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Block 3- Building long-term success (Importance of quality (Cost of…
Block 3- Building long-term success
politics of business & management
analysis
stakeholder ( Johnson,2008)
Power
Interest
political
Managing political context
political context
Importance of quality
Quality management
Quality and business sustainability
Cost of quality
Prevention cost
Internal cost of defects
appraisal costs
External costs of defects
Quality systems
Quality assurance and quality control
Relationship marketing
Benefits
Customer
Loyalty
Value and satisfaction
Commitment & Trust
Orientation & Communication
Type ( Gummesson ,1994)
classic market
Special market
Mega
Nano
Service-dominant logic
Transactional versus relational strategies
Improving performance
Performance matrix
Performance measures to customer
performance against competitors
performance against characteristics
Improvement plans
Internal marketing
Benefits
Communication
Role & Impact of staff
Type of employees
Brand agnostics
Brand cynics
Brand saboteurs
Brand champions
Critical service interaction
Unfair customers
Verbal abusers
Blamers
Rule makers
Opportunists
Returnaholics
Management
Crisis :red_flag:
External
Internal
Brand sabotage
Customer
Employee
Anti-company behaviour
Under-performance
Service recovery failure
Managing crisis
Leadership
As person : :silhouettes:
As result
As position
As purpose
As process
Followership
Strategic leadership
Measuring success
Key marketing measures
Profit/profitability
Sales
Gross margin
Awareness
Market share
Number of new products
Relative price :moneybag:
Customers satisfaction
Distribution/availability
Marketing success
Evaluating marketing success
Multiple measures
Brand equity
Customer equity
Operational risk & resilience
Hazards :warning:
Impact
Likelihood
Managing risk
