Podcast
Questions and Answers
What does the 'People' aspect of the marketing mix emphasize?
What does the 'People' aspect of the marketing mix emphasize?
- The influence of the managing director alone
- The physical location of a business
- The roles individuals play in service delivery (correct)
- The technology used in product development
Why is the delivery process important in the service sector?
Why is the delivery process important in the service sector?
- It determines the pricing of the service.
- It shapes customer perceptions of value. (correct)
- It mainly affects employee satisfaction.
- It eliminates the need for marketing.
Which element is included under 'Physical Evidence' in the marketing mix?
Which element is included under 'Physical Evidence' in the marketing mix?
- Operational procedures
- Staff qualifications
- The service charge
- Printed materials and bulletins (correct)
Which of the following describes a characteristic of processes in service delivery?
Which of the following describes a characteristic of processes in service delivery?
What role do brand ambassadors play in the digital marketing landscape?
What role do brand ambassadors play in the digital marketing landscape?
What impact does having the right people in a business provide?
What impact does having the right people in a business provide?
How does digital marketing differ from traditional marketing in terms of communication?
How does digital marketing differ from traditional marketing in terms of communication?
What is a crucial consideration in the delivery process of a service?
What is a crucial consideration in the delivery process of a service?
Which of these is NOT considered a physical element in service delivery?
Which of these is NOT considered a physical element in service delivery?
Which aspect of the marketing mix includes email communications and social media channels?
Which aspect of the marketing mix includes email communications and social media channels?
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Study Notes
Marketing Overview
- Persuading consumers to buy products is essential for businesses to maximize profits.
- Focus on aggressive selling tactics including personal selling and sales promotions.
Modern Marketing Concept
- Marketing prioritizes consumer wants and needs, guiding the production of goods and services for maximum satisfaction.
- Begins by identifying consumer needs before planning product offerings.
Marketing Definition
- A blend of science and art aimed at exploring, creating, and delivering value to meet the needs of a target market profitably.
- Involves identifying unfulfilled needs, quantifying market size, and assessing profit potential.
Functions of Marketing
- Buying
- Public Relations
Information Marketing
- Product information highlights availability, product features, and effective packaging strategies.
- Competitive positioning assesses how well messages generate interest among potential customers.
- Market share and penetration analyze new sales success and consumer choices between products.
Reasons for Information Marketing
- Shift from reactive to proactive approaches by information professionals addressing client needs.
- Key reasons include:
- Free vs fee-for-service dynamics
- Technological advancements
- Increased competition among information providers
- Necessity for client retention and satisfaction
Marketing Mix
- Set of tools used to achieve marketing objectives targeting the desired audience.
7P/Cs of Marketing Mix
- Product/Customer: Tangible or intangible offerings designed to meet customers' needs, manage product life cycles, and make key decisions on quality and branding.
- Price/Cost: Represents acquisition costs and perceived value, including discounts and payment terms.
- Place/Convenience: Considers product availability and ease of access, emphasizing online purchasing due to the rise of internet marketing.
- Promotion/Communication: Involves targeted communication methods, including digital marketing, direct selling, and traditional advertising.
- People: Focuses on the roles of individuals in service delivery, essential for transaction success.
- Processes: Highlights the importance of how services are delivered, including customer wait times.
- Physical Evidence: Incorporates tangible elements of service delivery, such as branding materials and digital presence.
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