Unit 6 - Marketing and Customer Service System

Marketing System

Activities involving creating, communicating, and exchanging offerings of value.

Market Planning

Strategy development for marketing efforts.

Marketing Research

Understanding customer needs and market conditions.

Market Deployment

Executing strategies like advertisements.

Customer Orientation

Aligning offerings with customer needs.

Product Differentiation

Creating unique product features (supply-led).

Market Segmentation

Dividing the market based on demand (demand-led).

Customer Service

System linking order placement to delivery, aimed at customer satisfaction.

Nature of Customer Service

Understanding and meeting customer expectations.

Pricing Factors

Replacement cost, market comparison, NPV, value comparison.

Pricing Strategies

Demand, competitive, penetration, cost-plus, price skimming.

Service Quality Dimensions

Technical and functional quality.

Tangibility

Perception from physical facilities and materials.

Reliability

Consistency in promised service delivery.

Responsiveness

Willingness to help and provide prompt service.

Assurance

Ability to inspire trust and confidence.

Empathy

Providing caring, individualized attention.

Expected vs. Perceived Service

Comparison between expected and actual service experience.