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228801178 萨比尔
228801178 萨比尔
Identifying customer needs: Maybe it's a sweet treat after lunch, a celebratory dessert, or
cupcakes for a special occasion.
Developing a customer-centric product: The bakery offers a variety of flavors, sizes, and designs
to cater to diverse needs.
Pricing competitively: Setting fair prices that reflect the value customers perceive.
Promoting effectively: Using social media, eye-catching displays, and loyalty programs to reach
the right audience.
Delivering a great experience: Ensuring fresh ingredients, friendly service, and a clean
environment.
Focus on customer needs: What problem are you solving for your customers?
Define your market broadly: Are you in the "camera business" or the "capturing memories
business"?
3. The Power of Perceived Value: Customers Pay for What They Value
Customer-perceived value is the difference between what a customer gets (benefits) and what
they give (price, effort). It's not just about the product itself.
Example 1: Airlines: Airline A might offer cheap tickets but have limited legroom and baggage
fees. Airline B might be pricier but include amenities and comfort, creating a higher perceived
value.
Example 2: Hotels: A budget hotel might prioritize a good location and cleanliness, while a
luxury hotel might offer a spa and personalized service.
Micro-environment: These are the factors directly affecting the company, like competitors,
suppliers, and customers.
Macro-environment: These are broader forces that impact the entire industry, such as economic
conditions, government regulations, and social trends.
For example, a Vietnamese coffee chain's micro-environment might include local roasters and
other cafes. However, the macro-environment might involve rising coffee bean prices due to
global trade issues.
By understanding both environments, companies can make informed decisions and adapt to
changing circumstances.
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Text & Cases. Pearson.
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Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of Marketing. Pearson
Australia.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2011). Essentials of Marketing. Cengage Learning.
www.marketingschool.io
www.kotlermarketing.com
www.businessnewsdaily.com/marketing-strategy
Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing. McGraw-Hill
Education.
Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance. Pearson Education.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to Prepare Them, How to Use
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www.marketingschool.io
Grant, R. M. (2016). Contemporary Strategy Analysis: Text and Cases Edition. John Wiley &
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www.kotlermarketing.com
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Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2012). Marketing: Real People, Real Choices.
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