Introduction to Marketing

Bangor Transfer Abroad Programme

Delivery of ValuesDelivery of Values –

Being Close to the CustomerBeing Close to the Customer

Introduction to Marketing

Bangor Transfer Abroad Programme

StructureStructure

• Delivery in Marketing

• Components of Delivery • Channels • People • Systems • Framework for Delivery

Introduction to Marketing

Bangor Transfer Abroad Programme

Delivering ValuesDelivering Values

POSITIVES

Add value

Add Margin

Create Loyalty

NEGATIVES

Erode Value- Created

Reduce Loyalty

Encourage Switching

Management of Delivery

Introduction to Marketing

Bangor Transfer Abroad Programme

Delivery of ValuesDelivery of Values

Marketer

Logistics PeopleSystems/

Technology

Targeted Customers

Introduction to Marketing

Bangor Transfer Abroad Programme

LOGISTICS

- Channels - Transport

PEOPLE

- Human interactions

SYSTEMS

-The way we work

+

Focus on…Focus on…

Introduction to Marketing

Bangor Transfer Abroad Programme

Delivery through….Delivery through….

Marketer

Channels of Distribution

Targeted Customers

Direct

Introduction to Marketing

Bangor Transfer Abroad Programme

Channels of Channels of DistributionDistribution

An Interacting set of organisations and institutions that move the product / service to the customer. In terms of

- Physically - Ownership

Introduction to Marketing

Bangor Transfer Abroad Programme

Economic basisEconomic basis

Introduction to Marketing

Bangor Transfer Abroad Programme

Managing ChannelsManaging Channels

Opportunities

• cost reduction

• increased customer benefit • expanded customer base • joint marketing

Problem Areas

• Cost of Margin• Loss of control• Distributor power • Distributor competition

Introduction to Marketing

Bangor Transfer Abroad Programme

People ““You tell Customers You tell Customers what makes you what makes you great.great.

Do Your Do Your Employees Employees Know?”Know?”?

Introduction to Marketing

Bangor Transfer Abroad Programme

Alison’s Story

• The Power of A PersonA Person • The Effect on Brand Loyalty • The Impact of “Moments of Truth” • A company that really does put its Brand Values into action

Introduction to Marketing

Bangor Transfer Abroad Programme

Systems / TechnologySystems / Technology

Marketer Customer

Enquiry

Order

Billing

Service

Introduction to Marketing

Bangor Transfer Abroad Programme

Systems DesignSystems Design

• “User – Friendly”

• Integrated internally

• Based on Adding Value

Introduction to Marketing

Bangor Transfer Abroad Programme

Framework for Service Framework for Service DeliveryDelivery

Customers

Who are They?

Resources

What do we have?

How to use?

Needs of Customers

What is needed?

Service DeliveryWhat are we doing?Should be

doing?

MeasureTargets

Outcomes