How can goods marketers improve customer support services-
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Goods marketers can improve customer support services in four key ways: 1) Review their unique selling differential to determine what separates them from competitors such as price, quality, delivery speed, warranty, or customer service. 2) Improve quality by using better materials, more durable manufacturing processes, and gathering customer and supplier feedback. 3) Reduce price by lowering costs through bulk purchasing, reduced packaging and shipping, or offering discounts on multiple purchases. 4) Increase customer service by providing free support, detailed online FAQs, or extending warranty periods to make products more valuable through easier use and support.
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The document discusses the process of developing a new product. It involves identifying customer needs through research, analyzing competitors, generating product concepts, selecting and refining a concept, and planning remaining development. Key steps include establishing target specifications based on customer needs and competitors, analyzing other products to identify successful features, selecting a concept through evaluation, and performing economic analysis to estimate costs and price. The overall process helps ensure the developed product will meet customer requirements and market needs.
тема 2
This document discusses various financial techniques that companies can use to build customer loyalty. It begins by defining what a customer is and noting that customer loyalty is driven by the customer's perceived value and total cost of ownership. It then describes several techniques such as discounting, frequent buyer programs, loyalty programs, and bundling goods/services. For each technique, it discusses the potential benefits for building loyalty but also notes potential problems if competitors offer similar programs. Overall, the document provides an overview of common financial strategies for increasing customer retention and loyalty.
тема 2
This document discusses various financial techniques that companies can use to build customer loyalty. It begins by defining what a customer is and noting that customer loyalty is driven by the customer's perceived value and total cost of ownership. It then describes several techniques such as discounting, frequent buyer programs, loyalty programs, and bundling goods/services. For each technique, it discusses the potential benefits for building loyalty but also notes potential problems if competitors offer similar programs. Overall, the document provides an overview of common financial strategies for increasing customer retention and loyalty.
The 8 ways for brands to drive profit
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
Business strategy
The document discusses various business strategies including cost leadership, differentiation, and focus strategies. Cost leadership aims to offer lower prices through efficient operations. Differentiation strategies make products unique in areas like quality, features, or branding. Focus strategies target a specific niche, either through lower costs or differentiation within that niche. Examples like Walmart, Payless, and niche product lines are provided.
4 P's of Marketing
The document discusses marketing strategies for new entrepreneurs, focusing on the four P's of marketing: product, price, place, and promotion. It provides an overview of each P and considerations for business owners. For product, businesses should ensure their product meets customer needs. For price, strategies include cost-plus, value-based, and competitive pricing. For place, businesses can use direct or reseller sales, as well as intensive, selective, or exclusive distribution. For promotion, businesses should advertise using methods like radio, print, and word-of-mouth to inform customers. The four P's should work together in an effective marketing mix.
RELATIONSHIP MARKETING In CRM assignment by Comsats vehari (2).pptx
The document discusses relationship marketing, which focuses on building long-term relationships with customers rather than one-time transactions. Key points are that it emphasizes customer retention over attraction of new customers and is usually cheaper for firms. Relationship marketing relies on switching barriers, core service provisions like satisfaction and perceived value, and relationship bonds such as discounts to develop loyal customers that provide benefits like increased revenues for firms. The document outlines a customer pyramid model that segments customers into platinum, gold, iron, and lead tiers based on their value and profitability to a business.
Module 4
This module discusses various types of sales promotions used to incentivize consumers to purchase products. It covers consumer promotions such as coupons, premiums, contests and sweepstakes, refunds and rebates, sampling, bonus packs, and price offs. For each promotion type, it describes what it is, provides examples, and discusses potential issues or problems with that approach. The document concludes by noting the importance of understanding target consumers and tailoring promotions to support a brand's image and positioning.
How to Attract the Right Customers and Avoid Price Shoppers
Attracting the right customers and avoiding price shoppers requires a strategic approach. Understanding your value proposition, setting clear boundaries for pricing, focusing on quality over quantity, creating a unique selling point, and being transparent about your prices are all essential elements to establish brand loyalty with potential customers.
By implementing these strategies into your marketing efforts and business model, you can attract customers who appreciate the value of your services or products rather than just comparing prices. Retaining customers is just as vital as gaining them; don’t overlook it.
Download our FREE EBOOK to help you decide if now is the time to bring in the big guns (an agency) or roll up your sleeves and DIY for a bit longer: https://bit.ly/3N6CW0i
Salesmanship and sales promotion
This document discusses salesmanship and sales promotion. It defines salesmanship as the skill of convincing people to buy or persuading them to act. The success of salesmanship depends on the personality, product knowledge, and understanding of customer psychology. Sales promotion involves direct inducements like discounts, bonuses or samples to create immediate sales. Some common sales promotion tools discussed are premium offers, price discounts, coupons, and scratch & win offers. Both salesmanship and sales promotion are important for marketing but have different objectives, appeals, and timeframes.
