Closing the Customer Gap


The gaps model says that a service marketer must first close the customer gap between customer perceptions and expectations. To do so, the provider must close the four provider gaps, or discrepancies within the organization that inhibit delivery of quality service. The gaps model focuses on strategies and processes that firms can employ to drive service excellence.

Customer perceptions are subjective assessment of actual service experiences. Customer expectations are the standards or reference points for performance against which service experiences are compared and are often formulated in terms of what a customer believes will or should happen.

The sources of customer expectations consist of marketer-controlled factor (such as pricing, advertising, and sales promises) as well as factors that the marketer has limited ability to affect (innate personal needs, word-of-mouth communications, and competitive offerings). In a perfect world, expectations and perceptions would be identical: customers would perceive that they receive what they thought they would and should. In practice these concepts are often separated by some distance. Broadly, it is the goal of service marketing to bridge this distance.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Creative Marketing Program


Motivate your audience to do something; Marketing is not creative unless it sells. You can pretty much ensure that you’ll end up with creative marketing if you start out by devising a creative strategy. Such a strategy is similar to a marketing plan, but limited to advertising only, and defined solely at the content of ads and/or commercials. If you think there’s a simple formula for establishing such a strategy, you’re absolutely right.

Follow following steps:

  • Find the inherent drama within your offering;
  • Translate that inherent drama into a meaningful benefit;
  • State your benefits as believably as possible;
  • Get people’s attention;
  • Be sure you’re communicating clearly;
  • Measure your finished advertisement, commercial, letter or brochure against your creative strategy.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures

Small Business


A small business is a business that must have at least two of the following characteristics: 1) independent management with the managers often owning the firm, 2) the capital contribution coming from a limited number of individuals—perhaps only one, 3) the firm operating in a local area, and 4) the firm representing a small part of the overall industry.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

The Strategic Window


Strategic window is the limited period during which the key requirements of a market and the particular competencies of a firm best fit together. The view to the strategic window shows planners a way to relate potential opportunities to company capabilities. Such a view requires a thorough analysis of 1) current and projected external environmental conditions, 2) current and projected internal company capabilities, and 3) how, whether, and when the firm can feasibly  reconcile environmental conditions and company capabilities by implementing  one or more marketing strategies.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Needs of 21st Century Organization


No one in his right mind wants to go back to the days of hunting and gathering. But it would be tremendously valuable if we could recapture that ability to work together with even a fraction of that efficiency to deal better with modern problem situations. Now, through contrivance and planning, we can recapture that ability and channel it to meet the needs of 21st century organization.

This is not to say that the organizational team will somehow represent a 21st century hunting group around with ballpoint pens instead of bows and arrows. Hunters’ ways of thinking were totally aligned, and their lives were totally aligned. What is required today is not total teamwork in all aspects of life; rather, it is selective, functional teamwork that can be turned on when needed, limited to those activities where it will be most productive. What is required is teamwork that can be summoned to handle organizational problems yet leave team members free to act as individuals in all other respects.

An approach is needed that can be invoked and shared when we need answers to specific questions, regardless of content that applies orderliness to complexity and confusion.

This kinds of accurate communication and common understanding is needed that prevail in the hunting bands. These must be modernized, selectively adapted to current conditions, and directed towards the critical functions of organizational activity where teamwork is most essential. All of this can be done.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Information: The Corporate Power


The explosion of the general public’s use of the Internet or World Wide Web was mirrored by business. In the 1990s, business connections to the Internet increased from 1,000 firms to an estimated 21,000 or more by 1996. Experts predict this growth to increase rapidly into the year 2000.

The Internet can provide firms with many advantages. For example, developing a marketing strategy that relies on the Internet can benefit firms by replacing electronic mail systems, providing a global reach to customers, selling products and services in cyber space, and creating on-line databases, media lists, and other marketing tools. Firms discovered that customer service was enhanced with the Internet.

Use of the Internet became one of the hottest new strategies in the securities trading industry. Brokers had more information available to them to assist their clients since resources were available electronically. In addition, Internet-based brokers can be reached anytime from any computer with a secure Web browser, making them more accessible to their clients.

