Marketing Agency
Marketing Defined LEARNING OBJECTIVES Explain how the marketplace addresses customer wants and needs by creating opportunities for the exchange of products, services, and experiences Describe the role marketing plays in facilitating the exchange of value… Marketing Defined
Introduction to Marketing What you’ll learn to do: define marketing Marketing is more than just banner ads, television commercials, and people standing on roadsides dressed up like the Statue of Liberty during tax time. It’s… Introduction to Marketing
Why It Matters: What Is Marketing? Why learn about marketing? When you hear the term “marketing,” what comes to mind? Based on what you know about marketing right now, what one word would you use to… Why learn about marketing?
1: What Is Marketing? 2: Marketing Function 3: Segmentation and Targeting 4: Marketing Strategy 5: Ethics and Social Responsibility 6: Marketing Information and Research 7: Consumer Behavior 8: Positioning 9: Branding 10: Product Marketing 11:… Principles of Marketing
Gap 5: Actual Performance vs. Perceived Service Gap Gap between expected service and experienced service: This gap arises when the consumer misinterprets the service quality. The physician may keep visiting the patient to show and… Gap 5: Actual Performance vs. Perceived Service Gap
Gap 4: Service Delivery vs. External Communications Gap between service delivery and external communication: Consumer expectations are highly influenced by statements made by company representatives and advertisements. The gap arises when these assumed expectations are… Gap 4: Service Delivery vs. External Communications
Gap 3: Quality Specifications vs. Service Delivery Gap between service quality specification and service delivery: This gap may arise in situations pertaining to the service personnel. It could happen due to poor training, incapability or… Gap 3: Quality Specifications vs. Service Delivery
Gap 2: Management Perception vs. Quality Specifications Gap between management perception and service quality specification: This is when the management or service provider might correctly perceive what the customer wants, but may not set a… Gap 2: Management Perception vs. Quality Specifications
The Gap Model of Service Quality What you’ll learn to do: Discuss the gap model of service quality In the London Underground, “Mind the Gap” signage is ubiquitous, warning passengers of the gap between the platform… The Gap Model of Service Quality
The Customer Evaluation Process What you’ll learn to do: explain the key components of the customer evaluation process Customers are constantly deciding what to buy and where to buy it. In order to retain customers,… the key components of the customer evaluation process