call the AA. It gives their employees a sense of belonging because the organization is a big believer on a family environment.
Customer Retention
Kobie marketing states, “the most important definition of customer retention is the one that makes sense for your business. For example:
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To a credit card issuer, retention might be measured in terms of the percentage of cards that are activated, and the number of customers who continue to use the card
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To a wireless communications company, churn – the number of customers who change service providers each month - is a very real measure of customer satisfaction
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To a retailer, for whom customer loyalty can be a very elusive concept, the focus may be on driving more-frequent purchases, and a higher average ticket http://www.kobie.com/index.html
Audi is an internationally renowned manufacturer of high-quality cars. Our success has been achieved through creativity, commitment and the ability to generate enthusiasm. The wishes and emotions of our customers are the guiding principle behind our every action. We strive to lead the way in the field of innovation. We aim to establish new standards to substantiate our brand claim” Dr.-Ing. Franz-Josef Paefgen
Chairman of the Board of Management
from Audi’s mission statement you can see that they keep their customers by listening to want they desire. Customers see that Audi are listening to the type of things they want in an ordinary day car. To keep their existing customers Audi offer their clients special deals to upgrade to newer model car, they also send magazines showing what’s new and future products and any deals they will be offering.
Stakeholders
Different from the other supermarkets, shareholders do not own Waitrose. Instead, part of the John Lewis Partnership, everyone who works for the partnership owns it. Every year they share the profits that would normally go to shareholders. As you would expect this produces an extraordinary high level of commitment amongst those who work in our stores.
Strategy
Strategy is the pattern of decisions and actions that are taken by the business to achieve its objectives. Once a business has clarified their objectives, they then need to plan how to achieve them and decide on the most suitable strategy. For example, in August 2003 Telling Golden Miller Group PLC floated on the Alternative Investment Market (AIM). The business is a London based bus and coach operator. The placing on the AIM raised £2million for the business, which was used to fund new acquisitions of new businesses and depots.
The four P’s and the four C’s
For a business to achieve its marketing mix objectives, it must consider its marketing mix. This refers to those elements of a firms marketing strategy that are designed to meet the needs of its customers. Known as the four P’s, these are the four elements to the marketing mix:
- Product
- Price
- Place
- Promotion
This represents the seller’s view of marketing tool for influencing buyers. These four P’s link to the customers 4 C’s these are:
- Customer Solution vs. Products
- Customer Cost vs. Price
- Convenience vs. Place
- Communication vs. Promotion
Internal marketing
Ensures everyone in the company appreciates its marketing principles. This is the task of hiring, training and motivating employees, who want to serve customers well. Internal activities takes place at two levels, firstly the marketing functions must work together i.e. customer service, advertising, sales etc they must communicate and cooperate from the customers point of view. Secondly, marketing should be accepted throughout all the company’s departments all departments should think about the customer for example Audi factories invite customers to visit and tour their plant allowing them see how their cars are manufactured.
A strong relationship requires understanding of the abilities and resources of different stakeholder groups as well as their needs, goals and desires.
With advances in technology, such as internet dealing with customers has become practical. Businesses are able to collect information on each customer past transactions, demographics, and media and distribution preferences. Being able to do this means organisations are able to achieve growth through gaining large market share and segments building customer loyalty.
WAITROIS:
Bibliography
Marketing Management, Kotler, P & Keller, K, twelfth Edition
Consumer Behaviour, Schiffman, L, ninth Edition
Business Studies, Hall, D, 3rd Edition
Own notes