Value and Satisfaction:
The buyer chooses the offerings the or she perceives to deliver the most value, the sum of the tangible and in-tangible benefits and costs to her. Value, a central marketing concept, is primarily a combination of quality, service, and price , called the customer value triad.Value perceptions increases with quality and services, but decreases with price. Satisfaction reflects a person's judgment of a product's perceived performance in relations to expectations.
> If the performance falls short of expectations, the customer is disappointed.
>If it matches expectations, the customer is satisfied.
>It it exceeds them, the customer is delighted.
Marketing Channels:
To reach a target market, the ,marketer uses three kinds of marking channels.Communication channels deliver and receive message from target buyers and include newspapers, magazines,
radio, television, mail, telephone,posters, fliers and the Internet.Beyond these , firms communicate through the look of their retail store and web other media.Marketers are increasingly adding dialogue channels such as e-mail ,blogs and toll-free numbers to familiar monologue channels such as ads.The marketer uses distribution channel to display,sell or deliver the physical product or service to buyer or user.These channels may be direct via the Internet ,mail,or mobile phone or telephone,or indirect with distributors , wholesalers, retailer and agents as intermediaries.
Supply Chain:
The supply chain is a longer channel stretching from raw materials to components to finished products carried to final buyers.Each company captures only a certain percentage of the total value generated by the supply chain's value delivery system.When a company acquires competitors or expands upstream or downstream, its alm is to capture a higher percentage of supply chain value.
0 comments:
Post a Comment