17. Recognition & Flexibility High High Low Low Flexibility International Recognition Study locally 2 nd Chance/Time Part-time at Institution Mobile Postgraduates Conventional Undergraduate Conventional Postgraduate 2nd Chance/Time Studying on Own Life-long Learners
25. Strategic Planning Process 2 Establish mission and goals Set corporate objectives Select strategies Develop plans Analyse environment Competitor Information Strengths and weaknesses internally Opportunities and threats in external environment Customer requirements
40. Defining Quality Customer Service The appearance of facilities, equipment, personnel and communication materials. Tangibles The caring, individualised attention provided to the customer. Empathy The knowledge and courtesy of employees and their ability to convey trust and confidence. Assurance The willingness to help customers and provide prompt service. Responsiveness The ability to perform the promised service dependably and accurately. Reliability Definition Service Dimension
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42. Achieving differentiation in service quality Value to Customers Customer perception of performance High Low High Low Underperformance Overkill Target Area
43. An implementation diagram Confused / lax implementation Internally market the plan Is the plan logical, coherent and based on a clear understanding of environmental demands? Are we capable of implementing the plan at this stage? Has the plan been communicated to staff and received full support? Is there a driver with the authority and the commitment needed to ensure full implementation? Do we have a contingency plan ? Implementation misdirected and a waste of time and effort Revise plan Identify gaps in capability Build capability / revise plan The plan may falter, after an initial period of enthusiasm Find a driver / revise plan Problems if we hit the unexpected EFFECTIVE IMPLEMENTATION
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Notas do Editor
Open questions - what’s in a marketing plan? what’s the purpose of a plan?
