• Marketing - is the management process which identifies consumer wants, predict future

wants, create wants and find ways to use these wants to the fullest ( most profitably ). In
other words, businesses try to satisfy wants in the most profitable way possible. marketing
covers a wide range of activities such as advertising, packaging, promotion, etc…
• Planning and executing the conception, pricing, and promotion, and distribution of ideas,
good, and services to create exchanges that satisfy individual and organizational objectives.
• Anything that you do to get the product/service in the hands of customer, satisfying needs
and wants. And its is a process of getting the potential clients or customers interested in
your products and services.
THE MARKETING DEPARTMENT
• Most businesses will have a Marketing department, which will have a Marketing director. He
will be in charged of things such as R&D, distribution and pricing. here is an organizational
chart showing what departments the marketing director controls:
• Sales Department: responsible for sale and distribution of products for each region, There
may also be an export department.
• Research and Development department: responsible for finding out consumer wants and
developing new products. They also need to find ways to improve an existing product.
• Promotion department: in charge of advertising and promotion. It will need a marketing
budget which limits the amount of money it can spend.
• Distribution department: it transports products to their markets. Others big companies
cannot afford to produce a product that will not sell, so they have to do market research first
to find consumer wants before developing a product. They are called market-orientated
businesses. They will need to set up a marketing budget for this, the amount of money the
marketing department may spend on marketing.
PRODUCT CONCEPT
Businesses that have invested in the product concept opptaine that the most important priority
for consumers is quality within a product. This means customers are looking for innovative
options and continuously seeking out the best of what is currently available.
• Many companies within the technology industry utilize the product concept. These
companies are constantly updating and releasing new products. It is important for tech firms
to make strong decisions on how often to release new products. Releasing too often can
leave customers frustrated that there were very few changes. Not releasing updates often
enough can leave customers feeling that the company is out of date. Companies must
review the needs of the customer and implement those changes as quickly and efficiently as
possible.
SELLING CONCEPT
• the idea that a company should sell the products that they have already produced rather than creating
and selling new products that customers might want. Compare. the marketing concept.
came into practice following the Great Depression era when goods were not in great supply.
Once the depression ended, companies with an abundance of products needed to move their
inventories and the selling concept followed shortly thereafter. Today's selling concept has
evolved to assume the customer will buy the product without regret or, if they do, their feelings
won't linger and the customer will buy the product again at a future date.

SOCIAL MARKETING CONCEPT

The societal marketing concept holds that a company should make good marketing
decisions by considering consumers' wants, the company's requirements, and society's
long-term interests.
emphasizes social responsibilities and suggests that to sustain long-term success, the
company should develop a marketing strategy to provide value to the customers to maintain
and improve both the customers’ and society’s well-being better than the competitors.
MARKETING CONCEPTS
• Can be defined as the marketing philosophies by which a firm goal can best achieved
through identifications and satisfaction of the customers stated and understand needs and
wants.
• Companies adopt different philosophies in relation to marketing of their products. Some
claim that they are customer oriented and others say that they offer value to their
customers. still others say that they treat their customers as kings.
Product - refers to an item or items the business plans to offer to customers. The product
should seek to fulfill an absence in the market, or fulfill consumer demand for a greater amount
of a product already available. Before they can prepare an appropriate campaign, marketers
need to understand what product is being sold, how it stands out from its competitors, whether
the product can also be paired with a secondary product or product line, and whether there are
substitute products in the market.
Price - refers to how much the company will sell the product for. When establishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace and
whether their proposed price point is sufficient to represent a reasonable alternative for
consumers.
Promotion
• Promotion, the fourth P, is the integrated marketing communications campaign. Promotion
includes a variety of activities such as advertising, selling, sales promotions, public
relations, direct marketing, sponsorship, and guerrilla marketing.
SERVICE QUALITY
-In the service literature service quality is interpreted as perceived quality which means a
customer’s level of judgment about a service ( Barbara, 2010 )
QUALITY - is the totality of features and characteristics in a product or service that bear upon
its stability to satisfy need” (Haider, 2001). The concept of quality gains is important only in the
event that the product or services meet the needs and expectations of the guest.
SERVICE QUAL
- has been used in many ways, such as identifying specific service elements that need improvement, and
targeting training opportunities for service staff proper development of items used in the SERVQUAL
instrument provides rich item-level information that leads to practical implications for a service manager.
The service quality dimensions evaluated by SERVICE QUAL should be adjusted for optimal performance in
different industries. Including public and private sector applications
SERVQUAL - score are highly reliable, but when used in different industries may fail to produce a clear
delineation of the five basic dimensions.

