M- 1704C716 BMGESI DN OESONS

CAP°T*A1... . *****************************

Eighth semester Final t (Examination), 20 20

fe (Subj): BBA in Marketing Ta/ce AR (Paper/Course No): MKT4205
a / I T (Paper/Course Name): Strategic Marketinq a (Center):
Cafets (Regn No): WT (Session): 2016-17
CAT T (Roll No): 17251041 f a (Date): 21-november-2020

S8

GATT
 A-11
PO
w torthe No,-02

(uwtomut obse>ion consisten oy in istenirg

1mprove
PrperteTC ha
to the cwtomut en rome amd

to
eutome eportionce. he Omny aluoas tries
their cwstornest. hey eollec*
add value to
feed baek nd prior itiee themim u r evety evt
woinu goa. Cwstovnrt olosesion nelp to be tie

pioneer in e frortion amo aloo H no 0T

lY Competition. + l p s to mahe deuahiful

Cuytome engune the work n hord

corA
Ond
Ond Some times ighut motain to ollod
follovd.

On the othue hornd. Cwtomt orientation meom the

fo the ewstomert. Anat

gbeervation meom
alas
keeping ee on need, emondr m alho
tsends they tend to ollod. A eompamy Ucteris
 AD-41
Pa-02

to ts eustomast o t dhat thyay Thlr on

albo
on cwsbmuc Satistachon. And

tha porthiculort empam RoqRus

to prove tha

the produet in betor bom thu competitors

One

w, CwtomT oriemakion ana ewtdmu

The Aane but they do have

ooseion seom

SOme umquneY ad 6 diffors tsom each

othet
 SD-4
Pg-0

Churm
Churn eutomoe iA the lat luvel ot +he Cwotomu

Calapr who a e - at the last tage o produe

ottiratiom. Hhen a CwtometStop pwtehaning

a pecitie praduet atferu a lorg poriad a unoge

time hen ts ealled a ehuUUN CwDtomwr.

Active
Ne ewytorm
Cwtom
ehun
ewtom

o Yetain the dhwm cwstomat 1 A conPony needs

to

first o ol. t a o he deeided tod ifhe

am deal ewsdmu rot otthvrise relention m

be frutfd.

ind the dehoet ion. for dieh meonon de dopped

wwina 1e produc ond Sort aur tva Aeteckion

2eTo deteehion
 dD-41
Pg-04

Ad usig neud btons o tte customor

the shole promotional acivithen

Re ooomise
or em

intiuena greok option

Erapeje a cwts ill be a

to Rvamp

Cyeoi am afuia prooramfor e Chwna.

*Build a aing r the perronoltsedmailb.

hoe oud be my Tecomendation to

brina back the ehurn CCotdmwtA.

 AD-
P-05

eonest to eornpasa
evnemoking h the proce)

A m ' s doind voith the or mg

help to
fom i the endushr iys doing. Tat

we a oTtorma
IYmpove ms quality o

But aetore 6elecing a rivala. hoe a r

tpe obenchmark n Ahose arte

necemaNy- h06e aTe -

OPerformance benehmortk- will identit

pettormonce gap.

Poekie benoh Tmork. shown the kockirg

farel practia o tte frmn

Smestnal Benehmarckinq- A fm needn to

set a petéora bencmartk to perform atF

S let.
 0-411
Pg-O6

medn
a fir nm

rdpndl Benedmak La
quarty
to t
qualycmd
h
Compote

bet performing fim

echmorkirg
erchreTking
inbusine
when
And kosically wue morjos t h i r s
mind. Those o
Those orrre
e--
mind
itreen to be ept in

benchmorck 0goirt
ivon to
dentity
buwinem to ercmor
omchma
nat apeckn a
Sievrhty
eade t
th
Televmt dota to
p ef colee o
$o be2
be Com ppred.
tom prred.
amd operratiom
procem

hom to enchmark ogninst

ww iderdikyirg
keep in mind
tirm eedn to
a

ifhe a kaderr or a \ouoen.

postion

ocexampk. i4 AN RFL tries to Orinane

prodne line in t Tmoscket, he meeds o

Væp on luPreruooyte h cauro tupresta
neodn to
in he oallmor o, PRAN PEL

be innovative n Covmpetthon m alno

agpyemie ot Ahe same tima to set #

benchmatk in nieherockek ond in ovetall

movket R peoHive
 Aw. to ttw Q.No,-0

A mymneod to predict its neditos

Shchegy aoas to Poep a *raok of e n

em 0ompehitive odyortege.

