Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Creating Marketing
Strategies for Customer-
Centric Organizations
Market Analysis
Market Strategy
Customer Loyalty and Retention Strategies
Global Marketing Strategy
Implementation Segmentation
in Marketplace Demographic
Situational
Psychographic
Marketing Mix
Product, Brand,
Price, Place
Promotion, and
7Rs
COPYRIGHT 2012 Cengage Learning Asia
Customer-Centric Organizations
(80:20)
A strategic commitment to focus
every resource of the firm on
serving and delighting profitable
customers
Effort Time
e
Perceived Perceived
Benefits Outlays
Related Monetary
Costs Incidental
Expenses
Time Costs
Purchase and
Physical Costs
Use Costs
Psychological
Costs
Sensory Costs
Necessary
After Costs follow-up
Problem
solving
Slide by Lovelock, Wirtz and Chew Essentials of Services Marketing Chapter 1 - Page 8
Marketing Strategy (Telco Industry) and nature of
competition
Government
State of Stability and
Economy Regulations
Market
Environment
Physical Technology
Conditions
Brand Protection
By promising a certain outcome, brands reduce
the risk to consumers that the product may not
deliver as expected