This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: • Satisfaction leads… to loyalty… to sales… to (perhaps) profits • VERY satisfied customers are precious… they are “apostles!” • VERY dissatisfied customers are “terrorists!” Marketing Mix Factors • Product • Price • Promotion • Place-These are all controllable factors “Practice” Viewpoint Sounds like the “marketing concept” is the Holy Grail, anyone who does not subscribe must live in the Dark Ages… What is wrong with it: Marketing problems • Marketing Myopia o we have a narrow vision of the marketplace and we look at the products too precisely • Costs of information exceed revenues generated • Researchers learn expressed needs o Consumers not visionary, misleading, technologically naïve – DANGER in being “too” customer oriented o Consumers can be plain wrong! • Passion for customers? What about employees? • Macro Changes...
View Full Document
This note was uploaded on 12/03/2007 for the course AEM 2400 taught by Professor Mclaughlin,e. during the Fall '07 term at Cornell University (Engineering School).
- Fall '07