Rule 1Revisit the Essence of Marketing
Marketing has a process i.e. the various activities which are performed during the process of marketing.Marketing has a co...
THE MOST IMPORTANT ISSUE INMARKETING IS TO ESTABLISH, STRENGTHEN& DEVELOP CUSTOMER RELATIONS, WHERETHEY CAN BE COMMERCIALI...
Rule 2Internal Marketing Programme are     prerequisite for successIf the part-time marketers fail, themarketing process f...
The Services Marketing Triangle                    Company                  (Management)      Internal                    ...
Rule 3Interdependency with other  Management Functions
Interdependence ofMarketing, Operations & Human Resources      Operations               Marketing     Management          ...
Defining 3 Functional ImperativesMarketing imperative• Target “right” customers and build relationships• Offer solutions t...
Defining 3 Functional ImperativesOperations imperative• Create, deliver specified service to target customers• Adhere to c...
Defining 3 Functional ImperativesHuman resource imperative• Recruit and retain the best employees for each job• Train, mot...
Rule 4Empower People
Cycle of Failure                                     High                                  customer                       ...
Cycle of Success                                    Low                                 customer                          ...
Rule 5Integrate Technology
COMPANY                         TECHN                         OLOGY      EMPLOYEES                       CUSTOMER         ...
Rule 6Create Working Environment
Framework for Understanding Environment-user Relationships        PHYSICAL                HOLISTIC                 INTERNA...
Rule 7Organizational support and TopManagement Commitment
Leadership for Change Management Create sense of urgency to develop impetus for change Put together strong team to direc...
Leadership Qualities Vision, charisma, persistence, high expectations, expertise, empathy,  persuasiveness, integrity Ab...
Rule 8Innovate
Strategies of Market Leadership               Welcomgroup 80’s- 3 properties 2010- Over 100 Properties at 80 Destinations ...
Strategies of Market Leadership Lessons from Fed-Ex1970- Overnight mail service provider1980- Commodity package transporta...
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
Ib&cc ravi shankar
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Ib&cc ravi shankar

  1. 1. Rule 1Revisit the Essence of Marketing
  2. 2. Marketing has a process i.e. the various activities which are performed during the process of marketing.Marketing has a concept i.e. philosophy of doing business, social exchange process involving willing consumers and procedures.The marketing- an orientation, a state of mind combining the above to process and concepts possible.Marketing is the marketing-culture in the organization
  3. 3. THE MOST IMPORTANT ISSUE INMARKETING IS TO ESTABLISH, STRENGTHEN& DEVELOP CUSTOMER RELATIONS, WHERETHEY CAN BE COMMERCIALIZED AT APROFIT & WHERE INDIVIDUAL &ORGANIZATIONAL OBJECTIVES ARE MET
  4. 4. Rule 2Internal Marketing Programme are prerequisite for successIf the part-time marketers fail, themarketing process fails…….
  5. 5. The Services Marketing Triangle Company (Management) Internal External Marketing Marketing “Enabling “Setting the the Promise” Promise” Employees Interactive Marketing Customers “Delivering the Promise”
  6. 6. Rule 3Interdependency with other Management Functions
  7. 7. Interdependence ofMarketing, Operations & Human Resources Operations Marketing Management Management Customers Human Resources management
  8. 8. Defining 3 Functional ImperativesMarketing imperative• Target “right” customers and build relationships• Offer solutions that meet their needs• Define quality package with competitive advantage
  9. 9. Defining 3 Functional ImperativesOperations imperative• Create, deliver specified service to target customers• Adhere to consistent quality standards• Achieve high productivity to ensure acceptable costs
  10. 10. Defining 3 Functional ImperativesHuman resource imperative• Recruit and retain the best employees for each job• Train, motivate them to work well together• Achieve both productivity and customer satisfaction
  11. 11. Rule 4Empower People
  12. 12. Cycle of Failure High customer turnover Repeat emphasis on attracting new customers Failure to develop customer loyalty Low profit margins Narrow design of jobs to accommodate low skill level High employee turnover; poor service quality No continuity in Use of technology Emphasis on relationship for to control quality rules rather customer Employee dissatisfaction; than service poor service attitude Payment of low wages Employees Minimization of become bored selection effort Customer dissatisfaction Minimization of training Employees can’t respond to customer problems Source: Schlesinger and Heskett
  13. 13. Cycle of Success Low customer turnover Repeat emphasis on customer loyalty and retention Customer loyalty Higher profit margins Broadened Lowered turnover, job designs high service quality Continuity in relationship with Train, empower frontline customer Employee satisfaction, personnel to control quality positive service attitude Above average Extensive wages training High customer Intensified satisfaction selection effort Source: Schlesinger and Heskett
  14. 14. Rule 5Integrate Technology
  15. 15. COMPANY TECHN OLOGY EMPLOYEES CUSTOMER Pyramid Model (eg: Indmark trade mark Group)Source : A.Parsuraman, Augmented Marketing, Business Today, Jan 7-21, 1997
  16. 16. Rule 6Create Working Environment
  17. 17. Framework for Understanding Environment-user Relationships PHYSICAL HOLISTIC INTERNAL BEHAVIOR ENVIRONMENTAL ENVIRONMENT RESPONSES DIMENSIONS Cognitive Emotional Physiological Individual Behaviors Employee Responses Ambient Social Conditions Interactions Space/Function Perceived between and Servicescape among customer and Signs, Symbols, employees and Artifacts Customer Responses Individual Behaviors Cognitive EmotionalSource: Adapted from Mary Jo Bitner, “Servicescapes.” Physiological
  18. 18. Rule 7Organizational support and TopManagement Commitment
  19. 19. Leadership for Change Management Create sense of urgency to develop impetus for change Put together strong team to direct process Create appropriate vision of where organization must go Communicate new vision broadly Empower employees to act on vision Produce sufficient short term results to create credibility Build momentum to tackle tougher problems Anchor new behaviors in the organizational culture Source: John Kotter
  20. 20. Leadership Qualities Vision, charisma, persistence, high expectations, expertise, empathy, persuasiveness, integrity Ability to visualize quality of service as foundation for competing Believe in people who work for the firm, make good communications a priority Possess a natural enthusiasm for the business, teach it to others, pass on nuances, secrets, crafts of operating Cultivate leadership qualities of others in organization Use values to navigate firms through difficult times
  21. 21. Rule 8Innovate
  22. 22. Strategies of Market Leadership Welcomgroup 80’s- 3 properties 2010- Over 100 Properties at 80 Destinations in 4 categories Vision 2015: 140-150 properties
  23. 23. Strategies of Market Leadership Lessons from Fed-Ex1970- Overnight mail service provider1980- Commodity package transportation2000- Integrated Package Logistics services partner Get started …..

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