OBJECTION HANDLING.pptx
The document discusses objection handling in sales. It defines objections as concerns, doubts or hesitations that prevent customers from making purchase decisions. Successful objection handling requires thorough product knowledge, understanding customer needs, and persuasive communication skills. Common objections include pricing, competition, product features, authority issues, and timing concerns. The document provides examples of responses to each objection type and outlines the typical steps in the objection handling process which are to listen, empathize, clarify, respond with benefits, provide evidence, offer alternatives, address risks, handle proactively, close on resolution, and follow up.
Services marketing mix - product, price, place, promotion
The document provides an overview of promotion as part of the marketing mix for services. It defines promotion as advancement within an organization to a higher position with more pay, responsibility and status. Promotional methods for services are discussed, including personal selling, advertising, sales promotions, publicity, and the use of print media, television, radio, and celebrity endorsements. The purposes of promotion for employees are also mentioned, such as developing skills for higher level jobs and reducing employee turnover.
Why Quality is so Important ??
Being Quality Engineer I'll share that Why "Quality" of Anythings are so Important in any Manufacturing,Industry & Business To Establish the Reputation of Company Standards and Meets Customer's Satisfaction & Cost Effectively Quality is Part Of Everybody's Job.
Common reasons for customers to leave or switch
The document outlines the most common reasons why customers leave or switch to competitors. These include poor customer service, high prices, poor product quality, a lack of innovation, better value propositions from competitors, limited product selection, inconvenience, poor brand reputation, and the entrance of new competitors into the market. It notes that the specific reasons for customers switching may vary depending on different industries, individual customers, and specific situations.
Methods to Price your Products Factsheet
This document outlines three common methods for pricing products: cost-based pricing, competition-based pricing, and customer-based pricing. It provides examples and discusses the advantages and disadvantages of each method. Cost-based pricing involves adding a markup percentage to production costs. Competition-based pricing uses competitors' prices as a benchmark. Customer-based pricing sets price according to customers' perceived value of the product through market research. The document recommends blending pricing methods to suit a business's specific needs and products.
Service packaging
This document discusses service packaging and marketing. It defines marketing as having two functions: marketing and innovation. Packaging aims to make it easier for customers to decide by bundling reports, features, and reducing risk. Typical packages include core offerings, starter offerings, free trials, offerings to switch providers easily, add-ons, customer-only offerings, and strategic partnerships. Packaging should align with the marketing hourglass of building knowledge, liking, trust, trying, buying, repeating, and referring. Effective packages test core offerings, starter offerings to attract non-core customers, free trials, offerings to easily switch, add-ons, customer-only benefits, and strategic partnerships.
Similar to How can goods marketers improve customer support services- (20)
RELATIONSHIP MARKETING In CRM assignment by Comsats vehari (2).pptx
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More from Sameer Mathur
Brands vs private labels
This document discusses various marketing channel concepts including private label goods, aggregating people, strategic and tactical roles, marketing channels as independent organizations, hybrid channels using two or more channels, and the role of retailers in adapting a relationship approach, creating store brand awareness, promoting private label lines, and building store loyalty. It also briefly mentions concepts related to Kotler and includes contact information for the presenter.
Creative that cracks the code, Sameer Agarwal, HBR Article
This document discusses creative advertising campaigns that have been successful. It provides examples of campaigns that used memes, games, crowdsourcing, and humor. Specifically it mentions:
1. Wonderful Pistachios used memes like Honey Badger which increased sales 233%.
2. Coca Cola China's mobile game was downloaded 380,000 times in the first month.
3. Oreo's crowdsourced Facebook campaign increased sharing by 4,400%.
4. Kia Motors' humorous ads led to double digit growth for several years.
It also discusses successful Indian campaigns like the "Mauka Mauka" World Cup ads for Star Sports and Vodaf
Internship under prof. sameer mathur
This document discusses marketing and provides an overview of key marketing concepts. It summarizes that marketing is about creating, communicating, and delivering value to customers and managing customer relationships. It also discusses the five competing concepts that organizations can use, including production, selling, marketing, product, and holistic concepts. Finally, it discusses the importance of collecting information and forecasting demand through a marketing information system to assess needs and distribute timely information.
Final presentation
The document discusses private label brands versus branded products. It notes that private labels are manufactured and provided directly by retailers and wholesalers, and are typically more profitable for them due to savings in advertising, research and development costs. Examples given include Walmart's Great Value brands and United Colors of Benetton. The document also discusses the advantages of private labels for retailers, the growing market share and future potential of private labels globally and in India, and strategies that brands can use to defend against the threat from private labels.
preserve the Luxury or Extend the Brand?
