introduction to marketing bangor transfer abroad programme delivery of values delivery of values –...
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Introduction to Marketing
Bangor Transfer Abroad Programme
Delivery of ValuesDelivery of Values –
Being Close to the CustomerBeing Close to the Customer
Introduction to Marketing
Bangor Transfer Abroad Programme
StructureStructure
• Delivery in Marketing
• Components of Delivery • Channels • People • Systems • Framework for Delivery
Introduction to Marketing
Bangor Transfer Abroad Programme
Delivering ValuesDelivering Values
POSITIVES
Add value
Add Margin
Create Loyalty
NEGATIVES
Erode Value- Created
Reduce Loyalty
Encourage Switching
Management of Delivery
Introduction to Marketing
Bangor Transfer Abroad Programme
Delivery of ValuesDelivery of Values
Marketer
Logistics PeopleSystems/
Technology
Targeted Customers
Introduction to Marketing
Bangor Transfer Abroad Programme
LOGISTICS
- Channels - Transport
PEOPLE
- Human interactions
SYSTEMS
-The way we work
+
Focus on…Focus on…
Introduction to Marketing
Bangor Transfer Abroad Programme
Delivery through….Delivery through….
Marketer
Channels of Distribution
Targeted Customers
Direct
Introduction to Marketing
Bangor Transfer Abroad Programme
Channels of Channels of DistributionDistribution
An Interacting set of organisations and institutions that move the product / service to the customer. In terms of
- Physically - Ownership
Introduction to Marketing
Bangor Transfer Abroad Programme
Economic basisEconomic basis
Introduction to Marketing
Bangor Transfer Abroad Programme
Managing ChannelsManaging Channels
Opportunities
• cost reduction
• increased customer benefit • expanded customer base • joint marketing
Problem Areas
• Cost of Margin• Loss of control• Distributor power • Distributor competition
Introduction to Marketing
Bangor Transfer Abroad Programme
People ““You tell Customers You tell Customers what makes you what makes you great.great.
Do Your Do Your Employees Employees Know?”Know?”?
Introduction to Marketing
Bangor Transfer Abroad Programme
Alison’s Story
• The Power of A PersonA Person • The Effect on Brand Loyalty • The Impact of “Moments of Truth” • A company that really does put its Brand Values into action
Introduction to Marketing
Bangor Transfer Abroad Programme
Systems / TechnologySystems / Technology
Marketer Customer
Enquiry
Order
Billing
Service
Introduction to Marketing
Bangor Transfer Abroad Programme
Systems DesignSystems Design
• “User – Friendly”
• Integrated internally
• Based on Adding Value
Introduction to Marketing
Bangor Transfer Abroad Programme
Framework for Service Framework for Service DeliveryDelivery
Customers
Who are They?
Resources
What do we have?
How to use?
Needs of Customers
What is needed?
Service DeliveryWhat are we doing?Should be
doing?
MeasureTargets
Outcomes