Mo omalze Ahe on peihioyos here orLe 0rme

hat bwine meds to knovO-

eomCom ponkntA a

Futwe Gtools- efuduwte ocolt t

onpetitior need to e kouon
oloa
ahoays

and t s he prirmany eom poment

Cuuent SnoB Houo the compettor bunum

icwvertly unnirg Or competirg i the

maos eon ponnt whil rralyzing.

Aumptions Held about itself md ihe

indu
 10-4
Pg-o

Copabiu tien- Bolh 0aknem ond oreth

imporlarm be aune we will hlp to

eveat eompohiue Odvontaae

Pediehion redictinog or forecanting their

Rular ackiviies

Com pehitors 2ponse pro ile- To kenouo i Hte

Competitor atisfied th hir aTent

tymohes det
pocition shat chomge
poovoke tenm.

So theAe ra Some o o ComPonent

iu omalya ing empehtor.
 0-41
Po-o

lo nlomce he Cwtomee and 0orngekito orievtotv

COmomuM needs o continuouwly odopt hroneaies

make
mai donaen in he ornpetitve vircnme

shroaes

Covmpeitpr cermoed ShoAeo

wi type o
ompamy aluoas veep racks
eonpehtox) mov omd actiitien ond

to counter e m mth aothut shrategy

CcustomuU Centerted sporoy

On the Corary, thi tupe ok orgam isatiohs

aludaud
alaud toccud On Cwstomer dovelopments.. And

providen a be tert position han eom peitoy- Ceteted

Company
 ID-4
Pg-

Mortket centored compomu

Thue aste mtwe o previow tuoo.

too.

focuse on bah competitox ord cwtomot

deveopmend desianing shotegien.

So
So that ustifen Hooleys Statemnt 1hat in.

i necemarty 1 bolonce aetoeen ewome

Compehikorn.
 P-12

e)
Value i at a cwtomut get 'n etwtn

ha
shar sme paid And mot a 1h tmeit hon

ven propert value.

There ore wee differunt and price senstiVita

hig Cpertational
exeulunme

Prica sensiivity Produe

uadersnip
Cwstomuut

Lod
inittnae
Louo iigh
enast
sensitivty

Opøtotiona excellen oftes thbe price

wth ast convenien C
for burrgT king and MeDonad

Rcduet ladorship -

Cfortng produet hat push

t ooundories produe and Sevice
Fo -Nike 0mc itel
Cwomu itimaey Delivuúna nad owtomort
ont aan
tor
on
cullivalioaladionship.
e- Dell hn ewtonsed optop

Tese ore te volue dis cipines ond priceoerah

pricekoneh
senstivin ht 2reos Hme ot
meeting the
Meedn K cwstomes.
 TD-41
P-4
Aw 4o (he Q.NO,-05

Thene Five
ae
components hat dif ohcgic
Salu Ovaomisotions fom Otuu.

nvotvement ome e best ou a uiren

t eeds to hod te cal at Hne midd\e o
a

Smeigence- Shelioence vl oring eustbmeus

knadledoe a t primasy sou

ui e l p for muloing bus

rheapahon- atr Imtegrating the n olvement

amd inteleaence ounemn eveot e r S umchiona

devabpment

ertna maein hee viI met craos

(eoprtding froduet in slde e buminkm.
 A0-41
g-
Snfrasruuchu - he enre uctre com be

md
buil4b
davelop CcustomUT eotionhip

evaalt compatthive ad vomtoge.

