TAILIEUCHUNG - Wiley Marketing Concepts Every Manager Needs to Know_3

Tham khảo tài liệu 'wiley marketing concepts every manager needs to know_3', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Differentiation 51 How to Differentiate Product features performance conformance durability reliability repairability style design . Service delivery installation customer training consulting repair . Personnel competence courtesy credibility reliability responsiveness communication skill . Image symbols written and audio video media atmosphere events . ready been discovered and exploited. They argue that meaningless differentiation can work. For example Alberto Culver makes a shampoo called Natural Silk to which it does add silk despite admitting in an interview that silk does nothing for hair. But this kind of attribute attracts attention creates a distinction and implies a better working formula. irect Mail When direct mail is at its worst it consists of a cold mailing to a list of names and addresses with the hope of hitting a 1 to 2 percent response. The response is low because the message doesn t go to people with a need for the product or arrive at the time they need it. Hence the term junk mail. When direct mail is refined the company segments the list finds the best prospects and limits the mailing to them. In this way the company saves money with a smaller mailing and achieves a higher response rate. Most mailings focus on achieving a single sale. They lack anything related to building a customer relationship and an emotional bond. The best case is where the company s offers satisfy the customers and where the company mails neither too frequently nor too infrequently and becomes a respected supplier of a certain set of satisfying products and services. What I can t understand is why I receive the same catalogs over and over even though I never buy anything. Don t they notice this Why don t they send an e-mail asking whether I want to continue receiving their catalog This is the essence of permission marketing and it would save these catalog companies a lot of money. 52 Team-Fly distribution Iryand Channels For many companies making the product doesn t .

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