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Unit 4 Customer Service


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Unit 4 Customer Service

  1. 1. Working With Customers Unit 4
  2. 2. The Marketing Concept <ul><li>How does the marketing concept change the focus of the marketing campaign? </li></ul><ul><li>Why are marketers concerned with the productivity rate and break even point for a business? </li></ul><ul><li>Why are marketers trying to provide a variety of different options to customer’s as part of their marketing campaign? </li></ul>
  3. 3. Quick Facts <ul><li>About half of every dollar you spend pays for marketing costs. </li></ul><ul><li>Marketing costs include product development, packaging, advertising, and sales expenses. </li></ul><ul><li>Most important aspect of marketing includes satisfying customer needs. </li></ul>
  4. 4. Marketing Concept <ul><li>A business that keeps the focus of satisfying customer needs. </li></ul><ul><li>Customers’ needs should be the primary focus during the planning, production, distribution, and promotion of a product or service. </li></ul>
  5. 5. Maintain Relationships <ul><li>Maintaining a successful customer relationship is key. </li></ul><ul><ul><li>A customer that receives special attention will not stray. </li></ul></ul><ul><ul><li>Price, quality, service, and the amount of pleasure gained are factors that influence customer satisfaction. </li></ul></ul><ul><li>Satisfying customer needs is the most important aspect of marketing. </li></ul>
  6. 6. Competition <ul><li>Consumers have more money to spend on sports and entertainment (discretionary income) </li></ul><ul><ul><li>Result: </li></ul></ul><ul><ul><ul><li>Higher demand </li></ul></ul></ul><ul><ul><ul><li>More competition </li></ul></ul></ul><ul><ul><ul><li>Improved events and merchandise </li></ul></ul></ul>
  7. 7. Customer Focus <ul><li>Productivity </li></ul><ul><ul><li>The rate at which companies produce goods or services in relation to the amount of materials and number of employees utilized. </li></ul></ul><ul><ul><li>Successful marketing strategies identify customer needs and then develop and market products viewed as superior by customers. </li></ul></ul>
  8. 8. Breakeven Point <ul><li>The minimum attendance and sales required to cover all of the expenses of organizing, promoting, and running the event. </li></ul>
  9. 9. Remember This <ul><li>Families are spending money to attend their children’s sporting events. </li></ul><ul><li>Restaurants, motels, hotels, and service stations all have vested interest in these events. </li></ul>
  10. 10. Different Type of Competition <ul><li>Movie Theaters </li></ul><ul><ul><li>Not just Regal 10 v. Carmike Cinemas </li></ul></ul><ul><ul><li>Movie Theaters v. Video/DVD Rentals v. Pay- Per- View v. Drive- In Theaters </li></ul></ul>
  11. 11. Opportunity Cost <ul><li>The value of the next best alternative that you forgo when making a choice. </li></ul><ul><li>Measured as the benefits that you are giving up. </li></ul><ul><li>Example: </li></ul><ul><ul><li>You wish to attend two different concerts, but can only afford one. When you attend concert 1, the opportunity cost is concert 2. </li></ul></ul><ul><li>What are some examples you have experienced? </li></ul>
  12. 12. Quick Review <ul><li>1. Businesses that follow the marketing concept </li></ul><ul><ul><li>A. Will face little competition </li></ul></ul><ul><ul><li>B. Will always be profitable </li></ul></ul><ul><ul><li>C. Will focus on satisfying customer needs </li></ul></ul><ul><ul><li>D. Will experience high productivity </li></ul></ul>
  13. 13. Another Question <ul><li>Which of the following has led to growth in the sports and entertainment industry? </li></ul><ul><ul><li>A. A higher standard of living and increased discretionary income among average consumers </li></ul></ul><ul><ul><li>B. Rising gasoline prices combined with period of decreasing productivity in the U.S. Economy </li></ul></ul><ul><ul><li>C. Less competition among sports and entertainment businesses </li></ul></ul><ul><ul><li>D. None of the above </li></ul></ul>
  14. 14. Identifying Customer’s Needs <ul><li>How do marketers identify consumers within the economic market? </li></ul><ul><li>How do different types of purchases affect how marketers create a marketing campaign? </li></ul><ul><li>How do marketers gather information regarding their customers that is needed to make marketing decisions? </li></ul>
  15. 15. Economic Market <ul><li>All consumers who will purchase a product or service </li></ul>
