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Customer Expectations

Customer Expectations - Ten Reasons Clients May Become...

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Ten Reasons Clients May Become Unhappy with your Service The client is not happy with the quality of your work. Your service has failed to achieve the desired or expected result. You have performed poorly or have made a mistake. You behave unprofessionally or have a conflict with the client. You miss your deadline. Your bill exceeds your estimate.
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The client wants more service than what you can provide. The client wants a different service than you are providing. The client wants more freebies and extras. There is a misunderstanding, miscommunication, or poor communication between you and the client. Ten Reasons Clients May Become Unhappy with your Service
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Keys to Understanding Markets Marketing Information System – people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely and accurate information to decision makers Marketing Intelligence system – procedures and sources used by managers to obtain information daily about marketplace developments Marketing Research – systematic design, collection, analysis, and reporting of data and findings relevant to specific marketing situations
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Research Process Step 1 Define the problem/opportunity, decision alternatives, research questions Sales are down is a symptom – seek to understand what factors might be leading to the decline in sales (correlation? Cause/effect?)
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Research Process Step 2 Develop the Research Plan – designing an efficient, affordable plan for gathering needed information Observation Focus Groups Surveys Behavioral data Experimental
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Research Process Step 3 Collect the Information – the process of actually gathering the data from relevant publics Not-at-homes Uncooperatives Unfriendlies Biased (both respondent and interviewer) Dishonest (both respondent and interviewer)
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Research Process Step 4 Analyze the Information – statisticians lie, statistics do not Step 5 Present the Findings – honesty in reporting/no meddling with statistics Step 6 Make the Decision – a bias toward empiricism rather than politics
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What to Measure? Potential Market – set of customers who have sufficient level of interest in what the firm is offering, sufficient income, and access (MAD customers) Available Market – subset of potential market (MAD customers) Target Market – those customers that are qualified and the firm decides to pursue Penetrated Market – set of cusomters who are buying the product
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Company Demand and Sales Forecast Company Demand – estimated share of market demand at various levels of marketing effort (how the marketing mix is viewed by customers) Company Sales Forecast – expected level of sales based on selected marketing strategies and knowledge of marketing environment Sales Quota – Goals set for products, divisions, salespeople, etc.
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