Final Test: Marketing Notes 
What is required to be successful in business?
1. Market yourself
2. Sell yourself
3. Know people
4. Maintain contacts
Traits to be successful:
1. Creative
2. Aggressive
3. Enthusiastic
4. Smart
5. Honesty
In 2003, WSJ conducted a survey to interview graduating students from IVY League schools. The top four qualities looked for in MBA students:
1. Interpersonal and communication skills
2. Teamwork
3. Honesty
4. Expertise / core competency
Allan Moragan’s concept of “Likeability”
38% Vocal
The emotional impact you have on someone is judged by your vocal delivery
Boring, bitter – manage your tone
55% Visual delivery
Facial expression
Default look
“Thin slice” – images created in 1/24th of a second
Eye contact is NOT the key to success, it’s how you react to what you see during eye contact
3 types of presenters in the entertainment world:
Show runner – spectacular, carry themselves well
Neophyte – good, but not flawless
Artist – eccentric, bizarre, covering great information 7% Verbal arrangement of the message
Credibility
Trust / Honesty apology
Knowledgeable / expert
Position / status
Personal brand
Personal Brand = Performance + Personality + Visibility + Trust
PB = P1 + P2 + V + T
63%
3 Marketing concepts:
Create Customer Value (Benefits – cost = customer value)
Create Customer Satisfaction (employee satisfaction = customer satisfaction)
Travel further to Target over Wal-Mart because of customer service, cleanliness
77% of people with bad customer experience will tell at least 1 person
Only 7% of people with a bad customer experience tell the manager
Case study: Delta --- shut down for awhile to train employees for better customer service
Case Study: United Guitar --- United broke guitar and told customer it was broken before boarding plane, customer gets mad and writes song “United Breaks Guitar”
Service Failure – failure and recovery
United had no service recovery, so the song hurt their image –
1. Market yourself
2. Sell yourself
3. Know people
4. Maintain contacts
Traits to be successful:
1. Creative
2. Aggressive
3. Enthusiastic
4. Smart
5. Honesty
In 2003, WSJ conducted a survey to interview graduating students from IVY League schools. The top four qualities looked for in MBA students:
1. Interpersonal and communication skills
2. Teamwork
3. Honesty
4. Expertise / core competency
Allan Moragan’s concept of “Likeability”
38% Vocal
The emotional impact you have on someone is judged by your vocal delivery
Boring, bitter – manage your tone
55% Visual delivery
Facial expression
Default look
“Thin slice” – images created in 1/24th of a second
Eye contact is NOT the key to success, it’s how you react to what you see during eye contact
3 types of presenters in the entertainment world:
Show runner – spectacular, carry themselves well
Neophyte – good, but not flawless
Artist – eccentric, bizarre, covering great information 7% Verbal arrangement of the message
Credibility
Trust / Honesty apology
Knowledgeable / expert
Position / status
Personal brand
Personal Brand = Performance + Personality + Visibility + Trust
PB = P1 + P2 + V + T
63%
3 Marketing concepts:
Create Customer Value (Benefits – cost = customer value)
Create Customer Satisfaction (employee satisfaction = customer satisfaction)
Travel further to Target over Wal-Mart because of customer service, cleanliness
77% of people with bad customer experience will tell at least 1 person
Only 7% of people with a bad customer experience tell the manager
Case study: Delta --- shut down for awhile to train employees for better customer service
Case Study: United Guitar --- United broke guitar and told customer it was broken before boarding plane, customer gets mad and writes song “United Breaks Guitar”
Service Failure – failure and recovery
United had no service recovery, so the song hurt their image –