  16. 16. What Must Marketing Do? <ul><li>Determine what consumers want </li></ul><ul><li>Determine how much consumers are willing to pay </li></ul><ul><li>How to achieve these goals </li></ul><ul><ul><li>Understand the actions of consumers including spending habits and buying motives </li></ul></ul>
  17. 17. Benefits Derived <ul><li>Refers to the value people believe they receive from a product or service. </li></ul><ul><ul><li>Watching a good game </li></ul></ul><ul><ul><li>Showing your pride by wearing the team logo </li></ul></ul>
  18. 18. Comparative Advantage <ul><li>The capability to produce products or services more efficiently and economically than the competition. </li></ul><ul><ul><li>Apparel companies who are able to produce their service at a lower price are able to pass along that price to their customers. </li></ul></ul>
  19. 19. Maslow’s Hierarchy of Needs Pyramid
  20. 20. Buying Motives <ul><li>Emotional Purchases </li></ul><ul><ul><li>When consumers spend with little thought during emotional highs or lows. </li></ul></ul><ul><li>Rational Purchases </li></ul><ul><ul><li>When consumers recognize needs and wants, assess their priorities and budget, conduct research, compare alternatives, and then make purchases based on thought. </li></ul></ul>
  21. 21. Buying Motives Con’t <ul><li>Patronage Purchases </li></ul><ul><ul><li>Based on loyalty to a particular brand or product. </li></ul></ul>
  22. 22. Gathering Information <ul><li>Internal Sources </li></ul><ul><ul><li>A businesses own customer records, sales records, production records, and operation records </li></ul></ul><ul><li>External Sources </li></ul><ul><ul><li>Information used by businesses obtained through government records, trade and professional organizations, business publications, commercial data, and information services </li></ul></ul>
  23. 23. Types of Data <ul><li>Primary Data </li></ul><ul><ul><li>Obtained for the first time and specifically for the particular problem or issue being studied. </li></ul></ul><ul><li>Secondary Data </li></ul><ul><ul><li>Data that has been collected for some other purpose but is now found useful in the current study. </li></ul></ul>
  24. 24. Quick Review <ul><li>1. The peak of Maslow’s hierarchy of needs pyramid represents </li></ul><ul><ul><li>A. Physiological Needs </li></ul></ul><ul><ul><li>B. Self-Actualization Needs </li></ul></ul><ul><ul><li>C. Self-Esteem Needs </li></ul></ul><ul><ul><li>D. Rational Purchases </li></ul></ul>
  25. 25. Another Question <ul><li>Primary data may be collected through? </li></ul><ul><ul><li>A. Surveys and observation </li></ul></ul><ul><ul><li>B. Government reports </li></ul></ul><ul><ul><li>C. Business publications </li></ul></ul><ul><ul><li>D. Both B and C </li></ul></ul>
  26. 26. Target Markets <ul><li>Why is it important for marketers to identify members of their target market? </li></ul><ul><li>How does identifying market segments allow for subtle changes within the marketing campaign? </li></ul><ul><li>Compare and contrast the different types of market segmentation and identify how each type of segmentation affects the marketing campaign? </li></ul>
  27. 27. Target Market <ul><li>A specific group of consumers you want to reach. </li></ul><ul><li>To promote and sell products and services, a company must know the needs and wants of its target market. </li></ul>
  28. 28. Market Segment <ul><li>A group of consumers within a larger market who share one or more characteristics. </li></ul><ul><li>Example: </li></ul><ul><ul><li>People who like basketball – Market </li></ul></ul><ul><ul><li>People who like Celtics – Market Segments </li></ul></ul>
  29. 29. Geographic Segmentation <ul><li>Divides markets into physical locations, such as Eastern, Northern, Southern, and Western regions of the United States or of a particular state. </li></ul><ul><li>Commonly used in: </li></ul><ul><ul><li>Cities </li></ul></ul><ul><ul><li>Travel and Tourism </li></ul></ul>
  30. 30. Demographic Segmentation <ul><li>Focuses on information that can be measured, such as age, income, profession, gender, education, marital status, and size of household. </li></ul>
  31. 31. Psychographics Segmentations <ul><li>Focuses on characters that cannot be physically measured, such as values, interests, and lifestyle choices. </li></ul>
  32. 32. Behavioral-Based Segmentation <ul><li>Focuses on a customer’s attitude toward products and services. </li></ul><ul><ul><li>Product Usage </li></ul></ul><ul><ul><ul><li>Reflects what products you use and how often. </li></ul></ul></ul><ul><ul><li>Product Benefits </li></ul></ul><ul><ul><ul><li>Based on the benefits derived from products or services. </li></ul></ul></ul>
