Lecture 2 Delighting customers: Overview of marketing strategy planning

Lecture 2 Delighting customers: Overview of marketing strategy planning

Info iconThis preview shows pages 1–14. Sign up to view the full content.

View Full Document Right Arrow Icon
David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business ugba  106 Marketing © D. Robinson, 2009 Lecture 2: Delighting Customers
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Class 2: Delighting Customers 1. Understanding the Value Proposition 2. What we should learn from BARE Magazine 3. How firms delight their customers 4. A review of Marketing Strategy To help you with your case presentations
Background image of page 2
A note on Curriculum Marketing Delighting Customers Attractive Markets Marketing Mix Competitive Strategy
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Value Proposition A Key Concept in Marketing Planning
Background image of page 4
The Shanghai Maglev Train
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Shanghai Maglev Train Top speed is 270 mph 30 Km in just 8 minutes! Round-trip, just $10
Background image of page 6
The Shanghai Maglev Train 30 Km in just 8 minutes! Top speed is 270 mph Round-trip, just $10 But nobody is taking it to the airport !
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Why does no one take this train to the airport? 1. 22 minute cab-ride from major hotels 2. Carry your bags up the escalator 3. Wait in line to buy ticket 4. Trains depart every 20 minutes
Background image of page 8
Contrast this with the Hong Kong Airport Express
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Shanghai Hong Kong Top speed is 270 mph 30 Km in just 8 minutes! Round-trip, just $10 Top speed just 80 mph 34 Km in 23 minutes Round-trip, $22 But it’s a great success!
Background image of page 10
Terminal right to city center Airport Central
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Hong Kong Airport Express Enter the train at passenger level Departures every 12 minutes
Background image of page 12
Hong Kong Airport Express Understands the “Value Proposition” 270 mph is a “Product feature” that may or may not provide a customer benefit What the customer wants is to be at the airport on-time, as cheaply as possible, with zero “hassle” (The customer doesn’t value 270 mph itself)
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 14
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 12/15/2009 for the course UGBA 106 taught by Professor Robinson during the Fall '07 term at Berkeley.

Page1 / 44

Lecture 2 Delighting customers: Overview of marketing strategy planning

This preview shows document pages 1 - 14. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online