Week_2_4_2007 - Problems with Marketing Concept Marketing...

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Unformatted text preview: Problems with Marketing Concept Marketing Myopia Costs of information exceed revenues generated Researchers learn expressed needs Consumers not visionary, misleading, technologically nave Consumers plain wrong Passion for customers? What about employees? AEM240Marketing C ORNELL ES-CS Linkages at Supermarket X Employee Satisfaction Customer Satisfaction Store Performance Findings: Determination of CS Factors Overall, has low everyday prices Has great sales in its store circular Carries all the grocery items, brands, and sizes Value High quality in-store bakery High quality seafood Excellent quality fresh fruits and vegetables High quality deli meats and salads High quality fresh meat Fresh, high quality dairy products Actively supports the local community Quality Extremely helpful employees Fast check out service Excellent service in the deli Always has the items advertised in their circular in stock Strict sanitation standards Customer Service Survey Items Satisfaction Factor Findings: Drivers of CS at Supermarket X Approximate equal contribution of factors to Overall Satisfaction: * Customer Service 32% * Value 36% * Quality 32% Findings: Links between ES and CS Overall ES influences CS with Service ; a one point increase (decrease) in overall ES results in a 0.1 increase (decrease) in CS with Service Factor Overall ES does not affect CS with either the Quality and Value Factors Findings: Linking ES, Customer Satisfaction and Store Performance One-point increase in store ES 0.10 point increase in CS with Service 1% increase in annual store sales per square foot $7 increase in the average of $593 per square foot per year Increased annual store sales of $400,000 Problems with Marketing Concept Marketing Myopia Costs of information exceed revenues generated Researchers learn expressed needs Consumers not visionary, misleading, technologically nave Consumers plain wrong Passion for customers? What about employees? No real need Demand outstrips supply Art, religion But even here, must live with consequences AEM240Marketing C ORNELL Where Are We Now? Customers Competencies Competitive advantage Quality--TQM Benchmarking--TQM Competitors Where do we want to go? BCG Matrix Market Product Analysis Setting Strategic Directions BCG Matrix The Automotive Industry: Case of Ford Market Growth Rate Low Low High High Relative Market Share Stars Cash Cows Question Marks Dogs Compact Cars & SUVs ( Freestyle ) Hybrids ( Escape ) Motorcycles Mid- & Full- size SUVs ( Explorer ) Luxury Cars ( Jaguar X-Type ) Full-size Pickups ( F-150 ) Minivans ( Mazda MPV ) Marketing Environment Factors these are not controllable......
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Week_2_4_2007 - Problems with Marketing Concept Marketing...

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