  33. 33. Market Share <ul><li>The percentage of total sales of a product or service that a company expects to capture in relation to its competitors. </li></ul>
  34. 34. Quick Review <ul><li>Demographics </li></ul><ul><ul><li>A. Categorize market segments by age, gender, race, income, and educational level. </li></ul></ul><ul><ul><li>B. Refer to the frequency of use of a product. </li></ul></ul><ul><ul><li>C. Refer to interests, values, and emotional responses. </li></ul></ul><ul><ul><li>D. Consider different parts of a country where market segments live. </li></ul></ul>
  35. 35. Another Question <ul><li>Market share </li></ul><ul><ul><li>A. Is the total number of people in a particular age group </li></ul></ul><ul><ul><li>B. Refers to customers in a particular part of the country </li></ul></ul><ul><ul><li>C. Is a group of consumers within a larger market who share one or more characteristics </li></ul></ul><ul><ul><li>D. Is the percentage of total sales of a product or service that a company expects to capture in relation to the competition </li></ul></ul>
  36. 36. Customer Service <ul><li>How do businesses create outstanding customer service to please their target market? </li></ul><ul><li>How should marketers work with businesses to ensure a customer service culture amongst their company? </li></ul><ul><li>Compare and contrast elements of good and bad customer service and their affects on a marketing campaigns. </li></ul>
  37. 37. Customer Service Gap <ul><li>The difference between customer expectations and the service that is actually received. </li></ul>
  38. 38. Bad Examples of Customer Service <ul><li>Chatting on the phone while customers are waiting to be served. </li></ul><ul><li>Dismissing a customer by whining “It’s not my department.” </li></ul><ul><li>Yelling a customer who fails to understand company policies </li></ul><ul><li>Transferring customers from department to department </li></ul>
  39. 39. Principles to Good Customer Service <ul><li>Demonstrate a value – based culture that is rooted in high performance and excellent customer service </li></ul><ul><li>Value – Based Culture </li></ul><ul><ul><li>Going beyond expectations </li></ul></ul><ul><ul><li>Providing top value </li></ul></ul><ul><ul><li>Keeping promises </li></ul></ul>
  40. 40. More Principles to Good Customer Service <ul><li>2. Follow the FAST strategy. </li></ul><ul><ul><li>Focus, Action, Search Tenacity </li></ul></ul><ul><li>3. Passion results in energy. </li></ul><ul><li>4. Demonstrate pride in every sale. </li></ul><ul><li>5. Remember the value of long-term positive relationships. </li></ul>
  41. 41. Quick Review <ul><li>1. The customer service gap </li></ul><ul><ul><li>A. Is the first step toward quality customer service. </li></ul></ul><ul><ul><li>B. Is not a major factor for businesses to consider. </li></ul></ul><ul><ul><li>C. Indicates unmet customer service expectations. </li></ul></ul><ul><ul><li>D. Must be established and maintained for continued success. </li></ul></ul>
  42. 42. Another Question <ul><li>2. Which element would not be part of a values-based culture? </li></ul><ul><ul><li>A. Going beyond expectations. </li></ul></ul><ul><ul><li>B. Explaining to customers that their problem is out of your department. </li></ul></ul><ul><ul><li>C. Providing top value. </li></ul></ul><ul><ul><li>D. Keeping Promises. </li></ul></ul>
  43. 43. Chapter Review <ul><li>1. When one company can produce goods more efficiently than the competition, it </li></ul><ul><ul><li>A. Has a financial disadvantage. </li></ul></ul><ul><ul><li>B. Has a comparative advantage. </li></ul></ul><ul><ul><li>C. Will not have a high market share. </li></ul></ul><ul><ul><li>D. Cannot compete effectively in the marketplace. </li></ul></ul>
  44. 44. Chapter Review <ul><li>2. An example of a specific market segment would be </li></ul><ul><ul><li>A. Females between the ages of 14 and 18. </li></ul></ul><ul><ul><li>B. The entire population of a country where the business is located. </li></ul></ul><ul><ul><li>C. All women worldwide. </li></ul></ul><ul><ul><li>D. None of the above </li></ul></ul>
  45. 45. Chapter Review <ul><li>3. Which of the following is an example of secondary data? </li></ul><ul><ul><li>Observation of consumer behavior </li></ul></ul><ul><ul><li>Government census figures. </li></ul></ul><ul><ul><li>Telephone surveys from customers. </li></ul></ul><ul><ul><li>All of the above. </li></ul></ul>