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BK Week 1 - p1
BK Week 1 - p1
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What is Marketing?
Sellers Market
BuyersMarket
Connected
Community
Economic
Uncertainty
(Madoff)
Production
Orientation
Marketing
Orientation
Experience
Orientation
Trust
Orientation
Persuade customer to
want what firm has
Managecustomers
entire experience
with the firm
Prioritize building a
relationship based
on trust &
discipline
Generic
Product
Differentiated
Product/Service
Experiential
Value
Genuine
Value
Competitive Advantage:
Lowest Cost Quality & Service
Experiences
Trust
Customer Knowledge Transformation;
Customer as
co-creator of
Profitability Drivers:
value
Market Share Customer Share
Customer Loyalty
Buzz
Discipline
W-o-m, Referrals
Product
Place
Promotion
Price