- Claire, the granddaughter of the owner of Chateau de Vallois, wants to expand into the affordable luxury wine market by selling directly to customers, but her uncle François disagrees with her proposal.
- Currently, 70% of the wine is sold to merchants a year before bottling, who then sell to distributors and importers, not allowing customers to purchase directly from the winery.
- Claire's plan would require investing in a new distribution channel, marketing, and expanding resources, but could reach more customers, increase brand usage, and lead to more sales through direct customer purchases. However, it also carries risks that François is concerned about.
Marketing management
This document provides a summary of marketing lessons and concepts covered across 21 chapters. Key topics discussed include storytelling, developing market strategies, marketing research, creating customer value, analyzing consumer and business markets, market segmentation, competitive dynamics, branding, product strategy, services marketing, pricing, marketing communications, and introducing new offerings globally. Case studies are also summarized on revenue maximization, brand expansion challenges, and new product launches. The document emphasizes how top marketers balance discipline and creativity to address changing realities and how polarization, if harnessed effectively, can increase profits.
Marketing Management
This document outlines the modules and topics covered in an internship program on marketing concepts. Module 1 discusses presentations and storytelling. Module 2 covers the fundamentals of marketing management, including understanding markets, assessing opportunities, and developing strategies. Module 3 addresses starting a new venture and branding. Module 4 focuses on creativity in advertising. The document provides an overview of the concepts, strategies, and skills taught to interns during the program.
Marketing Management
This document summarizes the key aspects of marketing management presented in an internship lecture. It discusses the following main points in 3 sentences or less:
The document defines marketing management as choosing target markets and attracting/retaining customers through superior value. It outlines 7 stages of marketing management: developing strategies and plans, assessing opportunities, choosing and designing value, delivering value, communicating value, sustaining growth, and building an effective marketing organization. Examples are provided of how companies like Samsung innovate to build strong brands through clear promises and continuous improvements.
Brands versus private labels: Fighting to win
The document discusses private label brands and their advantages over national brands from the perspective of retailers. Private labels offer retailers higher profit margins, reduced delivery costs by eliminating middlemen, and ability to differentiate themselves in the market. The document also examines the degree of penetration of private labels in the Indian retail industry. While private labels pose a threat to national brands, the document notes that strong brands with brand equity and innovation can still attract customers. It provides strategies for both manufacturers and national brands to evaluate and defend against the rise of private labels.
Harvard Business review what are brands good for
Brands have traditionally been effective at aggregating consumers through mass marketing. However, disaggregated marketing through tactics like CRM, direct marketing, and one-to-one communications is now more efficient and profitable. For brands to remain relevant in this new environment, manufacturers must build direct relationships with consumers independently of retailers by using disaggregated consumer data in targeted communications. Brand management organizations also need to shift their focus from brands to profitability of consumer segments through relationship-building, customized communications, and expertise in developing brands for specific segments. Overall, brands still have value in differentiated messaging but must be used alongside disaggregated consumer marketing for most effective results.
What are brands good for
This document discusses the roles of brands in aggregating people through strategic and tactical roles. It also covers marketing channels like independent organizations and hybrid channels where a single firm sets up multiple channels. The document discusses retailers' role in building store awareness, promoting private labels, and building loyalty. Retailers argue that disaggregation favors them as they have credibility in assembling brands for customers. Managers must recognize retailers as relationship builders, use targeted communications, and obtain expertise in new products.
Gino sa
Gino SA is a large burner manufacturer based in France that is analyzing opportunities in the growing Chinese market. It currently sells burners through three distributors in China - Jinghua, FUNG's, and Wayip. Feima, a major boiler company, has offered to purchase burners directly from Gino in an OEM deal. While this could help Gino penetrate the lucrative industrial segment, it risks losing its main distributor Jinghua. Gino must decide whether to accept the OEM deal, risking its relationship with Jinghua, or turn it down and miss an opportunity to grow its industrial sales. The best option may be a "middle way" that satisfies both Feima
What are brands good for?
The document discusses brands and marketing strategies in the context of information revolution. It argues that traditional aggregation marketing using mass media is becoming less effective due to issues like one-way communication and irrelevant information. Disaggregation marketing strategies that involve direct consumer interaction, customer relationship marketing and understanding individual customer needs are becoming more important. This allows companies to reduce redundant information, avoid wasteful spending and manage consumers more profitably. While established brands may find it difficult to change from traditional branding, disaggregation can help companies influence consumers independently of retailers.
