Lecture 7 Guest THoM Flashcards
What are customer promises
a clear statement of what customers can expect from a business
how to make customer promises, what is the process
customer research -> draft promises -> pilot testing -> reformulating -> creation of promises
what are advantages of customer promises
increase buying intention
increase customer satisfaction
chances for service recovery
internal focus
why do customer promises increase buying intention
you help the customer make their choice
why do customer promises increase customer satisfaction
the promises make the customer aware of the delivered quality and value
why do customer promises leave chances for service recovery
feedback allows to improve the business
service recovery improve satisfaction and loyalty
why do customer promises better the internal focus
promises give direction to employees and their behaviour
what is the marketing framework
who is my customer
what do I offer
where to find the product
How do i connect
what are ways to connect and how to do so
awareness: test different visuals and formats of online posts
drive consideration: user generated content
increase purchase intention: drive sales to BOL.com
what are 3 pricing models
cost-based pricing
competition-based pricing
value-based pricing
what is the best pricing model
value-based pricing