Paperless libraries dramatically changed the way information was stored and significantly reduced costs to businesses. Rather than printing information on paper, firms documented information on CD-ROMs, videodiscs, and the Internet, where it was stored and retrieved at less cost.

Supplementing the Internet as a communication tool are intranets, private or limited information network systems cordoned off from public access by software programs called firewalls. The corporate use of intranets exploded as companies found that these information communication systems were very expensive.

Satellite imaging was another technological advancement that showed promise for integrating technology into business. For decades, governments used satellite imaging to spy on their enemies. In the 1990s, companies were finding other uses for this technology.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Micro-Macro Dilemma


Producers and consumers making free choices can cause conflicts and difficulties. This is called the micro-macro dilemma: what is good for some producers and consumers may not be good for society as a whole.

Each year thousands of people are killed with handguns. Yet there are producers who make and sell handguns at a profit. And there are many consumers who feel strongly about their right to own guns. But others argue that handguns are a threat to society. They want handgun sales banned sale of all weapons limited. Should gun producers be allowed to sell guns to consumers who want them?

Such decisions don’t have to involve a matter of life and death to be important. People want the convenience of disposable products and products in easy-to-use, small-serving packages. But these same “convenient” products and packages often lead to pollution of the environment and inefficient use of natural resources. Should future generations be left to pay the consequences of pollution that is the result of “free choice” by today’s consumers?

Questions like these are not easy to answer. The basic reason is  that many different people may “have a stake” in the outcomes—and social consequences—of the choices made by individual managers and consumers in a market-directed system.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Convenience Stores


Convenience stores are actually mini supermarkets. They carry many of the same food and nonfood items that are sold in supermarkets, but they offer a limited selection of brands. The products are normally packaged in small sizes, to allow shelf space for other items. Convenience stores do not have meat or fresh produce departments. One of the most significant changes in convenience stores has been the addition of gasoline.

Since convenience store prices on non-gasoline items are typically higher than supermarket prices, we should ask why people shop at them. Many shoppers tolerate the higher prices because the total of their convenience store purchases is quite small. They are willing to pay a little extra for the convenience of being able to make purchases quickly and easily. Consumers recognize that they are paying a little more for these products than they would at a supermarket. But most people are not willing to invest the extra time and effort to go to the supermarket to save a few cents on one or two items. In effect, the convenience store retailer charges the consumer a premium for this time savings.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Fraud by Silence


Does a party to contract have a duty to disclose to the other party all the material fact he or she knows about the subject of the contract? The original common law position on this issue was caveat emptor (let the buyer beware). The seller could remain silent without fear of being found guilty of fraud. Only actual statements by the seller could serve as a basis for fraud. The duty therefore was placed on buyers to ask the right questions of the seller, forcing the seller to make statements about the subject of the sale.

Many courts today, however, recognize that caveat emptor often produced unfair results. Some buyers simply do not know enough to ask the right questions about the subject of the sale, so many courts are recognizing a limited duty to disclose material facts on the part of the seller. Generally this duty is limited to material facts that the buyer could not have discovered by reasonable inspection of the subject of the sale.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Full Warranty


A full warranty means:

  1. The warrantor will fix or replace any defective product, including removal and reinstallation if necessary, free of charge.
  2. It is not limited in time (say, to one or two years).
  3. It does not either exclude or limit payment for consequential damages unless the exclusion or limitation is printed conspicuously on the face of the written warranty.
  4. If the product cannot be repaired or has not been repaired after a reasonable number of efforts to repair it, the consumer may choose between a refund and a replacement.
  5. The warrantor cannot impose duties on the consumer except reasonable duties (the warranty cannot require the consumer to ship a piano to the factory) or a duty not to modify the product.
  6. The warrantor is not required to fulfill the warranty terms if the problem was caused by damage to the product through unreasonable use.

A full warranty does not have to cover the whole product. It may cover only part of the product, such as the picture tube of a television set. Also, anyone who owns the product during the warranty period may invoke or use the warranty.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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