14_307_Service - USC M ar keting 307 • #14 Customer Ser...

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Unformatted text preview: USC M ar keting 307 • #14 Customer Ser vice © 2006 Ira S. Kalb. All rights reserved. 1 1. Definition . Customer service is everything related to satisfying the needs of your customers and other important publics. 2. Why is it not a separate building block of marketing? It should be incorporated in the fabric of everything the company does. 2-1. Corporate Image. In the mission component of creating your corporate image, identifying the target audience was a part of the mission. And, of course, creating, maintaining, and enhancing your corporate image involves taking good care of your publics. 2-2. Positioning. Identifying the unfilled needs of the target audience is the “Lock” component of positioning. Filling those needs with a product image is the “Key” component of positioning. 2-3. Product. In the Product session we defined it as the peripheral component of the product (to make it more tangible + real). 2-4. Price. What buyers are willing to pay is an essential component of Pricing strategies. 2-5. Distribution. Convenience and added value to the next level down is the essence of distribution. 2-6. Promotion. Communicating the benefits of the complete product to prompt a buying action is the essence of promotion. 2-7. Marketing Information System. The marketing information system monitors, analyzes, reports and takes action to improve performance and give the target audience what they need and want. Remember the ultimate goal of marketing is customer satisfaction because marketers know that if you satisfy your customers, you will end up making more money....
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This note was uploaded on 03/31/2009 for the course BUAD 307 taught by Professor Morristowns during the Fall '07 term at USC.

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14_307_Service - USC M ar keting 307 • #14 Customer Ser...

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