PPT-Consumer Behaviour and Positioning a Service {SERVICE MARKETING TYBMS SEM 5}

SERVICE MARKETING TYBMS SEM 5 Definition of consumer Behaviour According to prof C G Walter and G W Paul consumer behaviour is the process whereby individuals decide whether what when where how and from whom to purchase. Anne Necus. Consultant Clinical Psychologist Cambridgeshire Learning Disability Partnership. anne.necus@cambridgeshire.gov.uk. Fenland Community Learning Disability Team. Adult social care managers arranging packages as cheaply as possible.. Positioning can involve . brand. . name. , . image. , . packaging. , the way it is . delivered. but is usually a . combination. of these. - A stance. - An attitude. - A perception. - A point of view. Week 1 – Introduction to the Module. Sarah Hill. sarah.hill@bucks.ac.uk. Todays. Agenda . Names and Introductions. Blackboard – VLE. Introduction Lecture to Consumer behaviour. The study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. . Product Policy. Recognise. the central importance of "The Product" within the Marketing Mix.. Explain how the nature of a product in marketing comprises four levels: . Core product (defining category and benefit). & . Services Management. Consumer Value & Experiential Marketing . Dr. Weiyue (Jimmy) Wang. . MSc. 2. Lecture Objectives. To understand: . consumer personal value. social influences. consumer segments. Chapter Objectives. Understand the importance of the consumer in the production of a service and the impact consumer performance can have on both the operational efficiency of the business and customer satisfaction.. Ninth . Edition. Chapter . 7. Segmentation, Target Marketing, and . Positioning. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 7.1. Identify . the steps in the target marketing process.. Ninth . Edition. Chapter. . 12. Deliver the Customer . Experience. Copyright © 2018, 2016, 2012 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 12.1. . Define . retailing, understand how retailing evolves . Ninth . Edition. Chapter. . 12. Deliver the Customer . Experience. Copyright © 2018, 2016, 2012 Pearson Education, Inc. All Rights Reserved. .. Learning Objectives. 12.1. . Define . retailing, understand how retailing evolves . Second edition. Elizabeth Parsons, Pauline . Maclaran. and. Andreas . Chatzidakis. 1. Introduction: How has marketing changed?. A focus on markets, what they are and how they are constituted or shaped.. Semester IMBA. Maleeha Gul. Introduction. We are all consumers. We buy groceries, computers, and cars. We purchase services ranging from bank accounts to college educations. However, we also know that consumers are different from one another. Customer-Driven Services Marketing Strategy. Customer-Driven Services Marketing Strategy. 3 C’s. :. Customer . analysis. Overall examination of market characteristics. Customer needs and related characteristics and . Discussion Question, page 62. Explain why services tend to be harder for customers to evaluate than goods. . Continuum of Evaluation for. Different Types of Products. Clothing. Jewelry. Furniture. Houses. Semester Genap 2010/2011. Learning Objectives. Understand the meaning of the terms ‘customer life cycle’ . Define the strategies that can be used to recruit new customers. Understand how to select which customers to target for retention.