So huw th aoovementioned tive Core

Cuaracteushiea, o firm ditfas in shrotegje ales

tink.
 0-41
Pg-16

Custom portfoio bomicaly meo. th ist t

Varuou SemMente d OwstoneTA . he pes ae

Dive et eromnel- Contains Cuytome oith

wth
vartiow pre«peeBs. Smallur accoumts

Lo Telatdnship. eg- telemorcketihg,

intermet

Middle morhet Conto -

Cuotomuu th

modera seation. voitn varunng

prospeetS. e- ADLC finomce. They

r t most conventionod.

Major aceoumts- O ovraelyin supplien

etmA eg bue sellr cordnenghir

Shodeoie Aceounts- ealloboroative. ond jpind

problem dvirq CwotomT 20- Salusor
people
 An-41
P-17

Aw. tore QNo-o4

help a eompamy to beebrme

A cost adenship an

en
odership oceuw
eovnpettthiue. Coct

i ciluaory Loncder o t lo
Compomy
priurg

Te possible solution to eoc adenship ane-

Sncreaning he ol produeion Scalu

mpemertig advanced echnolog

Sowteind a materuala

improving h egfiuiencq

Limiting produue setvian.

Anale isting oprationn

Reeorcc eompehtoT.

aep tvock ot progre)

 AD 41
Pa-18

Voriow taren Poduet levels-

need fronn
(ore benetrt- Te fumdamento a

product br ex a hotel LSith a 700

to ta

Gener ic roduch Produe feoturas thot in ndcero

tp furehion
for Rx- A hdel rcom i t laed.
Oonhroom Ond toLa

Expected Produeh- Ahe expeekation that a cwtorm

hw For ex- a hotel roonm Dth
ac daæm bed eheet, TV

Auomanted Precet Prode ith exra teontar=

tot i eondexpecketio
tor ex- A notel Toom vh a otond
coor, oirdouo, uarting
 40-4)
P- 19

Potential Pcduet indudon ouamertotitr

for ex-imported ownocolo,uxw

mur. n a holel ro

potintial

CuCtrented

exe eted

Gjenoue

Core

H roduet uvel.
 AD-21)
Pa-20
C
Aive tuPen echechrology
hve CwtomesU.

amd inrovahive.
xploseT- nigh optimistie

Konew inovaive n d cantiou.

Scepties - Sho need to have e benefits

otecmolog proventd em

Paramoid^- 'msecre alouteemoloogy

no renint t tec
Loagrds- .

hun
Thu r e 0ne dmoent tyren ctomens
m evo S e c t .
 A0-41
P-21
An. to he QNO-06.

Niche marchet a voty all qnd specialised

e t on i e h
orcket a praduct jæumed

e
Te neit muehe mardhet o that bemne

eonfred to a speeifie Peuson ond

rcetoT Oe

O speeific me Whuu en oc
veT
eouired on diaging ino hda. to

umdeeomd ond kep up wth h e r needn

for example- Clemon ho only prduce Ona

emon din fos spaific oroup ono onts a

rereinq lemon drrink ostrr a org tiring

da
Thats d niche vmarhct i aactive to

genuie.
 D-4
Pa-09.

Altbumatie shoneegion forors dor ogHi

OSmale Ament Concetation owinen

eleot onlu one oomend o a oraet.

Selective Specialisation he 0Ompony1 selee

munhe d Secments

Prcdue specialisoi on. (opomy mokes a

Sspeeihe produef.

Coveoop . bcoweN On mGN

morthet
1)
morkef
 0-41
-9
eeroeorishcA of a ronstormeie mor k r u

sewice
Hoe pesanised preruet omd
e - NiKE

A cpsedLoop grocem-
Lx tiarrtonopnom

*Asset shwur
e - Ai Bmb

*Usoge bos ed Pricing

ex- hotels

Collabovohive ecosem.
ex- luuncon monkek