Using a SWOT analysisA SWOT analysis is an analytical method used to identify and understand both the internal and external factors which have an impact on the company’s business environment. SWOT is an acronym that stands for:Strengths (S),Weaknesses (W),Opportunities (O) andThreats (T).This particular business tool can be used to formulate and select the proper marketing […]
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Overview of the 4P’s Marketing MixA key model in marketing is the marketing mix, usually known as the 4P’s (where the 4P’s are product, price, place and promotion). The 4P’s marketing mix model is commonly covered in all marketing textbooks, with some introductory texts also addressing the expanded marketing mix (the 7P’s), which is more
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Using and Understanding the Intangibility ContinuumEssentially all product offerings in the marketplace are a mix of services and goods – that is, intangible and tangible elements. This was first documented by Lynn Shostack in 1977 in a journal article published in the Journal of Marketing (Breaking Free from Product Marketing). (Note: It is at a
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What’s the Difference between Services Marketing and Customer Service?When you study Services Marketing at university, essentially you are learning about firms that primarily sell a service as their core product. The whole essence of a services marketing textbook revolves around “pure” service firms.However, when we hear the word “service” we often think of customer service.
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Understanding Benefits and FeaturesConsumers buy product solutions – that is, the benefits of the product or service – for their need/problem.Consumers are generally more interested in meeting their needs and solving their problems, rather than the details of the product features.For example, what do you think consumers would care about more; whether there is an
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What is Customer Value?Customer value is a key topic in the study of marketing. But what is meant by customer value? It varies by customer, so let’s look at a few examples of how consumers see value. In each case the consumer’s statement gives some insight into how they assess value.As you will see, value
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What are some possible benefits and costs when determining customer value?A fundamental concept in successful marketing activities is the offering of value to the firm’s target market/s.Benefits are delivered through design aspects and product attributes that provide some advantage or positive outcome for the end-consumer. The more benefits perceived by the consumer, the more likely
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List of SERVQUAL QuestionsBelow is a table (and a diagram at the bottom) containing the 22 questions originally used to construct the SERVQUAL model. There are several issues to note about the structure of the SERVQUAL questionnaire:About half the questions are posed as a negative question (as highlighted in the below table). This approach was
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Learn about the key differences between service quality and customer satisfaction in marketing and customer service. Find out why it’s important for companies to achieve both high levels of service quality and customer satisfaction for long-term success.
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What is meant by “execution” in an advertising sense?In advertising and communication programs, one of the challenges is to execute a good creative idea.Marketing students sometimes have difficultly understanding how an idea may or may not be executed well.This is because, in theory, once a creative campaign has been planned out, its execution should be
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