Marketing reviewer:

Five Marketing Management Philosophies:

*Production Concept
*Product Concept
*Selling Concept
*Marketing Concept
*Social Marketing Concept
Service Culture:
• The service culture focuses
on serving and satisfying
the customer. A service
culture empowers
employees to solve
customer problems. It is
supported by a reward
system based on customer
satisfaction.
Characteristics of Service:
Intangibility, Inseparability,
Perishability, Variability
Management Strategies for Service
Businesses
EMPLOYEE SATISFACTION
• Results from high quality support services and policies that enable employees to
serve customers well.
VALUE
• Created by satisfied, loyal, and productive employee
CUSTOMER SATISFACTION
• Influenced by the value of services provided to
customers

CUSTOMER LOYALTY
• Results from customer satisfaction
PROFIT & GROWH
• Stimulated primarily by the customer loyalty
Three Types of Marketing in Service
Industries:
Company, customers, employees

Module 2: Marketing Environment

The marketing environment is the combination of the microenvironment (internal) and macro
environment (external)

Microenvironment
• consists of the company that affect its ability to serve its customers.

• COMPETITORS The marketing concept holds a successful company must satisfy the needs and wants of
consumers better than its competitors.

Companies must gain strategic advantage by strongly positioning their product in the minds of
consumers.
• Direct Competitors refer to companies offering the similar products & services to the same market.
• Indirect Competitors refer to companies offering different products & services to the same market.
Also knows as substitute.