Customer Value, Satisfaction & Brand Loyalty
Customer Value, Satisfaction & Brand Loyalty
Marketing Management’s Delicate Balance
For new customers, setting appropriate expectations is crucial. High expectations risk buyer disappointment, while exceeding expectations fosters brand loyalty beyond mere product preference. Complacency builds emotional connections, strengthening the bond with the brand. The aim of marketing management is to generate customer value and company profitability—a delicate balance.
Quality and Customer Satisfaction
Quality
Read MoreMonetary and Banking Systems: A Comprehensive Analysis
1. Monetary vs. Banking Systems and the Creation of Money
Banking systems can create money by issuing currency (e.g., central banks) or by multiplying deposits (e.g., commercial banks). Monetary systems, however, are broader, encompassing financial intermediation (e.g., investment banks, development banks).
2. Factors Increasing the Banking Multiplier
The banking multiplier increases with higher public preference for demand deposits over paper money and lower bank reserve ratios. That is, a higher
Money Demand, Banks, and the Spanish Financial System
Money Demand
Porter’s Generic Strategies: Cost Leadership, Differentiation, and Focus
Michael Porter’s Generic Strategies
Competitive Strategies
Def: To take offensive or defensive actions to establish a defensible position in an industry and effectively deal with the five competitive forces:
- Market entrance
- Risk of substitution
- Bargaining power of buyers
- Bargaining power of suppliers
- Rivalry among existing competitors
Three Generic Strategies:
- Cost leadership
- Differentiation
- Focus (or concentration)
While using one strategy is ideal, some companies successfully use more than one.
Effective implementation
Read MoreCompany Growth Strategies: Internal, External, and Multinational Corporations
The company grows in two ways:
- Internal growth: Making new investments in the company, thereby increasing its productive capacity. Also known as organic growth.
- External growth: This involves the acquisition, participation, or control of existing businesses. It often emerges when internal growth has reached significant dimensions. Also called financial growth.
INTERNAL GROWTH FORMS
A) Based on increasing specialization in traditional products and markets:
- Market penetration involves increasing the corporation’
Marketing Strategies and Financial Concepts
Market Segmentation
Market segmentation is the process of dividing a market into smaller, uniform groups with similar characteristics and needs.
Segmentation Variables
The variables used for segmentation include:
- Geographical variables
- Demographic variables
- Psychographic variables
- Behavioral variables
Marketing Mix (4Ps)
Product/Service
A product (tangible or intangible) provides a market for purchase, use, or consumption, satisfying a need or desire. Products have a lifecycle influenced by consumer response
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