Category «Marketing Basics»

This Category includes basic marketing concepts for all kinds of goods and services.

The Art of Designing a Retail Store Positioning Strategy

The Art of Designing a Retail Store Positioning Strategy

Before designing a retail store, one must have a deep understanding of their target customer psychological mindset, their decision-making patterns & factors which are influencing their buying decisions now of purchase. Requirements for Positioning a Brand & Customizing a Retail Store A salesman must be smart and quick enough to figure out “Customer’s need, requirements, …

Strategy to Manage Purchasing Behavior of Opposite Gender Customers

Strategy to Manage Purchasing Behavior of Opposite Gender Customers

There are many ways to manage opposite genders purchasing behavior. But the question is how and why opposite gender customers behave difficulty. Key learning points from this article. How opposite gender behave s as a customer Why opposite gender differently when shopping or continuously. What are the indicators of these different customer behaviors based on …

Daraz.pk vs Koovs.com – SWOT Analysis

Daraz.pk vs Koovs.com - SWOT Analysis

DARAZ.PK SWOT Analysis Daraz is an online Pakistan based retail store which provides almost all kind of subsidiary products both for men and women.  (E.g. footwear, clothes, jewelry, stationary, electronics and supplementary household items). It was founded in 2012. Strengths Employee power (3626 employees) Market leader in online Pakistani market. Strong brand awareness and recognition …

Strategies to resolve customer’s false claims

Strategies to resolve customer’s false claims

Strategies to resolve customer’s false claims Types of customer’s false claims Price based claims Claims regarding product packaging (most customers return the products by excusing that an unpacked or previously used product was delivered) Claims based on compromised product/service quality Product features/specifications-based claims (e.g. product size, color, usage value wasn’t that good as described) Some …

MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation

MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation

MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation Introduction to MARCA’17 Marca2k17 (MARCA’17) is an official #tag & brand name of e-commerce project which was held in Bahria University Islamabad on 9th-10th May 2017. There were three Mega events organized by the respective Marketing Clusters of Management Sciences.  Events include “Open House”, …

Classifying Services in International Markets

Classifying Services in International Markets

A useful typology of service firms in international markets is provided in Figure.  It distinguishes and gives examples of different types of service firms operating internationally with reference to two main qualifying dimensions: their respective degree of intangibility, and the respective degree of face-to-face client contact required or necessitated. Each of the four cells illustrated …

International Services Marketing Exercise Answers

International Services Marketing Exercise Answers

Q:  What are the reasons for Servcorp’s success in international markets? To what extent has Servcorp been able (a) to standardize, and (b) to customize its service offering worldwide? A: In international markets Servcorp has obviously developed both a mix of standardization (office layouts, facilities available, the way each client is treated) and customization (local …

Methods of Services Expansion in International Markets

Methods of Services Expansion in International Markets

As with domestic market expansion, several options are available.  These include: Embedding services in some physical storage medium as a form of support which may be self-delivered (in the form of computer software, videos or international Satellite and telecommunications for example) or delivered in person by an on-site representative of the service organization. Using licensing …

Factors that Drive an Organization to Provide Its Services Internationally

Factors that Drive an Organization to Provide Its Services Internationally

Understanding the nature of international services first Services now account for approximately 30% of total trade world-wide. There is a few factors that drive an organization to serve in international markets.  While the mix and proportion of export services varies from one country to another. Service Categories The main categories include; Factors that Drive an …

Promoting Services Review Questions and Answers

Promoting Services Review Questions and Answers

Q:  In marketing communications it is often necessary to make a distinction between your own target market and other audiences.  Why?  Answer:  For the purposes of promoting services and to communicate a marketer must often make distinctions between audiences and different types of behavior.  For example, with target market customers distinctions can be made between …

The Marketing Communication Mix and its Role in Promoting Services

The Marketing Communication Mix and its Role in Promoting Services

The Marketing Communication Mix and its Role in Promoting Services Service marketers usually have access to numerous forms of marketing communications. The challenge is to select the most appropriate (mix) and weave them together into a coherent, integrated program that is both effective and cost-efficient.  Elements of Marketing Communication Mix The main elements of the …

Services vs Goods: Implications for Marketing Communications Strategies

Services vs Goods: Implications for Marketing Communications Strategies

Services vs Goods: Implications for Marketing Communications Strategies Most of the factors which differentiate goods from services create distinctive marketing implications for service communication strategies. For example: The intangible nature of services means that Advertising is often necessary to communicate standing and reputation and, thereby, to build trust and confidence; to put a personal ‘face’ …

Define Emotional Labor, Role Conflict, and Role Ambiguity with Examples

Define Emotional Labor, Role Conflict, and Role Ambiguity with Examples

Emotional Labor Emotional labor concerns the management of emotions by service personnel so that customers will only see desirable expressions.  An example would be a front desk manager of a hotel retaining a calm and professional appearance even when being abused by an irate guest. Role Conflict Role conflict is where service employees must manage …

Uses of Services Management Trinity in Service Industry

Uses of Services Management Trinity in Service Industry

Uses of Services Management Trinity in Service Industry Defining Services Management Trinity Whilst the power of conceptualizing the management functions as a Service Management Trinity should be evident, achieving this integration in practice may still be problematic. Unlike manufacturing in which each management function can be considered as interlocking yet separate, a service organization can …

How various types of service encounters improve customer services?

How various types of service encounters improve customer services?

How various types of service encounters improve customer services? For an organization that is considering how to improve its customer service function, whether to go ‘hi-tech’ or ‘hi-touch’, (or both) is a critically important question. Having a taxonomy of service encounters, and an understanding of what underlies differences between encounters, the service provider can maximize …