Precis_Group_9_8thjuly (1).docx - Marketing Strategy Sec E...

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Marketing Strategy 08/07/2017 Sec E; Group 9 Following concepts we understood in class Customer Delight: It is an added value to the product, which may not be a parameter of preference for the product, but create a positive emotional reaction which leads to word of mouth or decrease purchase decision making time. Moment of Truth: Instances or moments when customer interacts with the brand and perceives an impression about it. For example, a delivery boy of a food chain apologizing for delay in delivery or a service center guy of an automobile company behaving rudely. Signature moments: They are moments specifically created by the company to create a distinct image in the minds of customer. Staff of a hotel chain welcoming guest in traditional way can be a signature moment. External environment analysis is required to understand how much stable environment is and is a factor to be considered in making marketing strategies. PESTEL analysis is done of comprehensive study of external forces. PESTEL: Political, Economic, Social, Technological, Environmental and Legal. Another important external
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