FILIPINA ENTREPRENEUR

• CEO and President

of Posh Nails
• Child of owner of
OctoArts, Mr. Orly
Ilacad
• Since year 2002 –
20 years with 33
branches
PRINCIPLES OF MARKETING

Relationship Marketing
Tutor Mallows
Review Quarter 3 Week 2
What are the different
types of demand?
CLASSIFICATION OF PRODUCTS
1. Negative demand
2. Unwholesome demand
3. Potential demand
4. Latent demand
5. Declining demand
6. Irregular demand
7. Full demand
8. Overfull demand
Quarter 3 Week 3
At the end of our tutorial, you are
expected to:

• Define and understand “relationship

marketing”
To begin…

Let’s define “CUSTOMER”

CUSTOMER
−It is a person or organization that transacts
with businessperson or business organization
to buy goods and services for monetary or
other valuable consideration.
−It creates demand
−Have varying needs and wants
May I ask…

Why are CUSTOMERS

important to an organization?
Why are customers important to
an organization?
• They are the ones providing the money that
keeps the business alive.
• Their needs and wants are the basis of
design, production, and marketing
activities.
• They are providing feedback regarding the
quality of the firm’s products.
Why are customers important to
an organization?
• Their needs and wants drive the future
development of products.
• Their opinions form the firm’s brand
recognition and position in the market.
Now…

What is
“CUSTOMER SERVICE”?
CUSTOMER SERVICE
−It is the process of ensuring customer
satisfaction with a product or service.
−It involves activities designed to enhance
customer satisfaction, or the perception
that a product has met or exceeded
expectations.
−It is oftentimes being ignored but actually
the most crucial one
As they often say…
“Acquiring a new customer can
cost five times more than
retaining an existing customer.”
Who are considered customer
service providers?
• Sales Clerk/Agents
• Frontliners
• Call center representatives
• Repairman
• Technical Support Staffs
• Others
Can you think of ways on how
to manage the quality of our
customer service?
MANAGING CUSTOMER
SERVICE QUALITY
• Establishing service objectives with specific
and measurable targets.
• Committing sufficient organizational
resources towards the achievement of
these targets .
• Collecting customer feedback on service
quality regularly.
MANAGING CUSTOMER
SERVICE QUALITY
• Reviewing target accomplishment.
• Identifying customer service weaknesses
and connecting them.

Note: it is better to exceed customer

expectations rather than simply fulfill or
underachieve them.
MANAGING CUSTOMER
SERVICE DIFFERENTIATION
1. The development and training of
competent customer contact personnel.
2. Designing and implementing a superior
service delivery environment and
process.
SOME POPULAR CUSTOMER
SERVICE PRACTICES IN THE PHILIPPINES
• Free delivery
• Free gift wrapping/plastic book jacket
• Complimentary refreshments, waiting
lounge
• Free parking
• Help desks, 24/7 customer hotline
SOME POPULAR CUSTOMER
SERVICE PRACTICES IN THE PHILIPPINES
• Free appliance installation
• Free alteration on garments
• Complimentary massage
• Valet parking
Test your knowledge!
Question #1
What refers to a person or organization
that transacts with businessperson or
business organization to buy goods and
services for monetary or other valuable
consideration?
A. salesperson
B. marketing
C. customer
D. service provider
Answer to Question #1
What refers to a person or organization
that transacts with businessperson or
business organization to buy goods and
services for monetary or other valuable
consideration?
A. salesperson
B. marketing
C. customer
D. service provider
Question #2
What refers to the process that involves
activities designed to enhance customer
satisfaction, or the perception that a
product has met or exceeded
expectations?
A. Production
B. Marketing
C. Quality Assurance
D. Customer Service
Answer to Question #2
What refers to the process that involves
activities designed to enhance customer
satisfaction, or the perception that a
product has met or exceeded
expectations?
A. Production
B. Marketing
C. Quality Assurance
D. Customer Service
Question #3
Acquiring a new customer can cost five
times more than retaining an
existing customer.
A. True
B. False
C. Maybe
Answer to Question #3
Acquiring a new customer can cost five
times more than retaining an
existing customer.
A. True
B. False
C. Maybe
Question #4
Think of two ways on how to manage the
quality of our customer service:

1. _____________________
2. _____________________
Answers to Question #4
Ways on how to manage the quality of
our customer service:
• Use SMART
• Availability of resources
• Regularly collecting customer feedback
• Monitor reports/accomplishments
• Work on the negative feedback
REFERENCES
• Delayco, M.L. (c2016). Learning to Succeed in
Business with Marketing, 1st Edition. The Phoenix
Publishing House, Inc.
• Ilano, A. B. (c2016). Principles of Marketing. Rex
Bookstore, Inc.
• So, R. & Torres, O. (2016). Principles of
Marketing. Vibal Group, Inc.
 Principles of
Marketing
Friday
11:30 AM – 12:00 NN
SDO-QUEZON CITY

TUTOR MALLOWS
TUTOR ROSE SDO-RIZAL
SDO-QUEZON CITY
MENTEE
MENTOR
MENTEE
Next Week’s Topic for:
PRINCIPLES OF MARKETING:
Customer Relationship Management
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 DepEd Philippines DepEd EdTech DepEd TV

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etulay Technology
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