SERVICE QUALITY QUESTIONNAIRES

- In order to improve services, you must understand customer satisfaction and customer expectations. This can be
done by asking for feedback from your customers using service quality questionnaires. These are typically completed
after the service with a follow-up email or paper survey.
There are many types of questions that can be asked in a service quality questionnaire. They should focus on the
customer’s interaction with the customer service (positive and negative), the service and experience overall.
SERVICE QUALITY - steps that lead to a better management of service quality delivered to the customers.
1. DIFFERENTIATE WRITING CUSTOMERS:
- Not all customers necessarily need to wait the same length of time for service, on the basis of need
or customer priority, some organizations differentiate among customer allowing some to experience
shorter waits for service than others.
• Importance of the customer:
- Frequent customers or customers who spend large amounts with the organization can be given
priority in service by providing them with a special waiting area or segregated lines. Urgency of the job.
• Urgency of the job
- Those customers with most urgent need may be served first. This is the strategy used in emergency
health care. It is also the strategy used by maintenance services such as air conditioning repair that
give priority to customers whose air conditioning is not functioning over those who call for routine
maintenance.
• Durations of the service transactions:
- in many situations, shorter service jobs get priority through “ express lanes, “ at other times, when a
service provider sees that a transaction is going to require extra times, the customer is referred to a
designated provider who deals only with these special-needs customers.
2. Make Waiting Fun, or At least Tolerable:
• Even when they have to wait, customers can be more to less satisfied depending on how
the wait is handled by the organization. Of course, the actual length of the wait will affect
how customers feel about their service experience. But it is not just the actual time spent
waiting that has an impact on customer satisfaction-it's how customers feel about the wait
and their perceptions during it.
Unoccupied Time Feels Longer than Occupied:
• Time when customers are unoccupied, they will likely be bored and will notice the passage
of time more than when they have something to do.
Unexplained waits are longer than explained waits:
• When people understand the causes for waiting, they frequently have greater patience and
are less anxious, particularly when the wait is justifiable.
• Being provided with an explanation can reduce customer uncertainty and may help
customers to make at least a ballpark estimate of how long they’ll be delayed. Customers
who don’t know the reason for a wait begin to feel powerless and irritated.
Unfair waits are longer than equitable waits:
• When customers perceive that they are waiting while others who arrived after them have
already been served, the apparent inequity will make the wait seem even longer. This can
easily occur when there is no apparent order in the waiting area and many customers are
trying to be served.
• Queuing systems that work on a first come, first serve rule are the best at combating
perceived unfairness.
Feedback System:
• Define required performance
• Measure actual performance by getting feedback
• Compare actual standard against desired standard
• Identify deviation
• Analyze cause of deviation
• Program corrective action
• Implement corrections in a timely manner
To make feedback work effectively, these simple tips of getting feedback and analyzing it will
help.
1. Listen effectively to feedback without giving an opinion, reason or clarity to the person giving feedback.
You will learn more from listening to their reason then explaining why.
2. Understand the objectives and how the company, team, individuals, services or products are to be
measured on their success or failure from the feedback
3. Once you get the feedback clarify the overall direction and the strategy of the company to achieve its
objectives and improve where the company seemed weak from the feedback.
4. Invest time in developing and agreeing upon objectives and standards or performance with the team and or individuals to
achieve better performance moving forward.
5. Concentrate on proprieties of work
6. Ensure the company and its managers prioritizing objectives and tasks
7. Manage effectively the work within the team to achieve better feedback in the near future.
8. Recognize expertise or successful products and services the companies have from the feedback.

Why Is Customer Feedback So Important? There are 5 main reasons why you would want to collect feedback :
• Understand your customers
• Improve your products
• Engage your customers
• Get testimonials, reviews, and referrals
• Benchmark and get better

• Benefits of Customer Feedback

• Build Customer Loyalty and Reduce Churn
• Get More Referral and Build Reputation
• Make Better Data-Driven Decisions
• Improve Customer Experience
 SO YEAHH…
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