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THE Marketing Study Guide

Prepared by a marketing lecturer, designed for university-level students

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Tag: services marketing

The annual profit of a customer in CLV

 

Customer lifetime value has three main components:

  • The acquisition cost of customer
  • The annual profit of customer
  • And the lifetime of the customer to the firm

The annual profit of a customer

The main component of the customer lifetime … Read more...

Author Geoff FrippPosted on Categories Customer Relationship Management, MetricsTags clv, services marketing

When to use customer journey maps?

 

Customer journey mapping is a visual technique designed to outline how:

  1. The brand reaches a consumer’s consideration (evoked) set
  2. How the consumer progresses through the buying decision process and selects a suitable brand, and
  3. The consumer progresses through consumption
… Read more...
Author Geoff FrippPosted on Categories Branding, Promotion Concepts, Services MarketingTags brand, communications, customers, services marketing

Video example of the promotional era

 

The difference between the marketing concept and the promotional era

In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing … Read more...

Author Geoff FrippPosted on Categories Introductory Concepts, VideosTags advertising, case study, promotion, services marketing, video

Services Marketing versus Customer Service

 

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 … Read more...

Author Geoff FrippPosted on Categories Services MarketingTags customer service, positioning, services marketing

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

  • About
    • Privacy Policy
  • Base Concepts
  • Strategy
  • Environment
  • SWOT
  • Consumer Behavior
  • Segmentation
  • Product Mix
  • New Products
  • PLC
  • Promotion
  • Pricing
  • Services
  • CRM
  • Research
  • Metrics
  • Ethical
  • Videos
  • Career Quiz
  • All Articles
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