Marketing in MBA, Marketing, Marketing Concept, Mba Marketing Notes,

Marketing in MBA

 Internal marketing
The internal marketing concept is the role of workers in
achievement of organizational objectives . This indicates that employees
the organization is the first market and consumers are the second .

The two objectives of internal marketing as Gronroos are: -
 To ensure that employees are motivated to
customer-oriented and service-oriented and performance
therefore fulfill their duties as the " part-time marketer " in
interactive marketing tasks .

 To attract and retain good employees.

external marketing

External Marketing is the interaction of the service with the
target market.

Includes external marketing communications campaigns by the
service provider to inform, educate , persuade, train and influence
customers to buy services.

Marketing outsourcing is popularly known as " promotion" in
traditional marketing . The five major components are: -

 Advertising
 personal selling
 Sales promotion
 Advertising and PR
 Direct Marketing
Interactive marketing

Interactive marketing is conducted among employees of service contact
business and consumer service .

Interactive marketing management is the process through which a series of
interactions between service providers and consumers are organized to
facilitate the effective participation of the production and consumption of services
that meets the needs and desires of consumers and make
positive quality in the customer perceives .

Consumer Behavior

Consumer behavior is defined as the activities people undertake to
obtaining, using and disposal of products and services.

Can also be defined as a field of study that focuses on consumers
activities.

Today the focus is also on why and how people use the product
In addition to why and how they buy .

Consumer expectations

Customer expectations are beliefs about service delivery that
function as standards or benchmarks against which performance
judged .

Knowledge of customer expectations helps sellers to
full service design packages that will deliver satisfaction.
Perf'ce Service Level Customer Response
Exceed max. level of experience Very satisfied / delighted
Max . Satisfied service level
Indifferent appropriate service level

Dissatisfied minimum service level

Below the minimum level very dissatisfied

9. Tolerance Zone

Tolerance zone is between maximum level of service expectations
and the minimum level of service expectations .
Zone of tolerance varies from client to client and also
differs for the first time the service and recovery service .
The tolerance zone would be low in the case of important factors
would be high in the case of not very important factors.

10 . Perception Service

Customers perceive services in terms of quality of services and
their overall satisfaction with their experiences.

The evaluation of services varies from person to person , culture to
culture and situation to situation.
Factors influencing the perception of customer service : -
Dating Service : When we come face to face with the
service providers from the receipt of the end
meeting.

Service Tests : These are the tangible elements surrounding the
basic service

Image : What is the brand image in the minds of
people also will determine the perception

Price : The higher the price , the greater the perception and vice versa

11. Consumer Decision Process

This means that the process continues to an end consumer : Up
decision.

Consumers tend to follow a four-step process in making purchase
decisions: -
Identifying the problem : We take a buying decision
something when there is an unmet need or want. So the
first step is to identify the problem.

Finding Information : Once the problem is identified , then
have to start looking for alternatives that satisfy
our need / want .

Evaluation of Alternatives : After discovering the alternatives,
must evaluate alternatives that best suits us.

Purchase , consumption and investment: Once you have zeroed in
to an alternative, then go ahead and buy that product.
After purchasing, we consume / use . After use , it
delete / sell that product . This completes the Consumer
Decision process .


12. Customer Satisfaction

Customer satisfaction is a measure of how products and services
supplied by a company meet or exceed customer expectations .

In simple terms, the satisfaction is the evaluation of a product customers
or service in terms of whether that product or service has met its
needs and expectations.



Satisfaction is the fulfillment of customer response . It is a judgment
that a product or service feature , or the product or service itself,
provides a comfortable level of consumption-related fulfillment .
13. customer Delight

Global competition today is fierce , and customers are only
satisfied with the products or services of your company soon attracted
away from their competitors. The Customer Delight Principle reveals how
Today's top sellers retain and grow their customers constantly
bases go beyond satisfaction to discover and fill each
needs that are not yet essential , customers , virtually eliminate
negative , and drive your customers to new levels of repeat purchase ,
loyalty, and pure delight.

Offer customers additional value will delight them by exceeding their
expectations and ensure their return


14. Customer Retention


For customer retention , we refer to that customer that has entered our
loop should stay with us for a long period of time.
We put every effort to retain that customer from many
the money has been spent in the pursuit of that customer.
15. Customer Loyalty

A loyal customer is one that will come back to us again and again.
Loyal customers never switch brands.

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