Saxonville sausage company
Saxonville Sausage Company is launching a national Italian sausage brand called Vivio. Currently Vivio has regional distribution in the Eastern US and generates $74 million in annual sales. To aid the national launch, Project Score was formed to determine the ideal positioning and name. Through focus groups, the options of "Family Connection" and "Clever Cooking" emerged. Additional research found that consumers preferred "Clever Cooking" and would likely purchase the product under this positioning. Ann Banks decided to keep the Vivio name to leverage existing recognition rather than confuse loyal customers, and position Vivio as enabling "Clever Cooking" with family-approved one-dish recipes. Financial projections estimated annual sales growth from $174 million in
The aquatred launch
Goodyear was analyzing the launch of its new Aquatred tire, designed to provide improved traction in wet conditions. Key considerations included determining the appropriate target market, pricing, distribution channels, and timing of launch given competitors were planning new high-mileage tire launches in 1992. While the Aquatred filled a need in the market, Goodyear debated whether to expand distribution beyond independent dealers or sell in lower-service channels at the risk of eroding the brand value. The management needed to determine if the Aquatred was the right product and if the launch strategy was aligned with strengthening Goodyear's position in the replacement tire market.
Mednet.com Confronts "Click-Through" Competition
MedNet is a health website that provides free, evidence-based medical information to consumers and generates profits through advertising. Windham Pharmaceuticals, an advertiser, is considering shifting its ad dollars to Marvel, a competing website. Heather Yates, MedNet's VP of business development, needs to convince Mahria Baker, Windham's CMO, to continue advertising on MedNet. Potential strategies include focusing content on new areas, increasing social media presence, and targeting ads towards common conditions many users research online.
Branding yoga
This document discusses the branding and commercialization of yoga. It introduces influential yoga figures like Bikram Choudhury and Tara Stiles and outlines the origins and religious associations of yoga. While yoga has roots in Hinduism, it predates and is not exclusive to Hinduism. The politics and definitions around yoga are debated, as the practice has grown into a $5.7 billion industry with 16 million practitioners worldwide. Both the pros and cons of branding and commercializing yoga are considered, with the conclusion being that the benefits outweigh branding yoga as a small price to pay for its widespread adoption.
How can we improve service quality
To improve service quality, companies should listen to customers to understand their expectations, focus on reliability as the most important dimension, take a holistic view of service design while managing details, encourage customers to complain and respond quickly to resolve problems, exceed expectations by surprising customers with swift and courteous service, and conduct research with employees to identify and resolve service issues.
How do we define and classify services, and how do they differ from goods
This document discusses the differences between goods and services. It defines services as acts or performances that are intangible and do not result in ownership. Services can be equipment-based, people-based, involve the client's presence or absence, and can be personal or business related. In contrast, goods are tangible property that can be owned and used repeatedly by the purchaser. While goods are something that can be used and consumed, services involve actions done for the customer that are intangible since no ownership is obtained over the actions. Services make up part of what constitutes goods.
Consumer characteristic effects on buying behaviour
Human characteristics that affect behavior are cultural, personal, social and psychological factors. Cultural factors include a person's customs and traditions that are learned through socialization. Personal factors refer to attributes like age, gender, education and interests. Social factors encompass relationships and social roles. Psychological factors relate to personality traits, motivation and mental states that influence how people think and act. These human characteristics shape human behavior in significant ways.
More from Sameer Mathur (20)
Creative that cracks the code, Sameer Agarwal, HBR Article
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How do we define and classify services, and how do they differ from goods
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
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1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
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1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
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6. Online Maintenance Support
Free Website + Digital Marketing Services
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With Regards
Gokila digital marketer
Coimbatore
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How can goods marketers improve customer support services-
- 1. how can goods marketers improve customer-support services?
- 2. Review Your Unique Selling Differential Determine your unique selling differential, which separates you from the competition and is the basis of your brand. Unique differential can be price, quality, quick delivery, warranty, customer service, features or the total combination of these.
- 3. Improve Quality Simplest ways to improve the value is to improve its quality. This can be achieved by using better materials or long lasting and economical manufacturing. Meeting with the staff, surveying customers and talking vendors and suppliers about how one can improve the quality.
- 4. Reduce Price To improve your value, decrease your price. This can be done by lowering the sales price, offering a discount on multiple purchases or offering a free product after a customer buys a specific number of products. For example, in exchange for a reduced price, the customers might need to buy in bulk, reduction in packaging, shipping and other transaction costs might help.
- 5. Increase Customer Service The product is more valuable to customers if they can use it with fewer problems or in multiple ways. This implies that the product value can be increased without without changing it or lowering the prices. This can be achieved by offering free customer support; providing a detailed frequently asked questions, area on the website; or extending the warranty period.
- 6. Thank You! Made by Sakshi Upadhyaya, RKGIT Ghaziabad, for internship under Prof. Sameer Mathur, IIM Lucknow.