How does a product-focused strategy interfere with putting customers first?
o Using product profitability to drive product decisions can lead to a profitable product death spiral in which more and more products become unprofitable
o Because profitability comes from customers, not products, product decisions should be based on assortment of products a customer buys
o Keeping some unprofitable products may be necessary to retain some profitable customers
o Product-focused strategy can lead to predictable and disastrous results.
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Service Marketing
- Service customers are often able to accurately evaluate the technical skills of the service personnel for complex services, T or F
- The case of Zappos and how this relates to customer defined standards
- Five principles of service design thinking?
- Difference between and importance of both hard standards and measures and soft standards and measures?
- Four steps in the Job-centric service innovation model?
- What are the benefits for various users of service blueprinting?
- What are the stages in building a service blueprint?
- What are service blueprint components?
- What is a Service Blueprint?
- What are some benefits of relationship marketing for firms and customers?
- What is customer loyalty?
- How do customers often see Customer Relationship Management?
- What is relational intelligence and how can firms improve it?
- What is retention equity?
- What is relationship marketing?