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B207: Leadership Builds Long-term Success. - Coggle Diagram
B207: Leadership Builds Long-term Success.
Marketing
Relationship Marketing
Trust, Commitment, Customer Focus and communication
Customer Value and Satisfaction
Service-dominant logic
Marketing Loyalty Ladder
Partner
Advocate
Supporter
Client
Purchaser
Prospect
Customer Loyalty
Types of relationships
Seller-maintained
Buyer-maintained
Bilateral-miantained
Internal Marketing
Part time marketers
Internal Marketing communication
Promotes a coherent brand identity
Supports relationship building with customers
Both Internal and Relationship marketing need to incorporate customer communicate and value to allow long-term success.
Unfair Customers
Verbal abusers
Blamers
Rule breakers
Rule makers
Opportunists
Returnaholics
Types of employees
Brand champions
Brand agnostics
Brand cynics
Brand saboteurs
Crisis's can occur from employees:
Anti-Company behaviour
Underperformace
Service recovery failure
Measuring Success
Profit/profitability
Sales
Gross margin
Awareness
Market Share
Number of new products
Relative Price
Customer dissatisfaction
Customer satisfaction
Distribution/avaliability
Brand Equity
Customer Equity
Time Frames
Marketing tactics
Similar concepts both wanting success
Leadership and Management
Leadership
Taking organisation into the future
Finding opportunities
Exploiting opportunities
Vision
Empowerment
Producing useful change
Both need to excel to create success
Management
Problem-solving
Measuring proformance
Staffing Jobs
Structuring Jobs
Budgeting
Planning
Processes:
Crisis Management
Causes of Crisis
Externally generated crises
Scandals
Internally generated issues
Consumer brand sabotage
Employee brand sabotage
How to manage Crisis and Issues:
Access the incident
Acknowledge the problem
Formulate a response
Implement the response
Leadership and Motivation
Motivational theories
Herzberg's theory of motivation
The presence
The absence
Maslow's Hierarchy of needs
Physiological
Safety and Security
Love/Belonging
Esteem
Self-actualisation
Key Roles
Motivating employees to perform
Encouraging customers to purchase repetitively
