Question

What do you need to consider when identifying the organisation’s potential customer base and key pressure points?

Outline by providing the key pressure points when you consider the organisation’s potential customer base against of marketing mix

Answer 1

Identify and analyse level of customer service provision to determine its significance to marketing outcomes :-

Identify the three levels of customer service provision. The three levels of customer service provision are the expected level, desiredlevel, and the unanticipated level. The expected level is the level of minimum qualityexpected of the product or service that you provide. The desired level is the levelwhere the customer ‘desires’ our level of service to be. The unanticipated level iswhere you put down the regulations and policies and do something for thecustomer that makes them really happy, for example, there is no refund on aparticular product after its been opened but you go ahead and refund it because thecustomer is a regular.

Identify potential customer base and key pressure points :-

1. Identify the customer base.

2. Profile each Customer Baase

3. Identify the key pressure points to be successful in each customer base.

Customer Base    Profile Key Pressure Points

Public Individuals without Organisational support    - Course Length

- Location

- Expertise

NGOs Individuals with organisational support - Expertise

- Course Length

- Location

Corporate Entities Individuals with the most organisational - Efficiency

- Customisation

- Professionalism

Key Pressure points when i consider the organisational potential customer base against of marketing mix:-

1. Identify the key characteristics of their products and services and their significance to the market.

2. Review pricing policy and analyse pricing variables to determine their effect on demand.

3. Analyse the impact and importance of the following elements to market outcomes:-

- the promotional methods.

- the channels of distribution

- the levelof customer service provided.

4. Identify potential customer base and key pressure points for success in reaching them,

5. Estabilish the components of the marketing mix include information on how each element of the marketing mix has been used their significance to each other and their relevance to the customer base.

6. Identify external environments factoirs and assess their potenatial impact on the marketing mix.

7. Identify customer priorities, needs and preferences and the way they impact the marketing mix.

8. Evaluate new products or services against marketing objectives, target market characteristics and desired positioning.

9.Assess the marketing mix in relation to the organisational, strategic and operational marketing objectives.Select the most appropriate mix and explain your decision.