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B207 - Blocks 1,2 & 3 (International Marketing (Globalisation, The…
B207 - Blocks 1,2 & 3
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Quality
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7 tools to control quality:
- histogram, control chart, scatter diagram, Pareto chart, checklist, cause and effect, stratification
Costs of quality:
prevention, appraisal, internal defects, external defects
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Branding
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Logos, packaging, labelling
Internal Marketing
Benefits - promote brand identity, focus for employees, customer relationship building
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Types of employees: brand champions, brand agnostics, brand cynics, brand saboteurs
Relationship Marketing
Benefits - more cost effective to retain customers, provides profit over customer lifetime
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Service-dominant logic (Vargo & Lusch, 2017)
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