resolving customer complaints
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-A company cannot always prevent service problems, but it can learn from
them
-Good service recovery can turn angry customers into loyal ones
-To have effective complaint resolution, managers -must empower frontline
service employees
-When a customer does complain, management should be grateful
because it gives them a chance to resolve the complaint and gain the
customer's repeat business
intangibility
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, cannot be held, touched, or seen before the purchase decision
needs, wants, and demands
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needs: a state of felt deprivation
wants: objectives that will satisfy needs
demands: when backed by buying power, needs are met
marketing
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the process by which companies create value for customers and society,
resulting in strong relationships
diversification growth
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management ideally will discover several ways to grow; however, if they are
not enough management will also examine diversification opportunities
4 P's of marketing mix
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-A company cannot always prevent service problems, but it can learn from
them
-Good service recovery can turn angry customers into loyal ones
-To have effective complaint resolution, managers -must empower frontline
service employees
-When a customer does complain, management should be grateful
because it gives them a chance to resolve the complaint and gain the
customer's repeat business
intangibility
Give this one a try later!
, cannot be held, touched, or seen before the purchase decision
needs, wants, and demands
Give this one a try later!
needs: a state of felt deprivation
wants: objectives that will satisfy needs
demands: when backed by buying power, needs are met
marketing
Give this one a try later!
the process by which companies create value for customers and society,
resulting in strong relationships
diversification growth
Give this one a try later!
management ideally will discover several ways to grow; however, if they are
not enough management will also examine diversification opportunities
4 P's of marketing mix
